In my Can I Borrow Your Car methodology, we explore the trust and responsibility behind every referral. When you lend someone your car, you aren’t just giving them transportation—you’re putting your reputation on the line. Referrals work the same way.
But not all referrals carry the same weight.
At the macro level, referral partners operate broadly. They’ll mention your name when it’s easy or convenient. If someone asks, “Do you know anyone who does this?” they’ll pass along your business card or email. There’s little urgency, little risk, and little personal investment.
These macro-level referrals are helpful, but they often float without momentum. They lack the endorsement and passion that compress trust and make an introduction truly valuable.
The micro strategy is about depth, not breadth. It’s about focusing on Centers of Influence (COIs) and cultivating relationships where trust is so strong that referrals aren’t just casual mentions—they’re endorsements delivered with passion and urgency.
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