"I Can't Think of Anybody Right Now"

The Whetstone Group run by sales trainers Jim Dunn and John Schumann has a weekly newsletter that arrives in a fun format: a sales problem, followed by a diagnosis and prescription. So, what does the doctor order for the situation in which you ask a client for a referral and they reply, "I can't think of anybody right now"? Read on for the diagnosis and prescription!

Problem: Tom heard that getting referrals was the easiest way to get new customers. So he selected 20 of his best clients and called them. He was pleased that almost all of his clients said they would be happy to help him. The problem was that he didn't actually get any introductions. What he did get was a very common response that sounded like this; "I can't think of anybody right now. I'll have to get back to you."

Diagnosis: When you ask for a referral, you are asking for a response that can require a great deal of thought. You are asking someone to intellectually identify with what you do and who you do it with, then sort through their own database of people, who they know and what they do, then analyze past conversations and select a few names. This is often expected in a few seconds and can create a little psychological pressure. That is why people generally choose to ask for time to alleviate the pressure. And, of course, when the pressure is off, your request is forgotten.

Prescription: Pressure will cause people to become uncomfortable and end the dialogue. The key to avoiding this problem is to guide your client through this referral asking process in a gentle and nurturing way. Getting referrals is an emotional communication process with several questions and steps. The first step is to get your client to remind himself that your past relationship has been positive and that there is nothing that you have neglected that could be improved. Secondly, ask for their permission. This might sound like, "How would you feel about referring people to me?" Since 80% of the time you will get a positive response to this question, proceed by thanking them and explaining the reason why you are asking for their help. Remind your client of what you do and whom you do it with by restating your introductory pain probe. Gently ask who they know who may have one or more "pains".

You may even have to help by gently suggesting sources for the names you are looking for like associations, golf partners, social groups, competitor companies or suppliers. When your client gives you a name, don't forget to thank them. Ask for more information about the prospect and an introduction. Remember to respect that your client has agreed to help you and they may feel they are going out of their way. Psychologically they will need to feel good about the whole process. Referrals are the best way to get more clients when you know how to do it right.

Learn more about The Whetstone Group at www.whetstonegroup.com