Book review: Recommended: How to Sell Through Networking and Referrals

Emma de Vita reviews the new book by Andy Lopata

Off the shelf
Off the shelf

Are you a manager in a large, well-known charity? When you introduce yourself to someone new, do they nod with acknowledgement? Or do you work for a tiny organisation struggling to get itself known?

Recommended: How to Sell Through Networking and ReferralsIf it's the latter, then part of your job, other than managing your staff and keeping your boss happy, is to get the name of your charity out into the wider world. You can try the obvious paths of PR and marketing, but if you don't have much money then embarking on a "referrals strategy" might be for you.

Andy Lopata, author of Recommended: How to Sell Through Networking and Referrals, gives 10 steps that might help you on your way to getting the word out about your organisation, and thereby attracting new donors.

First, it's important to look at the network of people you have around you, including friends, family and parents of your children's friends. Could they refer your charity on to their own networks?

It's also a good idea to pick five potential champions who could take up the gauntlet and spread the word on your behalf. Make sure members of the team you manage do the same. And remember, when new referrals start coming in, always say thank you to those who put them your way.

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