306 words
Obtaining referrals can be difficult if you're not used to asking. But once you've adopted the habit of asking you'll obtain enough referrals that it will be hard to follow up on them all.
A study conducted by Bill Bishop and Associates of Orlando, Florida found that 60%-80% of referred leads buy. They buy an average of 23% more than cold suspects. They are also four times more likely to refer you to other leads than cold prospects. It clearly makes sense to ask for referrals.
If you've done a good job for a client, that person will be glad to suggest others you can help. But if you're not used to asking, even the phrasing of the question can be difficult. The following are some samples:
"Tell me, George, who else do you know in a similar situation to yours who might benefit from our services?"
"Maria, what two or three other people need an improved word processor?"
"Who else do you recommend I share these tax saving ideas with?"
"By the way, Ted, before I leave, who else in your department might like to know about our special health plan?"
Have your pencil poised, ready to write names, numbers and anything else the client offers. Some successful sales people ask "If you don't mind, would you call the prospect to say I'll be calling and share what we've done for you?" or if in the same building, you might ask "Would you mind taking a minute to introduce us?
Avoid "Do you know anyone..." -it is easy to say "no." Also, avoid telling your customer what your need is, i.e., to win a sales contest, to support your new house. Put your request in the context of helping others.
Your approach should be comfortable for you. But whatever the approach, always ask.
© 1989 Morgan Seminar Group
_______________________Rebecca L. Morgan, CSP, is a dynamic speaker and seminarist. She is the author of four books, TurboTime: Maximizing Your Results Through Technology, Calming Upset Customers, Life's Lessons: Insights and Information for a Richer Life, and Professional Selling. For information on her speaking services, books, and tapes contact her at 1440 Newport Ave., San Jose, CA 95125, 408/998-7977, 800/247-9662, fax: 408/998-1742, rebecca@RebeccaMorgan.com, www.RebeccaMorgan.com. Please contact Rebecca for permission to reprint or repost this item.
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