It’s counterintuitive to think we can get more by narrowing anything. You’re not going to get more of that milkshake by narrowing the straw. You’re not going to see more of that dark room by narrowing the flashlight beam. And you’re not going to get more people through the door by narrowing the doorway.
When it comes to getting referrals, however, narrowing is one of the keys to success. “Do you know anyone who would be interested in the features and benefits of an ADT-monitored smart-home security system?” The problem with this question is that you give the person you are addressing this question to the “whole world” to choose from. It’s no wonder you so often hear “I can’t really think of anyone.”
What if you “narrowed it” a bit? “Who do you know who has recently moved into a new home?” This is an example of narrowing the world to specific people they know. Most people know someone who has recently moved. That person or persons names will easily come to the forefront of their mind because of the way you ask the question.
Think about the people who are most likely to be interested in the features and benefits of your product. New movers rank high on the list. Who else is on that list? “Who do you know who has recently had a baby?” Again, most people know someone who has recently had a baby. New parents have new concerns including safety and security. They also have new realities such as leaving that bundle of joy with the babysitter and wanting to know what’s going on when they aren’t there in person.
Here’s some other examples of “narrow” questions you can ask:
- Who do you know that has recently moved an elder loved one into live with them?
- Who do you know that has recently adopted a new traveling lifestyle?
- Who do you know that has recently become single as a result of divorce or loss of a loved one?
- Who do you know who has school-aged children who come home on a school bus to an empty home?
- Who do you know that is at high risk of a medical emergency at home?
Each of these questions will bring immediately to mind someone who might benefit from the features and benefits of your system.
One last thing to notice. When you “switch the script” from a question that starts with “do you know” to “who do you know” you are moving from a yes/no question to a more assumptive and positive question that more likely will produce the name of a qualified and interested prospect.
Take away: Create a list of “Who do you know” questions specifically focused on the types of people and types of situations that you have found lead to an interested and qualified prospect. Get in the habit of asking these questions at the end of your sales presentation. Also, these questions can be asked of anyone you have influence with who is willing to help you in your career.