Traditional sales training encourages salespeople to ask if they want to receive. We are taught that if we are to close the sale, we need to ask the prospect to buy. We are taught if we want referrals, we must ask for them. It would be impossible to argue with the logic.
Over the years, I’ve had the opportunity to interview some of our top sales representatives and learn various techniques they use for getting referrals. Ricky Johnson uses the Emergency Contact List to identify potential prospects that his new customer has influence with. Scott Weinstein practices the importance of staying in touch with his customers using holiday cards each year. Eddie Sessa provides value to his customers with a regular monthly newsletter.
What you might miss, however, is the relationship these top producers develop with their customers. These tactics will simply not work unless you also master relationship building with your customers.
In my personal experiences and observations of others, I’m convinced getting referrals is a symptom of serving your clients well. So, here’s a question to ask yourself. When was the last time you made a sale from a referral?
If you are not happy with the answer, perhaps you need to examine your own personal beliefs about what it is that you do. Do you view your job as making sales or do you view it as creating customers for life?
It would be easy to think that a new customer is a one-and-done. Let’s face it, in most cases you will only get paid once for signing up that new customer. The seasoned professional sees it different. They take the long view. They know that every customer they sign up could be a source of many future customers. They endeavor to make the initial interaction an exceptional experience for the customer and look to exceed the customer’s expectations. They under-promise and over-deliver. If the customer is ever surprised, it’s a positive surprise.
There is the business that you are in today, and the business that you want to be in for the future. If you choose to leverage customer relationships to drive a never-ending stream of new referral prospects to yourself, you will be able to produce more new sales with less effort in the future. Or you will be able to continue to grow your income without having to continually increase your effort. Either way, it’s a business you would prefer to be in for sure.
I once heard a legendary salesperson claim that it would be a mistake for anyone to challenge him in a sales contest. He went on to say, that he had built up over his career an army of customers who would rise to help him if he merely asked. Could you ask your customers to help you win a sales contest?
We have an opportunity every day to serve others and help them achieve their dreams. Specifically, we help people feel safe, secure, and enhance their lifestyle with technologically advanced solutions. If we do it well, and if we choose to build relationships for the long-term, we will have an army of customers we can count on.
One of my favorite quotes from the famous motivational speaker, Jim Rohn says, “In life you must become good at one of 2 things; planting in the spring or begging in the winter.” Which would you choose?
Not getting enough referral business? Want an army of customers committed to help you succeed? Reach out to me and let’s discuss a plan for doing that. You can connect with me at jkenney@safestreets.com.