Get Warmer with Cold Calling

Written by Drew Stevens

Using Referrals to Keep Profits High and Sales Work Low

If there were a way for you to work less and sell more would you be interested? If I can provide you a simple method to reduce advertising and increase sales would you be interested? Of course! The answer lies in your ability to address the most simplistic selling method—referrals.

In a recent survey amongst 1100 business owners for my latest book, 87% that they don’t ask for referrals. One of the easiest modes of marketing is referral. With the increase in competition, two things exist: a need to differentiate from competitive forces and the desire of consumers to trust you. Clients desire to do business with those they have familiarity and faith. The best method to connect these relationships is with an introduction.

Successful sales professionals and business owners are those that understand how to obtain business with the lowest acquisition cost. A former web developer would ask me each time we either spoke or met directly for at least two to three recommendations. He was very persistent. However, in less than six months was booked solid for the next three years. He never made a cold call again, nor did he advertise to bring clients to his store.

Warm Calling There are two questions that require answers: 1) Who do I ask a referral? 2) What is the best way to ask?

The first answer is easy—ask friends, peers, colleagues and importantly existing clients. The former requires a review your inner circle. Review your 25 closest contacts and ask that they provide you at least two to three contacts. Ask your 25 to 50 closest clients for the same. The math speaks for itself, should your peers and clients give you two, your referrals will rise from zero to 200. Imagine if you conducted this exercise once every 30 days; that’s 1200 new prospective clients!

The answer for the latter question requires timing and tact. The best method to request a reply is when you are with a satisfied client, have accommodated a need and they are happy. While content with your service ask the following, “I thank you for your business and glad we have worked well together. Would you mind providing a name or two that seek to obtain similar value that I provide?” Your suggestion of value focus, contentment and relationship will synergize and provide names.

As an action step develop the daily habit of asking referrals. Make this attempt religiously. If necessary place a note in your day planner or electronic calendar so that it becomes habit. The more requests, the more names received. Continue to ask and watch your business soar without effort!

Drew Stevens -
	Drew Stevens PhD is known as the Sales Strategist. Drew assists organizations to dramatically accelerate business growth. He is the author of seven books including Split Second Selling and Split Second Customer Service and Little Book of Hope and is frequently called on the media for his expertise. Drew was recently nominated as one of 50 Top Sales Experts. stevensconsultinggroup.com Read More >>
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