Many people believe that when people like you they will refer business to you, particularly if they are a friend.
However this is fiction because it ignores some of the basic principles of referral marketing and relationship building.
For me to refer business to you, as a minimum I need the following:-
1. Knowledge of what you do
2. Trust in you as a business person
3. Belief in and knowledge of your credibility
I don’t need to like you as a person to refer business to you if I have all three of the above. It might make the transaction more pleasant but it is not necessary. And I certainly don’t need to be friends with you.
In fact I have people in my networks to whom I refer business on a regular basis but with whom I rarely share a social moment.
So don’t make the mistake of confusing friendship and referrability.
They more often than not do not go together!
