Ask! At the conclusion of a meeting,
never pass up the opportunity to ask a customer if they can
refer you to somebody else. Furthermore, don’t hesitate to
request that they contact that person to introduce you. Too many
times we only ask for referrals from a customer when things are
going well. The result of this type of behavior is a missed
chance to maximize the number of future opportunities you may
have. It is imperative that anytime you have a conversation with
a customer, you ask for a lead. Don’t wait until they have
placed an order with you.
On an existing customer’s anniversary or birthday, be sure to
send them a celebratory card or note of some type. At the bottom
of it, add a hand-written message such as, “It’s always a
pleasure to serve you! If you know of others like yourself who
might benefit from my services, feel free to let me know.”
Whenever someone gives you a referral, be sure and keep them
updated of your progress with that person. A phone call is
always an appropriate means of saying thanks. You can even take
it a step further by acknowledging their recommendation to you
with a gift card of some type. The value is not as important as
the gesture. Clients will be especially appreciative if your
thank you is based solely on their “opening the door” for you,
even if the referral does not ultimately become a customer.
In addition, it’s important to establish a pattern of providing
referrals to others. If you expect your customers to offer you
referrals, then you need to willingly provide them with leads.
Because it’s easy to become focused on generating our own
referrals, make it a habit of providing a specific number of
leads to others each week, month, etc. However, do not expect
each referral you give to result in one coming back to you. If
you do, you’ll never master the referral process. Remember that,
in time, you will create an additional stream of referrals.
It is very important to immediately follow up with any lead that
is given to you, no matter how insignificant it might seem. We
often pass judgment as to the quality of the lead even before
we’ve contacted them. Understand that the value of the lead is
actually in our ability to demonstrate to the “giver” the
importance you place on referrals. When they see this, they will
many times respond by delivering even better ones to you.
Set a goal for yourself regarding the number of referrals you
expect to generate each week, month, etc. When you do so, you’ll
be amazed with results, as you will build your time around
achieving the goal.
Develop relationships with people who are both influential and
come in contact with a number of other people because they are
the type who are most likely to generate contacts. However, when
developing the relationship with them, remember that it is not
all about you. Rather, it’s all about how you can first help the
other person.
Create a “referral month”. Take one month each year when you
blitz everybody in your contact list, asking them first how you
can help them succeed in their business, goals, etc., and then
requesting referrals. A great approach in doing this is to ask
for a detailed explanation of their job description and how you
might be able to provide referrals to them. Of course, the key
is following through and providing these people with leads.
A great resource for referrals is small business owners. They
are generally very sensitive as to how leads can impact a
business. Remember, however, that referrals go both ways.
Whenever you are meeting with a customer to update their
information, be sure to ask them if they know of others in a
similar situation to theirs. Naturally they will, so it’s
appropriate to infer that the prospect could benefit from your
services in the same way.
Seek out the ability to provide others with referrals who are
not expecting them. When you meet somebody at a school meeting,
or a neighborhood gathering provide people you meet in these
types of non-business events with referrals. People who receive
referrals from an event like this will automatically become
sensitive to the person who gave them the referral.
Become a person of influence, people who have the ability to
influence become people others want to connect with and thus
become very receptive to receiving and giving referrals.
Thank you notes and other hand-written letters of expression are
a great way to stay in contact with others and they’re a great
tool that allows others know you’re thinking of them. More
importantly by taking the time to write people hand-written
notes saying thanks will shape your own attitude and make
yourself even more giving.
Mark Hunter, “The
Sales Hunter”, is a motivational sales speaker and industry
expert who addresses thousands each year on how to increase
their sales profitability.
For more information on his sales training or to receive
a free weekly sales tip via email, contact “The Sales Hunter” at
www.TheSalesHunter.com.
Reprinting of this
article is welcomed as long as the following is included:
Mark Hunter, "The Sales Hunter",
www.TheSalesHunter.com,
© 2007
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