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How to Get More Referrals

Written by: Donald F. Pooley

Article Overview: I learned very early in my career that though many of us can sell life insurance, the truly successful agents are great at prospecting. They also use more than one prospecting tool.

How to Get More Referrals

I learned very early in my career that though many of us can sell life insurance, the truly successful agents are great at prospecting. They also use more than one prospecting tool.
I also learned through direct experience that some methods are better than others. I tried cold calling, newspaper ads, radio advertising, and trade shows, and none were effective.
My most effective prospecting technique is getting referrals from clients. But I have had to work hard over the years to make myself referable. I haven't had to ask for a referral in close to a decade, but still get several every month.
To make myself referable, I:
1. Tell everyone that I work on a referral basis. Just as they'd recommend a good restaurant to their friends, so they should recommend me if they are happy with my work.
2. Call every client on their birthday and anniversary just to wish them a happy one. They appreciate the personal touch, and often bring up business or give me a referral.
3. Send a newsletter to everyone, both clients and orphans. I actually got a phone-in from an orphan policyholder this spring, and he is now my biggest money client.
4. Ask for names of people who would benefit from receiving my newsletter. Not asking directly for a referral to sell to builds trust, in both the client, and the prospect.
5. Keep in regular contact with every one of my clients. The easiest sale is to someone who has already done business with me. Even just a phone call to say hello is appreciated, and often leads to questions that lead to sales.
6. Offer clients, prospects, and policyholders information, and service on my website, www.rrspguy.com. Yesterday I set up a free classified ads service on my site, and emailed my clients. Got a call right away from a client for an RRSP.
7. Send all clients a wall calendar. Almost 75% of the clients' homes and businesses I visit have my calendar on their walls. It's important for my name to become a house- hold word, and for clients to have easy access to my phone numbers and email address. They see them every day.
When I find something that works, I incorporate it into my business process and make it a steady routine. It provides consistency for my clients and makes me referable. To quote an old friend of mine, Wayne Cotton, "If you have a problem, make it a process and it won't be a problem anymore."
Greg Bowen, President of Bowen Financial Inc., has been protecting the lifestyles of middle-income Albertans since 1978. Greg also publishes a newsletter for life underwriters to mail or email to their clients, and prospects. For more information on it click on Life Letter .

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Related Forum Posts
Re: How do you get your clients? - I think staying away from gathering clients strictly online when first starting out is probably a good idea. Your first few clients could maybe be people you know, or know through somebody that may require some of your services. Another good way of gaining new clientel is offering your first few clients completely free service in exchange for placing your business card or promotional material in their business if you're doing b2b sales. Referrals are the lifeblood of many small businesses.
Re: How do you get your clients? - [quote="brata":2qa58hl5]I think staying away from gathering clients strictly online when first starting out is probably a good idea. Your first few clients could maybe be people you know, or know through somebody that may require some of your services. Another good way of gaining new clientel is offering your first few clients completely free service in exchange for placing your business card or promotional material in their business if you're doing b2b sales. Referrals are the lifeblood of many small businesses.[/quote:2qa58hl5] Ive been in business for a few years and my best way to get clients is door to door so far. However as my marketing budget grows I have stopped door to door business to business sales and shifted to mailers, billboards, radio, and just a tiny bit online.


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