Many salespeople believe that their particular industry doesn't
encourage referrals. Typically, this myth evolves because people
expect that referrals will just fall into their laps. When these
referrals don't materialize, they assume that referrals are just
not possible in their business.
Truthfully, there are very few industries where referrals just
happen, so the rest of us have to work hard to get referrals.
When salespeople help the referral process to move forward by
being proactive, they often find that referrals are a great way
to find new prospects.
Unfortunately, clients and associates are not actively looking
to refer people to you. This may happen in some businesses, but
only a few. The rest of us need to engage all the contacts that
we have -- family, friends, business associates, clients, etc.
To do this, first describe your
ideal prospect because often our clients and associates truly
don't know what we are looking for. The second step is simple
(but often overlooked). Ask them for referrals! There is no rule
that states that salespeople can't ask clients and associates
whether they know of anyone who might benefit from their product
or service.
Of all the people within our
spheres of influence, 20% will give us referrals without asking,
20% won't give a referral even if asked, and that leaves 60% of
our contacts who will give a referral if we ask them for it! Try
to target these people with a systematic way of gathering
referrals and you'll be pleasantly surprised by how well
referrals can work.
Make a referral list for yourself by writing down all those
individuals who might have a good referral for you and set a
goal for how many referrals you would like them to give to you
(at least two). Once you have closed business from those
referrals, branch off from that second group and set another
goal for asking them for referrals.
If you continue this process of
asking each group for more referrals, you will see how a handful
of people can make a big number of prospects, and then how those
prospects will lead to more prospects. The key is to start
asking!
Most likely, your contacts won't
remember to refer business to you unless a prospect asks them
about your service or product. We all know this happens rarely
in business. Instead, ask them who they know who might benefit
from speaking with you. It never hurts to ask! And by asking
consistently, we receive referrals consistently.
Sandler Systems, Inc. All rights reserved.
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