One of the best ways top producers
build their book of business
is through referrals. Although
referral business usually generates the
best type of clients in terms of both
quality and revenue, many people are
not clear on how to effectively get in
front of referral prospects. Here is a
step-by-step guide to follow:
1. Set a Referral Goal. Like anything
else in your career, you can set a
goal for the number of referrals you
want. A general rule of thumb is that
50% of satisfied clients you ask will
give you at least one referral. So, if
your goal is to get 10 referrals in a
month, you need to ask 20 clients.
2. Start Asking! There are two main
reasons why people don't ask for referrals:
One is that they are afraid of
rejection. Hey, you already did the
hard part — you got someone to agree
to do business with you. If they are satisfied
with your service, you've earned
the right to ask for referrals. If you feel
unworthy of asking, either you don't
believe in what you're doing or you
lack the self esteem.
The second and more common reason
people don't ask for referrals is
that they simply haven't learned the
right words to say! So here's a little
script to follow. By all means, adapt
the words to your own style:
"The purpose of my call today is
that, as I may or may not have
explained to you previously, one of the
ways I build my clientele is through
referrals from good clients like yourself.
My ideal prospect is someone like
you, who ___________________."
Simply fill in this blank with the
characteristics that describe your ideal
prospects: the type and size of business,
number of employees, number of
locations, and any other defining characteristics
you look for. For example, I
ask my clients for names of high
achievers in the financial services
industry (financial planners, stockbrokers,
insurance agents), small-business
owners, and 100% commissioned sales
professionals who would like to go to
the "next level," invest in their own
personal development, and earn — or
desire to earn — a six-figure income.
3. Dig a little deeper. If no one
comes immediately to your client's
mind, you can prompt him with some
examples, beginning with asking for
introductions to contacts in companies
you are targeting. You can also ask for
his counterparts in professional or
civic organizations he might belong to,
or even his neighbors, college alumni,
golf buddies, etc., who move in these
circles. If he still draws a blank, then
just thank him and tell him to call you
if he thinks of anyone.
4. Enlist their help, if they're willing.
If your client does give a name,
ask, "What would be the best way to
approach this person?" When she
advises you, ask, "I don't suppose you
could call her to let her know I'll be
calling?" Most people will readily
agree to this. If so, I strongly encourage
you to set a follow-up date by phone
with the referrer.
5. Don't forget to thank them! Once
you get the "green light" to call, get in
touch with this prospect to introduce
yourself and set a time to meet.
Immediately afterward, send a handwritten
thank-you note to the referrer,
along with the promise to keep him or
her posted on your progress with the
person referred. That's just common
courtesy, and it will bode well for referrals
in the future.
Generating solid referrals is critical to
your business's success, and it doesn't
have to be a painful or awkward
process! With a little planning and a
confident attitude, you can expand your
client base faster and more easily than
ever before.
Since developing his first coaching
program in 1982, Success Skills Coach
Jim Rohrbach, "The Personal Fitness
Trainer for Your Business," has
coached hundreds of business owners,
entrepreneurs, and sales professionals
on increasing their clientele.
Learn more about Jim Rohrbach at
www.AdvantEdgeMag.com/CoachsCorner.
To find out how a Nightingale-Conant
coach can help you become a high
achiever, call us at 877.512.3100 to
speak with a coaching representative.
