Forget sales referrals; it’s better to arrange for introductions to prospects
We all know that referrals are almost always the best source for new business. They work because someone who already likes us is referring us to someone who likes them. There's an immediate connection, and hopefully an openness to listen to who we are and why we want to meet them.
Here's what happens when we ask for a referral: We start with, “Do you know anyone that could use my services?” In response most people say, “I'll think about it.” Of course, most people stop thinking about it moments after we've left. Asking for a referral can put a customer on the defensive, because we're asking them to think about something that's out of their context and not their responsibility.
Our customers are not our salespeople. It's not their job to think about us and connect us with prospects. This can shift your relationship. Rather than being the expert who's there to support them, you want them to do part of your job and support you.
The alternative approach
So what's the solution when you know they have contacts who could use your services? Instead of asking for a referral, ask for an introduction to the specific person you want to meet. This means doing the research up front to identify the people you want to meet and knowing why you want to meet them.
• Begin with who you want to meet. Identify your desired customer relationships. Start by profiling your existing customers, especially the 20 percent who represent 80 percent of your success. Profile their businesses, locations, circumstances, key issues, etc. Then, use those profiles to find more of the same type of businesses.
• Identify the "why." When you ask for an introduction, you're asking someone to put their relationship and trust on the line for you. They deserve to know why. Providing the why demonstrates respect for the relationship your customer has with the person you want to meet.
• Make the "how" easy. Enable an introduction without your customer having to do anything except to agree to using their name. Explain who you want to meet, why you want to meet them, and ask to use your customer's name when you reach out to them. For example: “I see you know Frank Jones at Amalgamated Industries. I would like to meet him for the following reasons. Would you mind if I used your name in reaching out to him?”
It's that simple. Sometimes, your customer will respond with an offer to actually introduce you.
Best tool: LinkedIn
- The best tool to discover connections is LinkedIn, because it shows how everyone is connected to someone. The key is to have qualitative and substantive connections . In many cases, we'll have a single point of connection between us and a person we want to meet.
To summarize:
- Think in terms of proactively seeking specific introductions instead of asking, hoping and waiting for a referral.
- Keep the responsibility for new business on your own shoulders; your customers are not your salespeople.
- Explain why you want to connect with someone.
Finally, be at your best when you meet the new person. Focus on building a relationship and trust; don't tell and sell coming out of the gate. Remember, you're connecting with a person; you're not a company connecting with a company. Keep your connector informed. Let them know their relationship is respected and you appreciate the warm introduction.
Ken Cook is co-founder of How to Who and co-author of How to WHO: Selling Personified, a book and program on building business through relationships. Learn more at www.howtowho.com.
WBJ Web Partners
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