How to get referrals in the sales process
No matter what kind of salesperson you are, getting referrals is an important part of generating leads. Your prospects will often go to someone they know before deciding to buy from a stranger, and getting referrals can help you make that first connection. But how do you actually get them?
It’s all about building relationships with people who are in your network or could become your network-and asking them for help. Salespeople should think of themselves as relationship builders rather than just making a sale and running away like a stagecoach robber. It may be awkward at first, but with practice it will get easier and the rewards will be worth it every time.
One of the most common mistakes salespeople make with referrals is asking for them in the wrong way. “Would you mind if I gave your name/number to a client?” or “Can I sell you this?” are invitations for a “no” answer. A better way to ask is the question, “How can I help you?” The answer will usually be something like:
“I am thinking of buying xyz but would like some advice on whether it’s a good choice.”
“I am thinking of switching to a new company but want to make sure I am making the best decision.”
“I would like advice on setting up a website and don’t know how to go about it.”
You can also ask for referrals by mentioning the kind of clients you are looking for. “If you hear of anyone needing xyz, please let me know. I would be happy to give them advice, or if it is a matter for my company, I would be happy to set up an appointment.”
Whatever approach you choose, when you get a referral make sure to follow up to confirm that the prospective client is interested. Also make sure to thank the person who referred you.
Most people are happy to give referrals but they don’t always do so because they think it means they will lose the original sale. When you close the sale with a referral, remember that it can still be an opportunity for long term client relations and won’t harm your relationship with your first contact.
All your prospects and clients are part of your network. You will never be able to make all of your sales on your own, so you need to find the right people who can help you make those sales. Treat everyone you meet as if they are a potential referral source, and they usually will be!
Good Selling!
Karen Litzy is president of Marketing Solutions, LLC , a consulting firm that helps companies develop marketing strategies using a variety of marketing channels, including speaking, writing and other forms of communication. She is a popular speaker on the seminar circuit and an author or coauthor of several books on business and sales topics. She can be contacted at: Karen@KarenLitzy.com
NOTE: The original article from which this one is posted was written by a fellow graduate of the William James College of Marketing. Karen Litzy is one of my favorite educators and promoters, so I decided to post it for you to enjoy. My new article will be published in the next day or two and will explain some strategies and tactics using mobile applications as marketing vehicles. You can read more about that article here: http://jamescnnmarketing.blogspot.com/2012/02/how-to-get-referralsin-your-sales-process.html
Please share this article with your marketing pals. If you are one, then you’re a friend of mine. If you aren’t, well….leave a comment anyway! You can also find me on Google+ , Facebook and Twitter . I’m always happy to connect with other small business owners and marketers! Don't forget to sign up for my newsletter to receive FREE tips and resources! http://jamescnnmarketing.blogspot.com/p/free-newsletter.html?m=1 Also, please forward this email to anyone who might appreciate it (spouse, friend, coworker, etc.). Be sure to add your email address to the cc line so that I know how many people you shared it with! Have a great day and keep on spending more with less,
James G. Connelly Jr.
P.S. – A shout out to all of our "speed networking" friends everywhere! :) I always love connecting with you guys and hearing about your strategies for meeting new people, getting referrals etc. It's great hearing what works for you, something I definitely take into consideration when developing my own personal strategies for finding new customers, making sales, and meeting new people. I also know that many of you have read my blog before and find it useful, so thank you for being here! P.P.S. The original article was posted on January 20, 2010 and was written by Karen Litzy . All rights reserved.
Update: The article has been updated to reflect better formatting and more recent information. Good Selling!
Posted by James G. Connelly Jr. at 1:23 PM No comments:
This is a great article, James. Thank you for sharing it with us. In my experience, I also find that people are a lot more receptive when they know you can help them or give them advice (or just even listen to them) rather than asking right off if they would buy something from you or if they know of anyone who might be interested in what you sell. Good stuff! Reply Delete
Hi James, Appreciate the update and thanks for sharing the original article with us. Great advice here on asking for referrals and what to do once you get them. Thanks again for sharing. Reply Delete
My apologies for the delay in getting this up... sometimes life gets in the way, you know? I hope you are all having a great summer, and thank you for allowing me to share this article with you. Happy Selling!
Tawfiq Ammari is a sales trainer who has been working with sales executives since 2005, coaching them to achieve their goals and develop their teams by designing and leading hands-on training programs. He also gives workshops on cold calling, qualifying prospects through the telephone, setting up appointments, writing winning proposals, maximizing sales productivity and more. Tawfiq is a graduate of the Canadian Securities Institute as well as The William James College of Sales & Marketing .
Conclusion: In some cases, when I was successful in getting a lead from my high quality prospects, I would ask for an appointment to meet the real decision maker in order to qualify my prospect. On several occasions, I obtained great appointments that led to the ultimate sale of my product or service. Not all high quality prospects will be your best leads but regardless of what you are selling; whether it is window cleaning services or software, you have to have a way of qualifying your opportunity so you can move forward with confidence.
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