Networking and Building Referral Relationships in the Garage Door Industry
Whether you’re a manufacturer, business owner, or installer, establishing strong networking and referral relationships can be the key to business growth and sustained success.
Here are a few ways to effectively navigate networking and build referral relationships in the garage door industry and your community.
1. Understand the Importance of Networking
Networking isn’t just about exchanging business cards; it’s about creating lasting relationships that can result in mutual business benefits. Whether it’s other local businesses, manufacturers, contractors, or homeowners, networking can help you in many ways.
- Gain Industry Insights: Staying up to date on industry trends, recent technology, and consumer demands is key to elevating your business over competitors.
- Find Partnerships: Connect with suppliers, manufacturers, and complementary businesses who can support your business operations and growth.
- Expand Your Client Base: Access new leads and potential clients through referrals, recommendations, and a digital presence.
2. Leverage Local and Industry Events/Associations
Industry events, trade shows, and associations are excellent platforms for networking. They offer opportunities to meet potential clients, partners, and influencers. It shows you are interested in gaining industry insight and expanding your business portfolio, while also building relationships.
- Join Industry Associations: Consider joining associations like the International Door Association (IDA) to gain access to a broader network and receive industry-related news, training and more.
- Engage in Workshops and Seminars: These settings provide opportunities to display your expertise and learn from others, naturally building a relationship with industry members. SSC offers webinars for customers to engage with fellow dealers and techs, keep an eye out on registrations for future webinars.
An often-unexplored networking avenue is participating in and sponsoring local, community events and nonprofits. The clear benefit is having your business’ name attached to the event providing name recognition, but the deeper benefit is showing support for your community and cause-based organizations. These relationships are built on a strong foundation that is not directly tied to your business, allowing it to grow organically.
- Explore Local Opportunities: Whether it’s a nonprofit organization or a community event, consider the causes that matter to you and your business. Even if you’re not in a financial decision-making position, suggesting these opportunities to your employer is a great way to expand your business’ reach.
3. Utilize Social Media and Online Platforms
Social media and online platforms can significantly enhance your networking efforts, throughout the industry and with community members. Leveraging social media and its ability to connect individuals with businesses and service providers is a fantastic way to scale your customer base, and, you can have fun while doing it.
- Engage on Social Media: Using social media to promote your business, product offerings, completed services, and more, gives your customers insight into who you are and the quality of work you provide. Additionally, networking digitally with complementary businesses and industry members is one of the fastest ways to grow a professional relationship.
- Participate in Online Forums and Groups: Join industry-related forums and groups to exchange ideas, answer questions, and connect with other industry members. There are many garage door industry and garage door tech groups to be discovered, especially on Facebook. Follow SSC on Facebook to stay up to date on product innovations, promotions and engaging industry content.
- Collect Online Reviews: Encourage customers to leave positive reviews online, which can lead to more community recognition as a leading, local business.
Check out our How to Use Social Media to Drive Small Business Growth in the Garage Door Industry blog to dive deeper into the benefits of social media as you grow your business.
4. Follow Up and Maintain Relationships
Like most relationships, networking doesn’t – and shouldn’t – end with a single meeting. Regular follow-up is crucial to foster a genuine, working relationship with your connections.
- Stay in Touch: While you don’t have to stay in touch weekly, be mindful of the effort you put in to stay up to date on their business and life. Regular communication will naturally foster the relationship so that it is mutually beneficial.
- Show Appreciation: Acknowledge and thank your customers and fellow business owners who leave reviews and shoutouts. This small bit of gratitude will go a long way in showing them that you appreciate their time and feedback.
- Provide Mutual Value: Be sure to offer useful information, advice, or assistance to maintain a positive relationship. Nobody likes a one-sided relationship, especially in business.
5. Consider a Referral Program
Creating a structured referral program will not only formalize and streamline the process of managing referrals, but it also creates a clear incentive for happy customers to promote your business within their own networks. It’s a positive relationship-building approach to business that is beneficial to both your business and your customers.
Here’s how to set one up:
- Define Your Referral Criteria: Define what qualifies as a referral for your business; this could include specific services, geographic locations, types of residences, or customer categories. You’ll need to consider if both the referrer and referral receive the promotion or just the referrer.
- Offer Rewards: This could be a percentage off the sale, a fixed amount, or any other incentive, but ensure it is clearly defined and established your gratitude for the referral.
- Track Referrals: Implement a system to track referrals to ensure that your customers are recognized and rewarded promptly. Depending on your business size and scope, this is a great opportunity to categorize your customers in your CRM as well as to tailor your communications to them.
Remember, the garage door industry is like many, where your reputation is your most valuable asset – nurture it, and it will open many doors for you, with no pun intended. Whether it’s industry partners, customers, or compatible businesses, ensuring that you put your best foot forward, building genuine relationships will drive business growth and future partnership opportunities.
