Improved Networking Through Education Generating Relationships Increases The Yield


Shame on Me!

The other day I received an email from an old friend (that is in years known and by the calendar as well.)  It is an email we always want, subject line “a possible lead for you!”

I opened the email to find that it is from someone that I have known for more than 10 years, yet I have not seen in at least six years.  He is on my communication strategy.  That is the strategy that keeps me in touch with people who can send me business, have been business, or who can become business.  He receives an article every 30 days on how to attract the right prospects and generate more referrals.  It is a strategy that keeps my business name and what I do in front of my target market, or so I thought!  His business is pre employment testing.

The body of his email read, “We do some pre employment integrity testing. From time to time we get inquiries about Integrity within the workforce. Here is an example. Might be good, might be a dead end. I am happy to pass them along to you. See below. Might be worth a call. Chrysler is not a typical inquiry, but we get more small to mid size firms asking these types of questions these days.”

After I read the email twice I set it aside thinking that maybe I was missing something.  My first thought was that this has nothing to do with my business.  Most people in my communication strategy know that I work with people in business who want to attract the right prospects and generate more referrals (defining statement), or so I thought.  This email, possible lead, had nothing to do with my business.  I was going to look at it again the next day to see if maybe I had missed something.  After looking at it the next day I was still confused so I called my referral source.

Once we finished exchanging the normal pleasantries, I engaged my friend in conversation regarding the referral.  He explained to me that what he had written in his email was indeed accurate.  I then asked him the question expecting the answer I dreaded, “Do you know what I do?”  His answer was something to the affect of “I know you have been in business for more than 10 years and your company name is INTEGRITY.”  Shame on Me!  He went on to tell me that I am well branded (he remembered our name) yet he did not know what we did.  When I gave him my defining statement he then knew what we did.  He next asked me if I used both sides of my card.  I responded “yes,” telling him that the defining statement was on the back of the card.  Please note that the card he received from me years ago was minus the defining statement.  We have been only including the defining statement in the last few years on the business card.  I also explained to him that our acronym for INTEGRITY (Improved Networking Through Education Increases the Yield) was on the front of the card (it has been there from day one.)  Here is a man who has been reading my articles (75 to date) every 30 days yet he does not know what I do. Shame on Me!

So what can we all learn from this?

  • Branding has kept me in the front of this person’s mind
  • It is important to keep your defining statements in front of them
  • My defining statement is on the bottom of all my emails yet some people miss it!
  • I need to reposition my defining statement for ALL to see on my email.
  • It is important to follow up on all referrals, even if they are less than a match

From this time forward I am committed to using my defining statement at the top of my letterhead.  It will be the lead rather than the tag on my emails.

Finally, does everyone in your database know what you do?  Some do, others maybe need a reminder.  Now might be a good time to remind them before you miss that ever-important referral!


Gerry Rose runs INTEGRITY Networking Solutions in Oceanside, CA.  He works with people in business who want to attract the right prospects and generate more referrals.  More than 10,000 businesses have been presented the INTEGRITY Networking Solutions system in San Diego, Riverside, and Orange Counties.

Gerry’s stimulating presentation Unlimited Prospects, Unlimited Referrals is ideally suited for small business owners, home-based businesses, and independent professionals who want clearer direction and want to attract more prospects, develop dynamic systems, and strengthen their companies’ accountability.  Gerry does one on one consulting, conducts a range of keynote speeches from thirty minutes to full-day education workshops.

His book series, Unlimited Prospects, Unlimited Referrals, are available on the website,

Gerry has more than 20 years’ experience directing business owners how to grow their businesses.  He is a networking dynamo.  Those who know him will assure you that he does a great job of bringing people together—which is why he started IntegritY.

Involved with networking organizations since 1984, Gerry is a Distinguished Toastmaster, a member of Toastmaster International, and has chaired numerous chambers of commerce and non-profit organizations.

Are you truly committed to attracting the right prospects and generate more referrals?  If so then contact INTEGRITY Networking Solutions for availability and information.  You can contact Gerry by mail at 1610 Quiet Hills Drive, Oceanside, CA 92056.  Direct dial (760) 439-4623; e-mail to  For more information, go to

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