For some of us working referrals is a foreign concept; we are scared of asking or do not understand how to do it. Yet, when Dustin was working, during most of his summer his sales were coming from 80 percent referrals and 20 percent cold calling. That means that almost 16,000 units came from referrals. Think of how much you could increase your sales by just adding referrals to your repertoire.
Dustin begins by outlining the mentality needed to efficiently use a referral system; that is: you must have belief in your product and service. Without this strong belief, customers will never give you names. Work the 80/20 rule which means in the first three weeks 20 percent of sales come from referrals and the last three weeks 80 percent came from referrals. Finally, get more sit-downs! More sit-downs equal more referrals.
I wish I had ten customers that were as cool as you!
How to Ask for a Referral
1. Transition Statement
2. Clearly ask for a referral
3. Paint the picture
4. Isolate faces
5. Write down referrals
6. Ask who else
7. Get pre-approach
Transition Statement
1. Thank them
2. Build them up
“Thank you for who you are and making an investment in your kids’ educational future. I wish I had 10 customers just like you.”
Clearly Ask for a Referral
1. Build them up
2. Create a buying atmosphere
“Based on who you are and who you know, who would be a good fit to talk about their kids educational needs”
Or for recruiting:
“if you were a corporate recruiter and you were selecting people for an internship where people can build a career who would you interview?”
Isolate Faces
1. Start broad
2. Identify their circle of influence
3. Get specific
“Basically, I'm looking for anyone who has kids. I know you are really involved with your PTA group. Who is the person you’re close to in the PTA? Who did you sit next to last meeting?”
Write down the referral
1. Break eye contact
2. Look at referral pad
3. Don’t talk until they give you a name
Ask: “Who else?”
Don’t get pre-approach immediately. Write down as much as possible. Thank them for giving you a referral. Ask: “Who else?” until you have ten referrals.
“Thank you so much. This is really how I do business and this helps a lot! Who else would be a good fit to talk to?”
Get Pre-approach
- Get the decision makers first name. What kind of decision maker are they?
- Both mom and dad?
- What time will they be at home? If you were me, what time would you go see them?
- What grades are their kids in? Are the kids in the same as yours or older?
- Tell me about John, what kind of guy is he? Is he straight forward, detailed, extroverted?
Navigating referrals
Fighter, entertainer, detective or counsellor?
Referral tool box: referral sheet, use your map, create triggers and anchors
Schedule:
8-10 referral appointments
10-12 plough the field – lunch appointment
1-3 plough the field
3-5 referrals
5-7 appointments
7 make a list of top prospects
7-10 VIP list
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