“You need to ask for referrals.”
How many times have you heard this advice – whether given to you or someone else? Hundreds of times, I’m sure. How many times have you seen this advice taken? Maybe never. If there was an index that measured “advice given divided by advice taken”, then “asking for referrals” would probably be at the top, right behind “eat your vegetables”.
In fact, so few people ask for referrals that no one has developed an effective technique to ask for referrals. Coaches and trainers just hope salespeople do it – even if they do it poorly!
Well, I saw a master a few years ago and want to share his technique. Tom is a Professional Clothier (I know that sounds pretentious, but that’s his title and he is a true professional), and he makes sure that my suits and accessories look good on me. When we were done with our meeting last month, he asked me if I’d be willing to refer him. I gave the typical answer: “Sure, let me think about it and I’ll let you know when someone pops in my head that would be a good client for you.” I respond like this all the time with the best of intentions, and then I usually forget.
Asking for referrals separates the good from the rest. However, asking the right way separates the great from the good, and that’s what Tom did …
“Ok, can you let me know if any of these people would be good candidates.” And then he listed off about 15 names of local professionals that I know in the Orlando area (where I live).
After about four or five names, I asked him: “Where’d you get these names, and how did you know that I knew them?”
Tom confidently replied: “I’ve had these guys in my database for years, and they’re all connected to you on LinkedIn. I hope that’s ok.”
Before your next meeting with a customer, review every step of Tom’s approach. First, consider the top 20 or 30 prospects with whom you’re trying to meet and which ones your customer may know. If your customer is a hospital, think of the healthcare prospects you have; if your customer is a bank, think of the financial prospects you have; government agency, think of the government prospects you have, etc.
Then, take it an extra step and check on LinkedIn to see who’s connected to your customer.
Finally, let them know that you checked their connections on LinkedIn, don’t be shy about it. Be confident. LinkedIn is a public networking tool, and for every person that might be weird about you checking their profile, another ten will be impressed.
One last note, if your customer is not on LinkedIn, then think through your list and present only a handful of the names that you think he’ll know.
So, that’s it. If you want to be good, then ask for referrals. If you want to be great, then ask for referrals the right way!
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