A few weeks ago we talked about how to increase professional referrals to your practice. Developing this referral source is essentially a networking exercise, but the point of the post was to provide a framework in which to do it without feeling weird, creepy, or uncomfortable.

I know there are a lot of alternative and complementary practitioners who are involved with networking groups like BNI. While I don’t generally promote those groups a great deal, I read a fantastic tidbit from Ivan Misener, the founder and CEO of BNI, in a piece on Entrepreneur.com:

3. Word-of-mouth is more about farming than it is about hunting.

Building your business through word-of-mouth is about cultivating relationships with people who get to know you and trust you. People do business with people they have confidence in. One of the most important things I’ve learned in the past two decades is this: It’s not what you know, or who you know, it’s how well you know them that counts. [emphasis mine]

It’s a great metaphor for the development of your professional referral base. The approach we recommend – of slowly gathering background and connections before you approach someone – is about choosing to farm relationships. Nurture them gradually in the form of inquiry, research and contemplation. Plant them, water them, and watch them grow, but don’t harvest them until they’re ready.

And whatever you do, don’t hunt them. That’s what everyone else is doing because they haven’t yet realized that you can only eat prey once, but you can harvest a garden forever.