You two go back a long time, both professionally and personally. Your champion is in a position of power and is well connected—it's therefore quite logical that they can get you the inside track for that new project. You ask about joining forces and the reply is, "Sure, no problem." And then...nothing happens.

What's wrong with this picture? It is this: These conversations are not the test of your relationship but of your brand. Below are two common scenarios of how your brand can interfere with getting new business from referrals of friends and champions and what you can do about it.

Nothing After the Referral

Your advocate knows your work and also knows the buyer. They pass your name along with a strong recommendation and they then tell you to follow up directly. You try several times and...nothing. The decision-maker won't return your calls. What happened?

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