How to Get More Referrals

Whenever I hear that question, I respond with a question of my own: “When was the last time you gave a prospect a referral?”

Here’s another question I ask: “Are you referable?”

You see, much of the existing sales philosophy on this subject focuses on techniques to get referrals from existing clients or centers of influence, and they all break down along basically the same lines: “If you ask for them, they will come.” Common practices include sending out a letter requesting the names of five friends or associates, or, during a face to face meeting, handing your client five cards on which to write names. Another common suggestion is that you ask, “If your friend walked in the room right now, you would introduce us wouldn’t you?”

There are several big problems with these approaches. First, they are centered on your needs – namely, the need for a referral. Second, they put the other person on the spot, which for most of us is uncomfortable. Third, they assume that the person is willing to risk his or her prestige by making an implicit endorsement of you, which may not be the case. (If it’s not the case that means you’re not referable yet!) Lastly, they are not consistent with the philosophy that we teach. We call this philosophy the “do-based” selling approach: before we can expect a prospect to become a client we must find out:

 What they do
 How they do it,
 When they do it,
 Who they do it with,
 Why they do it that way.

Only then can we ask them questions that will help them to do what they do better. If our asking them for a referral doesn’t support what they’re doing now, we shouldn’t expect to get one.

In order to expect referrals, you must first know your client, and then make sure you really are referable, from the other person’s point of view. How do you do this? You ask! But I strongly suggest you do it in the context of providing something.

Try this approach: Call fifty of your top customers and ask them something about what they’re doing right now. Explain that the reason you’re asking is so that you can recognize their special products, their services, and their problems when you are speaking to your other customers and prospects. Tell them you would like to promote them if you can and also to introduce them to others who may have goods or services they need.

Essentially, you are saying: “I have to know some more about you so I can refer you to somebody else, or refer someone else to you.” Make it clear that this is not about your product or service. (That comes later!) If you are prepared to give referrals, you will be much more referable in your customers’ eyes.

Once you’ve completed your fifty calls, match up your lists. Normally, with fifty clients, you will find at least five or ten who really should get in touch with each other. Make the introductions and back away.

Many of my clients who use this technique find that in addition to generating more referrals they get business they weren’t expecting just from the initial phone contact! But be careful -- this is a pleasant side effect, NOT the reason for the call.

Remember: In order to get referrals, you must first give them, and you must be referable. I’ll share some thoughts on how to become referable in another article.



How to Get More Referrals - To learn more about this author, visit Don Mersereau's Website.

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