Q: My
question is about so-called "contact spheres." How do I
decide which businesses are in my contact sphere?
A:
First, let me describe how I defined the concept when I introduced
it in The World's Best Known Marketing Secret:
Building Your Business With Word-of-Mouth Marketing.
A contact sphere is a group of business professionals who have a
symbiotic relationship. They are in compatible, noncompetitive
professions, such as a lawyer, a CPA, a financial planner and a
banker. If you put those four people in a room for an hour,
they're going to do business together. Each one is working with
clients that have similar needs but require different services.
Hence, they're working that symbiotic relationship.
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My favorite example of a contact sphere is the caterer, the
florist, the photographer and the travel agent. I call this the
"wedding mafia"! If one gets a referral to a wedding,
then they all get a referral to the wedding. These professions,
more than most, have truly learned how to work their contact
sphere.
Here are some other examples of contact spheres:
- Business services: printers, graphic artists, specialty
advertising agents and marketing consultants.
- Real estate services: residential and commercial agents, escrow
companies, title companies and mortgage brokers.
- Contractors: painters, carpenters, plumbers, landscapers,
electricians and interior designers.
- Health care: chiropractors, physical therapists, acupuncturists
and nutritionists.
Let's take a computer sales and service company as an
example. That contact sphere may include sales reps for
telecommunications hardware firms and photocopier companies. Also,
contractors who specialize in installing wiring may fit within this
contact sphere to assist in wiring installations. Also, don't
forget the computer trainers, who work with people and their
computers on a daily basis, as well as business coaches and
accountants, who may have clients that need to improve their
company's technology.
To get the most out of your contact sphere:
- Identify as many professions as possible that fit within your
company's contact sphere. Take a look at what professions your
industry tends to work with to get an idea of repetitive and
reciprocal referrals. Create a list of these professions.
- Identify specific individuals who could fit into your contact
sphere. Go to various networking groups and consult your business
card file and database.
- Invite these people to participate in networking groups with
you so you can formalize your relationship and have a way to stay
in regular contact. Maintaining the relationship is key. A good way
to do that is to participate in groups that put you together on a
regular basis.
- Evaluate the professionals in your contact sphere that you are
presently referring. If they are not reciprocating, you may have
the wrong profession or the wrong person. Fill the spot with
someone who is willing to reciprocate.
Although developing a solid contact sphere will greatly increase
your business, you must remember that it alone is not enough.
Because contact spheres consist of small groups, you're not
likely to gain exposure to a large number of individuals. Hence,
work on developing your overall network of contacts at the same
time you are developing your contact sphere.
Good luck. Contact spheres are a great way to start building
your professional network.
Ivan Misner is the founder and CEO of Business Network
International (BNI), which has more than 2,700 chapters
throughout the world. He is also the author of five books,
including his New York Times bestseller, Masters of
Networking, as well as Entrepreneur Press' forthcoming
Masters of Success.
The opinions expressed in this column are those
of the author, not of Entrepreneur.com. All answers are intended to
be general in nature, without regard to specific geographical areas
or circumstances, and should only be relied upon after consulting
an appropriate expert, such as an attorney or
accountant.