How To Move Up The Referral Food Chain
Find a Consultant Become a Consultant

How To Move Up The Referral Food Chain

How To Move Up The Referral Food Chain

By John Jantsch

This post will smack some as a tad elitist or politically incorrect but, I’m about to explain a referral marketing fact of life.

People can only refer down the food chain (or maybe in the same food group)

What I mean by that is that is, if you are counting a person to refer the VP of sales for a Fortune 500 company, and that person is seen by the VP of Sales as vendor and not as an equal, good luck. Now, understand that in many cases this is simply a function of title, socioeconomic class or even age – but it’s also a function of value.

Plenty of high level executives in your network may not be able to refer you to their peers because even their peers don’t see them as valued partners. The food chain rewards value.

And the flip side of that! Plenty of seemingly lower level folks provide so much value in the networking relationships they create, doors open for them in mysterious ways.

With all this said, here’s what I’m getting at:

  1. If you want to make contact with a higher level (title, income, celebrity status, thought leader, mover-shaker) of prospect you must move out of your current level of network and start breaking in to higher level networks. Quick, how many people in your current network group can and do refer you to executives that are seemingly out of your reach?
  2. If you want to break into a network seen higher than the ones you currently play in provide value. Give before your even ask in return. Prove your worth. Be a coach, consultant or information source that outshines all others and the doors to this higher network will open. And when they do, the referrals you receive will be a little higher on the food chain too.

Free eBook 
7 Steps to Scale Your Consulting Practice Without Adding Overhead

The Duct Tape Marketing Consultant Network has helped me to grow my business by over 40% in the last 12 months. ~ Michael Quinn - Michael Quinn Agency, Fargo, ND


2 Out-Of-The-Box Ways To Generate Referrals
Marketing Podcast with John Jantsch In this episode of the Duct Tape Marketing Podcast, I’m doing the final part of a five-episode solo show series where I’m covering one of my favorite topics: referrals. You can catch the first episode, second episode, third episode, and fourth episode of the Referral Generation series here. Key Takeaway: In this episode, I’m wrapping up […]
What It Means To Humanize A Brand (And How To Do It Well)
Marketing Podcast with Jacqueline Lieberman In this episode of the Duct Tape Marketing Podcast, I interview Jacqueline Lieberman. Jacqueline is the former Managing Partner and the Head of Strategy Story Worldwide and the current founder of BrandCrudo. Key Takeaway: Brands are people’s introduction to businesses and their way to interact with companies. The more human […]

Subscribe to the Duct Tape Marketing Podcast

If you know your small business needs marketing, but don’t have the time or resources, look no further. The Duct Tape Marketing podcast covers everything from earning referrals to managing time and being more productive.