Many salespeople, early in their careers, have to scramble, scrape, and sift through every lead they can get. Top sellers know that success is built on networking. In order to network effectively, you have to ASK for what you want and also scratch some backs in return. One of the best parts of networking is asking for referrals.
I think most would agree that referrals are a great way to grow business. So why isn't everyone doing it? 2 reasons:they failed and gave up or they didn't make it a routine. So the following is a guide to make sure you have 1) a working reference routine and 2) a means for Proof failed !
Simplified reference routine
1. Ask every customer. Get in the habit of asking every client if they know anyone who could use your services. Explain to your client how this is a win for them too. The less time you spend on marketing, the more time you can spend helping customers meet their needs.
2. Be specific . When asking for a recommendation, don't be shy. Let people know exactly what type of clients you are looking for. Examples:“My specialty is working with clients who have complex technical needs and over 100 employees.” or "Do you have friends in leadership positions like you who need help with their stock options?" or “I love working with clients like you and your family who need to save a lot in estate taxes. Do you know someone like you who would also benefit from my services? or “My business is segmented such that I work with clients with a net worth greater than $500,000. I also specialize in clients whose elder relatives need estate planning advice. Do you know anyone like this who needs the kind of services I provide? If no names come to mind, ask permission to follow up:“Do you mind if I contact you in a few days? Which day is better
calling you, Wednesday or Thursday?
3. Get contact information and a personal introduction . If a client gives you a name, ask for a way to contact them and ask for a personal introduction. Your client may want to respond to you on this. Be sure to follow up. Make it easy and enjoyable if possible with an invitation for breakfast, lunch, golf or any other social activity.
4. Gratitude . Send a thank you note to your client the day you receive the referral and again when contacting the referral. A quick handwritten note goes a long way. You will probably only get 5-20% of your customers referring you. BUT, that's okay because these people will make multiple referrals if you show your gratitude. If permitted in your area, you may also send a small gift if you deem it appropriate.
5. Tracking . It's just part of being a good salesperson.
Failure to prove your referral routine
1. Client Meeting Agenda . For every client meeting, make “Ask for References” as the second-to-last item on the agenda. It may be titled “How we can help your friends, family and colleagues” or simply “Referrals”.
2. Electronic reminders . Schedule a reminder in your email calendar to let you know each morning to remember to ask for referrals.
3. Contest . Create a contest in your office or if you work alone, create one among your fellow friends in your field. Ask the most organized person to be in charge of the contest. Have fun prizes like the winner having their car washed by the person with the lowest credentials. Or it could be just a simple free coffee. Anything that will motivate people and make it fun.
4. Physical reminders :Yellow stickies. Keep a yellow sticky reminder near your desk, phone, or wherever you are when talking to customers. Or try some sort of physical reminder that only you know the meaning of. Maybe a simple trendy red string around your wrist or maybe your lucky cufflinks will help you remember. Whatever works.
5. Graphics . You can choose a few options:electronic like Joe's Goals, an Excel spreadsheet, or a paper chart where you simply write down your accomplishments for the day. Here are useful metrics to track:
Now go ask for a referral and report your success in the comments! What did your sponsorship business look like today? Please share!
Written for I/O Means by K. Stone, author of Life Learning Today, a blog about everyday life improvements. Popular items are Maximum Energy in 10 Simple Steps and How to be a Great Salesperson.
