Typically centers of influence are individuals who have influence in the community or in a specific industry and have agreed to help you make referral connections. An effective center of influence, should have influence in your defined or targeted market. Centers of influence could be a satisfied customer, a community or business leader, a former business associate, or someone who really understands what you do and believes in you! It is our experience that centers of influence refer the best potential clients. Why? Because there is already an established connection or relationship between the center of influence and the referred client. That existing relationship is based on trust and past success.

There are many ways to cultivate a center of influence. Here are three ideas we have found to be effective.

1. Clearly communicate the details. Help your center of influence clearly understand what you and your company does and the value you can bring to a client. Also let the center of influence know specifically how they can assist you—who you want to meet and why. Remember, they are putting their reputation on the line so be clear and specific.
2. Always show your appreciation. Saying thank you and showing appreciation goes a long way toward additional opportunities coming your way. A hand written thank you note, giving a small gift such as a topic specific book, or buying your center of influence a meal are but a few of the simple ways you can show your appreciation. Everyone likes their efforts recognized and appreciated.
3. Always provide feedback. Your center of influence is not just interested in providing you with referrals. He/she will also be interested in the outcome of the referred connection for two reasons. First, the center of influence will be interested to know if the connection provided value for both parties—was it a positive and productive interactions. Second, a good center of influence will be interested in the outcome so they can measure whether they understand enough about what you and your company does to make sure they are making the right referrals. Everyone wants to provide value, and your center of influence is no different.

Building and managing your sales funnel, no matter what industry, in an ongoing process. Whatever other marketing techniques you are currently implementing, Look at developing relationships with the right center of influence. This one relationship can be a powerful and productive source of business!