Any good salesperson understands the importance of a strong referral network. But just having an extensive network isn’t enough; you need a network of well-connected people who genuinely want to help each other. Unfortunately, many referral networks fizzle out because they’re built without purpose and intent.
That’s not to say you should reject random referrals. After all, it’s great to know that your customers and fellow networkers think enough of you to send business your way. But since you can’t control how frequently those referrals come in and therefore can’t rely on them, you have to take the initiative to build a more predictable network that will serve you well in the short and long term.