Like you, I LOVE referrals. I'd rather use referrals to get appointments than pick up the phone and cold call any day. Don't get me wrong, I teach cold calling and still believe it's one of the most cost effective and time efficient ways to get an appointment, but if it comes down to a choice I want a referral. A referral is far more likely to get you an appointment (if it's handled well) and in many cases a strong enough referral can take you half way to a sale.
Here are three crucial tips for being more referrable:
1) When someone gives you a referral, follow up right away.
I find it very annoying when I take the time to give someone a referral only to find out later on that they didn't follow up on it. When I give you a referral, it typically means I've contacted the person I'm referring you to on your behalf so that they're expecting your call. If you don't follow up, it makes me look bad. Follow up within a few days at the latest. Then, let me know that you followed up.
2) Conduct yourself professionally and with 100% integrity.
There's nothing that will stop me from giving you referrals quicker than me thinking I can't trust you or that you'll be less than professional. Think about it, when I give you a referral I'm giving you access to my clients and associates. These connections are extremely important to me and if you meet them after I give you a referral, and act with less than 100% honesty and professionalism it reflects back on me. I could lose a client or friend and I'm just not willing to do that.
3) Help others refer you by giving them a "form" letter they can use.
A while back a dear friend, and trusted business associate, offered to refer me into a well- known company I very much wanted to do business with. I was excited to hear she had a connection for me. The same day that she told me about the lead I followed up with her via email to let her know I was excited and how much I appreciated her being willing to refer me. She replied saying, "I'm swamped. Can you please write the referral and I'll forward it?" It never occurred to me to write my own referral letter but then I thought, "Who better than me to write what I want someone to read about me??!!" Put together a letter that others can use to refer you. Here's mine, as an example:
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Dear __________,
I'm writing you to introduce Jeff Goldberg. Jeff is a trusted business associate. He's a sales consultant, trainer and coach as well as an author. He works with companies like yours to help them create, or improve, and nurture their sales culture. This usually results in him working with the top executives and middle managers on sales management strategies as well as training and coaching the salespeople to teach them how to get more appointments, shorten their sales cycle and close more business, more profitably. When he works with companies, they make more money.
I've given Jeff your information and asked him to contact you. I'd appreciate it if you would accept his call. I know you'll thank me after you meet with Jeff.
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This letter resulted in me getting in touch with a huge company that I had wanted to penetrate for quite a while and although it didn't result in business, it did do what it was meant to do, get the conversation going with a solid referral.
Remember to regularly let your network, as well as any business associates, (including customers) know what you're looking for, (you have to know and be able to express what constitutes a good lead for you) ask for the referrals and make it easy for others to refer you. Hey, it beats cold calling.
Make It Happen!
Jeff
Tuesday, June 8, 2010
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