There are so many
referral tips on the internet. However, those who
succeed are far and few in between. Actually, most
referral systems can
work, it is the people
who don't implement them properly. Most people do not want to ask for
referrals for fear of disrupting stable relationships wtih
existing clients. But the situation need not be awkward.
Imagine a scenario where a prospect is now siting in front of you.
You just wrapped up a sleek presentation and described what
you do and why it
works. That is, you made a “performance promise.”
Your client asks you,
“How much does it cost?” You tell them and they are happy
with the fair price. A contract is inked and the relationship is
in
balance.
But this relationship is thrown out of balance when you
ask for referrals, “Err... if you don't mind, can you refer those
you know to me?
A deathly silence greets you. Question like this invokes the
“Law
of
Reciprocity,”
which states that if I give something to you, I have a right to expect
equal or greater value in return…at a time of my choosing. It is
a natural reaction and that is why most sales people have a
problem asking for
referrals. We are asking for help -
this creates an uncomfortable sense of
obligation.
There are solutions to kickstart your
referral business, of course!
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First, instead
of memorizing all the names in your name card folder, why not strengthen
the relationship by bringing them into your community? Let them know
you as a mutual FRIEND.
Here’s how to do that. Think of your favorite, ideal client?
One
who not only buys multiple products and services, but is also the
kind of person you like and respect? What do you like and respect about
this person? Are you looking for
another client just like this one? Then let’s just speak the
truth.
Tell your most ideal clients, “I’m looking
for
another you!” Then continue with, “I realize there
isn’t anybody who is exactly like you but I also realize
there
ARE people who are similar. |
Analyse your client’s strengths, characteristics, and
traits to determine if he can provide a suitable referral.Ask
your clients if they have any friends who are open
minded, progressive and deeply involved with their
family and community? Someone who has the
initiative and drive to get things done but still has time to
make people around them feel important. Witty people who makes you
feel
you’re trusted and respected when you’re with them?
Who do
you know… who’s like you?”
Ask these questions in a relaxed setting. They’re
going to feel
better about you whether they give you names or not. If they do give
you names, ask if anyone else comes to mind. Then ask if it’s
ok
to ask a few questions about each person.
Here are the questions!
* What caused (the person’s
name) to come to mind?
* What do you like about them?
* What else do you like about them?
* What do you most respect about them?
Call the prospect and suggest
to have a friendly conversation. Try to get your client to call
ahead before following-up on the lead. This will greatly increase
the permission to market your product/service. Let’s say
that your client
is Smith who has referred
you
to Jones. Your client has called and suggested that Jones talk
with you.
Your follow-up call might go like this:
“Jones, this is (your
name). Smith suggested I give you a call and I promised I would.
I’ve really been looking forward to talking with you because
Joseph told me what he thinks of you. He said that you’re an
open-minded person who is always interested in finding new ways to
become more involved with your family and your community. He said that
when he’s with you he always feels respected, trusted, and
like
you’re a part of his family. Am I talking to the right Jones?”
Normally…they’ll laugh! Then they’ll
either
“down play” the compliment or they’ll
make a small
joke about it. It’s normal to have a short conversation about
your client.
When it’s appropriate, continue with, “Has Smith ever
talked to you about the very special way we handle his
finances?”
They’re either going to say yes or no. If they say yes, ask
them
what they’ve heard then proceed with the rest of the
conversation. If they say no, still... proceed with the rest of the
conversation.
“Let me make this easy for us. I
don’t know
enough about your unique situation to know whether the very special way
we help them with their finances would work for you or not. But it only
takes a few minutes to find out. What do you think?”
Now, you just “walk them through” the process you
use to determine if there is a match. Describing what your client likes, admires, and respects about the
prospect enhances all three relationships, strengthens your community,
and helps to provide a solid foundation upon which to build your new
relationship with the prospect.
Before you know it, you have converted a
referral who is a total stranger to your most valued client..