Who Do You Know?

The Art & Science of Asking for Referrals

“Who do you know?”  A question many professionals forget to ask during the sales cycle.  Sometimes it’s because we don’t remember to do it and sometimes it’s because we don’t feel comfortable asking, most often it is because we have not made asking for a referral a habit. A referral from a friend or business associate is a powerful way to introduce you to a prospective customer. 

Recently, I had the pleasure of attending a WomanCertified™ Seminar presented by Delia Passi, President of Medelia Communications and the founder of the Woman Certified™ program.  To say it was wonderful would be an understatement. Getting certified and meeting other business owners and professionals who also had the desire to do so, fit my goals.

During her program, Delia talked about asking for referrals and posed the question of how many of us ask for the referral DURING the sales process.  A few of us raised our hands. Then she asked “how many of you ask for referrals once the transaction is complete?” And more hands were raised.  However, about a third of the room did not make it a habit.  I thought, WOW, they are really missing out on a huge chunk of business. After all, my business is built on referrals and I know how important it is to ask my current customers who they know who could use my product; who has a special event coming up; anyone you know getting married that I should contact? And so forth.  All good questions to ask.

I have found that a number of professionals will thank clients for referrals once they receive them, and even reward them. I do that too.

In fact, in my retail florist, whenever someone sends us a new customer, we send them Daisy Dollars™ . 
These Daisy Dollars™ can be accumulated and used toward a purchase. My team and I designed the Daisy Dollars Rewards™ using a “Point System” Model that merchants use to get their clients to spend more money with them.

The best way to encourage this type of referral is to ASK for it! 

Of course, the best times to ask for a referral are after you’ve finalized a sale with a new client; when a potential client has decided not to use your services; but clearly respects what you have to offer; when you follow-up with a satisfied customer several weeks or a month after the sale; as well as anytime you talk with someone who might know someone else in need of your services.

There’s no time like the present:

•When you first interact with a potential client if you don’t already know the answer, ask how she heard about you. Stress that your business is built on referrals and you want to be sure and thank the person who made the introduction.  Sharing this information also plants a seed in the new client’s mind for a referral down the line.

•Ask for the referral during the buying process.  Once you have established trust with the client, it is appropriate to ask for a referral. Not all prospects will turn into clients. They may not need your product or service right now, but they know someone who does. In fact, the prospect may feel bad that he cannot buy from you right now, but he knows someone who could use your service.  This is a perfect time to ask.

When you ask a new client for a referral right away, and she hesitates or feels awkward, make it easy on her by asking her for a commitment  to refer someone in her circle at a later date.  This will take pressure off her to act now, when she has not had time to think about it. Be sure you follow up on the commitment by calling her at a later date. When you do follow up, make sure you rein-force the positive experience she had dealing with you as your remind her of her commitment to give you a referral(s). 

You can do this by saying something like: “Jane, it has been a pleasure serving you, and I look forward to working with you again in the future.  By the way, when speaking to your friends about (the experience, my products, my service….) be sure and ask them to let me know that they were referred by you.  I want to give them the same great service you too have come to expect.”

It’s also okay to ask for multiple referrals. After someone gives you the name and contact information of one person, simply ask, “Do you know anyone else you could refer me to?” You will be amazed at how often someone will think of two or three additional referrals.  If you don’t ask, you will never know. 

Use every meeting as your opportunity to ask for a referral. Make it a natural part of your conversation.
Make it a habit to ask for a referral the way you ask for the business!

Doing so will make your business soar!

©Heidi Richards Mooney - is a Professional Speaker, Business Coach and the Author of 7 books including: “Rose Marketing on a Daisy Budget ~ How to Grow Your Business Without Spending a Fortune.”  She is also the Publisher of WE Magazine for Women. Stop by http://www.speakingwithspirit.com to get a FREE copy of YOUR Marketing Calendar today!

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