Working in spheres of influence in networking

Your Sphere of Influence is made up of those associates who together you can drive a lot of business among you through referrals.  In a sphere of influence, the sum of the parts is greater than the whole.  Together, you can bring more value to customers than individually.  For instance, an attorney and an accountant together can help a client to incorporate with the right structure for their business.  A real estate agent, a mortgage broker, and an insurance agent together can help a client find, buy, and insure their new home.  The common thread:  The customers and the customers’ transaction.  All are a part of it simultaneously. 

The first step in identifying your sphere of influence is to reflect on each of your customers.  Identify what fits naturally with your products and services?  If you are an office furnishings supplier, your customers need office supplies, office equipment, PC’s, networks….Now take a look at your associates.  Do you have associates who provide those other complementary products and services?  They can be part of your sphere.  If you realize you are missing key components in your sphere, this gives you a new goal for your networking events.  Make a list of those needs and seek them out. 

When you have your sphere in mind, make plans to meet.  Together, draw the picture of how you all fit together to meet more of your customers’ needs.  Brainstorm to see if there are other items you might need to add to your “basket” to become even more important to your customers.  When you come up with a list of other providers you should have in your sphere, then brainstorm if anyone in the group might know someone.  If, as a group, you know more than one, discuss each candidate and decide who might be best or if you can’t decide, set up meetings with the candidates – interview them and then decide. 

Your sphere of influence is like a virtual company.  You are in partnership with your sphere members.  Meet regularly and trade clients.  Make introductions for your partners.  Discuss additional people who might be influential in your sphere and add as needed to make your sphere stronger.  Do join marketing activities together – eMail or direct mail campaigns, brochures, sales calls, seminars…be creative and think of what you might do if you were a company.

Don’t be surprised if you belong to more than one sphere.  You may complement other groups’ capabilities.  Belonging to more spheres means more meetings to coordinate activities, but it also means more business.