(Without Feeling Salesy)
Referrals mean new business and better partnerships, especially in the construction industry. But finding and building those relationships can be tricky, no matter your years of experience. Luckily, there are ways to build your network without feeling salesy.
Here are seven expert tips for gaining referrals in the construction industry.
1. Take One Action Per Month
Building a portfolio of strong relationships and referrals doesn’t happen overnight. Like any good partnership, a business friendship takes an initial connection and time to get to know each other.
Take one step each month to build your network, such as attending a workshop, commenting on LinkedIn posts, or meeting with an old colleague for coffee. Little by little, action by action, you’ll gain practice, confidence, and connections that weren’t there before.
2. Focus on Events That Provide Value
Your time is valuable. Opt for networking events that provide new tools, ideas, or industry insights. Consider learning seminars, safety events, and conferences.
By attending events that bring you value, you create natural opportunities to connect with others who might become friends and referral sources. Plus, if you’re enjoying your time and learning something new, it takes the pressure off of “networking.”
3. Aim for Connections, Not Sales
When we hear the word “networking,” we often think that means mingling with dozens of people or polishing our elevator pitch. But networking isn’t about selling ourselves or explaining our value in one minute or less.
True networking and ongoing referrals come from connection, from being human. It might involve a conversation about a kid’s dance recital or what part of the Acrisure Ampitheater they worked on. Sometimes, it can take several connections and conversations to form solid relationships. But the relationships that last are genuine, not salesy or pushy.
4. Write Down One Thing About Each Person
For each new person you meet, write down one unique thing about them, such as the sport their kid plays or their favorite hobby. Next time you see that person or connect with them, use that bit of information to strike up a conversation. Most people feel honored when you remember something about them, and love to talk about their favorite things.
5. Be Sure to Follow Up
An initial connection is great, but true networking isn’t just one and done. It’s about forming an ongoing relationship.
After you’ve met someone, send them a quick email to say, “Hey, it was great meeting you! I enjoyed talking with you about the Detroit Tigers,” or connect with them on LinkedIn. Ask them if you can take them to coffee. Or send them a note saying, “I’m going to the safety event next Thursday. Let me know if you’ll be there!”
Little touchpoints of communication create ongoing connections and allow the relationship to grow.
6. Don’t Force a Connection or Platform
Networking and building relationships shouldn’t feel forced, so if you feel like a particular method isn’t working for you, don’t force it. Listen to yourself. If social media isn’t for you, spend your time networking at in-person events. If coffee with a new acquaintance feels awkward, ask them to throw darts at a pub or take a walk on your lunch break.
7. Join a Local Construction Group
Rather than having to network on your own, join an association that amplifies referrals and creates opportunities for you to meet others in the industry.
Our friends over at Associated Builders and Contractors (ABC) of Western Michigan connect you with other industry professionals through events and a diverse range of committees and peer groups.
At American Subcontractors Association of Michigan (ASAM), we host quarterly safety events, membership meetings, and educational opportunities. All you have to do is show up, and you’ll find new connections with industry experts, master builders, suppliers, and subcontractors.
You and your team have something to offer other contractors and clients. And we want to get to know you.
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