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Take the frustration our of asking for referrals
Do you ask for enough referrals? Most sales professionals do not. I think I know why: It can be awkward and frustrating.
Surveys have consistently shown that 60-70% of our new business comes from referrals. So how do we manage this gold mine?
Here are some important guidelines I recommend you consider:
First,, I must assume that you work hard to provide exceptional service for your client and you have earned the right to ask for a referral. When we do this, referrals can come in abundance because our clients do not feel that we are twisting their arm. Referring us means that they are helping a friend. There is a certain amount of pride that comes with, “I know someone in the business who will take good care of you. You should talk to them”.
OK. Here are the 7 steps to generating a quality referral:
1. Frame it. When asking for the referral, make sure you are specific. For example, you could say, “I have a favor to ask…I would like to expand my client base, and am looking for companies that are growth-oriented, optimistic about their future, and have good people in place. When you think of a company with these qualities, who comes to mind?
2. Ask why. After someone replies with a specific name, ask, “What prompted you to think of that company?”. This is a open-ended question that can generate some valuable insight.
3. Tell me more. After they have mentioned “why”, we can now say, “So tell me more about…..”
4. Ask when. When is the next time you will be seeing them? (Let’s say it is Thursday)
5. Ask the favor. Would you do me a favor (hand them a business card). Would you give them this card and reference our conversation?
6. Agree to follow up. Thanks. How about if I call you on Friday to get their reaction? If they are receptive, you can let me know how you would like me to follow up.
7. Follow up!
If you go through these steps, you will make it easy for your friend to give you a referral, and reduce probability of having to “nag” them. This process has built in accountability. OK now…Ask for referrals!