TROUBLE GENERATING REFERRALS ?
BY : ERIC FRY MANAGING PARTNER SANDLER TRAINING
Next , ask your client for permission to use his name when you make the referral call . For example :
Tom , would you be OK if I tell Art that his name came up during our conversation ?
Ideally , you want Tom to not only give you permission to use his name but also offer to let Art know that you ’ ll be calling … or perhaps make the introduction himself .
USE THE “ INNER CIRCLE ” STRATEGY Even if Tom doesn ’ t set up the call , think about how much easier it will be to make . This is no longer a “ cold ” call . You know something about Art , his business , and why he might be interested in your commercial insurance program . What ’ s more , Art is likely to be more comfortable and receptive to taking the call when he discovers that his golfing buddy , Tom ( someone of equal business stature , i . e ., another business owner ) referred you .
Last but not least , think about how easy it will be to get past Art ’ s gatekeeper . When he asks , “ What ’ s it about ?” you simply reply , “ Art ’ s golfing buddy , Tom Beale , asked me to give him a call this morning .”
This “ inner circle ” strategy will also work with other potential referral sources , not just clients — even prospects who do not have a current need for what you have to offer . In that situation , you can still frame the request around a likely inner circle . Here ’ s an example :
Jeff , based on our conversation , it doesn ’ t appear that I ’ m going to be able to help you this afternoon . Perhaps you can help me . Now that you better understand what I do , I suspect that you may know another business owner , even a friendly competitor , perhaps , who could benefit from my company ’ s insurance services . To whom should I be talking ?
This powerful referral strategy can be used with anyone whose sphere of influence encompasses people who fit your ideal prospect profile . You have nothing to lose by asking … and everything to gain .
THE BOTTOM LINE By using an “ inner circle ” strategy , Colin was able to rely far less on “ cold ” prospecting calls , which he didn ’ t like making , and far more on calls generated via referrals from happy customers . These were much easier for him to make and far more productive in terms of opportunity development . As a result , his personal bottom line improved , and he managed to hit his quota for the quarter — a goal that had seemed all but unattainable a few weeks earlier . +
Eric Fry is Managing Partner with Sandler Training . Prior to Sandler Training , Eric worked for a number of well-known , international organizations including Xerox and Staples Advantage while honing his skills in sales and leadership throughout his career .