Love them or hate them, referrals are one of the most crucial parts of a successful sales strategy. In fact, it’s one of the most reliable ways to grow your business – but only if it’s done in a systematic, smart way.
Despite their effectiveness, many business owners and their sales teams avoid or fail at implementing successful referral strategies. The reason? They have to ask, and don’t know how.
Really, it’s no wonder that referrals inspire dread. Without the proper approach, it’s likely your team is asking for referrals in awkward, off-target and possibly inappropriate ways.
The following strategies will make requesting referrals a natural and logical progression in your business and client relationships:
1.STOP CALLING THEM “REFERRALS”
The word “referral” has its place in your professional relationships and with entrepreneurial peers, but not with your customers. Many customers and clients aren’t sure what the term means. They might think you need a reference, or assume you’re just looking for names and numbers. But what you really want is a warm introduction. So, why not ask for one directly? Cutting out the formal referral talk and simply asking for introductions and see more progress in a shorter period of time.
2. DON’T BE AFRAID TO ASK
If you’re afraid of asking for introductions, you’re not alone. Many salespeople hesitate when asking for an introduction. The only way to get over this fear – is asking anyway. Think of it this way: You’ll never lose business by asking for a referral but you never know how much business you’ll lose by not asking at all. Fear of asking for introductions is a major opportunity loss, so force yourself and your team to work through the fear.
3. GET SPECIFIC
One of the biggest mistakes you can make when asking for a referral is not being specific about the kind of introductions you want. Too often your team might say, “Who do you think might be a good fit for our services?” While you may think this is making it easier on your referral partner or client, it makes it much more difficult.
Help them visualize your perfect client by giving clear examples about the type of prospects you’re looking for. If they know the exact person you may just jog their memory.
4. CREATE ADVOCATES
When an ask for a referral or introduction comes back empty, it’s a sign that you’re asking the wrong people. When reaching out to a client or peer, make sure it’s someone who used and was satisfied with your services.
Having trouble finding this pool of people? Asking for and reading testimonials, engaging on social media and networking events are foolproof ways to find customer advocates.
