EDITORIAL FEATURE
Interested In running the Texas Independence Relay? By Bertrand McHenry/President & Owner of the Referral Institute of Houston Bertrand McHenry
T
he “T.I.R” is a relay race run from Gonzales, Texas to the San Jacinto Monument. It traces the path Sam Houston took with his Texas Army to find and destroy Santa Ana’s Mexican Army. It’s a 208 mile relay race run with up to 12 team members, and two vans. Six runners to a van and, van one is charged with running all the first legs while van two goes up ahead several hours and rests and waits. Once van one reaches the exchange point, van two leap frogs ahead to eat and rest for their next leg and this continues 24 hours a day from Saturday morning until Sunday evening. It is challenging on MANY levels – not enough time to recover, small spaces on the van, lack of good sleep, and honestly after awhile, the van begins to smell horrible. Having said that, I love challenges, especially ones like this! The “T.I.R.” is the hardest, sweatiest, lack of sleep, smelliest, and the most fun race I’ve ever run, but only because I’ve built “world class” teams to run it with. We are currently in training and logistical planning for this endeavor and beginning to build up for the race. We’ve selected teammates specifically for this race and that means some of my good friends did not get invited. I wanted 12 specific people for this race. Let me ask you something, do you race out to meet your business obligations with no plan? Likely not, you have a plan, goals, and ways to measure your success. If you plan to be engaged in Referral Marketing as an integral piece of your business strategy, then not everyone needs to be on your team. What? Bertrand what did you just say? You heard correctly…I’m saying you need to go about the building of your network carefully, systematically, and intentionally! This means every person who is nice to you and whom you “hit it off” with does not automatically make it on the squad. I know this seems to fly in the face of everything you have been taught and probably been doing in terms of networking.
SMALL BUSINESS TODAY MAGAZINE FEBRUARY 2013 | PG 38
Remember, networking is not the same as referral marketing. Here is the definition of networking: “The process of developing and activating your relationships to increase your business, enhance your knowledge, expand your sphere of influence, or serve the community.” So it is a broad based activity that also involves branding yourself heavily. Networking reaches many people and serves to get your name, face, logo, product and message out in the market place. It’s all right and necessary to engage in networking, just understand it does not have the same sharp edged goal as referral marketing. Referral marketing involves developing a team of people who are willing to “execute systems built into their weekly activities that support the growth of your business!” That statement should make my earlier statement about building your network carefully more clear for you. I actually think you should “audition” your network partners! With referral marketing you are building a more intimate team of people who need to meet at least six criteria: 1) They must serve your target market and have access to them 2) They must be willing to be trained to execute referrals on your behalf 3) They must be able to execute referrals on your behalf 4) They must have the resources to be involved in networking efforts 5) They must make good referrals for your network and 6) You must be able to develop a rewarding personal relationship with them! They must qualify on all six in order to be considered! Does that seem too harsh? Well let me ask you this, how serious are you about getting your business built? Growing a business is a great challenge, times will be tough, and you will get tired. Who do you want around you? Then get serious about building and training your world class team!
Bertrand McHenry President Owner The Referral Institute of Houston Bertrand@referralinstitutehouston.com 281-401-9852, 281-300-8228
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