should not ask for a referral. The landscaper who did my yard told me that he had contracted to do two new jobs each was worth almost $50,000, as a result of asking for a referral from two homeowners who had turned his bids down.
Simply say to your prospect, “I’m sorry I don’t seem to be able to meet your needs today. Who else do you know who might be interested in a, whatever your product happen to be?” Notice that I did not ask if they knew anyone, for that almost always brings an instant NO response. I asked who else they knew, suggesting that there must be someone. It’s a subtle difference that makes a huge difference in the response you will elicit.
4) Ask ex-customers Just because a customer is an ex-customer doesn’t mean he or she can’t or won’t refer you business. Make it a point to stay in contact with ex-clients. I frequently get referrals from ex-customers who have since moved on to other things but still have friends or contacts in my industry.
5) Ask business suppliers for referrals. Remember, you buy goods and services from others. You are a good customer to someone. That someone should be glad to give you referrals. Be sure to remind your suppliers that you are always in the market for new leads.
6) Demand more referrals!
As a speaker I actually demand referrals from my clients by including a clause in my speaking contract that includes, as partial payment, the guarantee of two referrals for a job well done. Consequently I have massively increased my referral base.
7) Getting referrals from your competitors. Competitors can often be a good source of referrals. Sometimes you get a job that you don’t want. It’s too small or you and the prospect simply don’t hit it off! In these cases, instead of letting the prospect bounce around to three or four more people, take the proactive approach and refer them to someone who can help them at once. They in return will refer people to you!
When a customer gives you a referral that results in a sale, at the very least, you should send him a “thank you” note. Every time you thank a customer for a referral, you have the opportunity to repeat the cycle by asking for another referral. Always end each “thank you” communication, by asking if the customer knows of anyone else who might benefit from what you have to offer.
Make it easy to get referrals
When I sell one of my audio programs I often include postcards, fax sheets or reply cards to encourage an instant response and referrals for my programs. The easier you make it for other people to promote you and your business, the more they will do it.
Referrals are the life-blood of any good business or service, but they work a whole lot more predictably and effectively when you develop and follow a system so that good leads don’t just slip through the cracks. Oh and if you know anyone who needs sales or marketing help refer them to me!
Andrew P. Wood has 1 articles online
Andrew Wood is the world’s leading expert on golf related marketing. He is the author of over 20 books including Cunningly Clever Marketing Book and The Golf Marketing Bible. Andrew speaks worldwide on sales and marketing topics. He is also the CEO multiple golf marketing companies including Legendary Golf Management Company.
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