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August, 2002 |
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ABOUT FSO |
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About NAIFA |
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When DON'T you ask for referrals? Here's where we enter the "art" side of referrals. Most of my system has to do with strategies, tactics, and skills; things that are very tangible. This question brings us into conversation about the "intangible" side of referrals. I have no "magic bullet" or "sign" for you here, but perhaps a word of wisdom or two. First, make all your referral conversations based on the value your prospects and clients are receiving. Not what you "think" they're receiving, but what they tell you they're receiving. Ask value-seeking questions at the end of every meeting with every prospect and client. If a prospect has difficulty expressing the value they have received, either you didn't provide it, or they take a bit longer to see it. Either way, "no strong value recognized" = "don't ask for referrals." Second, another thing to look at is the personality of the client. "Open" types let you into their life quickly so they're more likely to let you into the lives of others quickly. When you're with a very open person, you can ask sooner and more often in the relationship. "Guarded" individuals, are tougher to give referrals sooner in the relationship. I would never ask a guarded individual for referrals on the first appointment. If you're not sure whether you should ask or not, you can try this simple formula. Near the end of the meeting, ask a value-seeking question. Check in on the value they feel they've gotten. Then, plant a seed like "Don't keep me a secret," or "I'm never to busy to see if I can bring this process to others you care about." Then see how they respond. You can take it from there. TEACHING POINT: As you build your business through referrals, referrals will become even easier to obtain. As you acquire new clients through referrals, your book of business will become filled with people more willing to play the referral game. Just keep engaging in the referral process and you'll create a steady flow of great referrals. Bill Cates is the author of Unlimited Referrals and president of The Referral Marketing Institute. He works with financial service companies to build a more committed sales force with their reps to attract higher quality clients through referrals and other powerful marketing strategies. To learn more about Bill's great books and tapes, go to Bill's web site or give him a call. EMAIL:BillCates@ReferralCoach.com © 2001 by Bill Cates "The Referral Marketing Institute" |
