"Setting the Table" for Referrals

Getting referrals is one of the best (and easiest!) ways to build your business. However, many salespeople are timid about asking for referrals. Business coach Tom Kelly has the advice you need to ask for referrals in a considerate and professional manner.

"In order to effectively generate referrals for your business, you need to set the expectation up front with your clients," says Kelly. "This way, your clients know that you are looking for referrals, and you know what exactly you need to do to earn their referrals." Below is an example of how to accomplish this:

You: "Mrs. Client, may I take a moment to share with you how I build my business?"

Client: "Sure."

You: "Well, what I enjoy most about what I do and where my time is best served is working with my clients. I want to spend as much time as possible serving my clients and exceeding your expectations. In order for me to spend more time with my clients and less time marketing or prospecting for new business I really need the help of my satisfied clients."

"Please understand, I'm certainly not asking for any referrals from you now. After all, we just started working together! However, in a couple of months or even weeks, when you are clearly realizing the benefits of my services and have gotten even more value than you expected, would you be comfortable sharing the results you have experienced with others and introduce me to those people who might benefit from my services?"

Client: "Sure, I don't see why not."

You: "That sounds great. Thanks in advance for the consideration. Just so I know what it will take to make you a raving fan, what can I do to make you comfortable enough to actually want to refer business to me?"

"Having this conversation up front with your clients allows you to let your clients know that you are looking for referrals, gets their permission to do so, and also allows them to tell you exactly what you need to do to earn their referrals," says Kelly.

"By 'setting the table' up front, you remove any awkwardness around the process of referring business to you, and it allows you to feel comfortable after you exceed their expectations to ask them for referrals."

Tom Kelly is the founder and owner of Potential In Motion, Inc. As a coach, Tom is dedicated to working with salespeople, entrepreneurs and small business owners that want to reach their full potential in business and life. Visit his website at www.potentialinmotion.com

It's Not Our Policy...

A Texas woman bought an iPod from Target for her 14-year-old daughter's birthday. Upon opening the shrink-wrapped package, she discovered that the iPod had been replaced with rocks. Mother and daughter returned to the store to get what she paid for, but the item was out of stock.

The woman asked for a refund, but because she had paid using a new Target credit card to get a 10 percent discount, the store would only give her store credit. She drove to another Target store to buy another iPod, only to get another box of rocks. Again, she was told it wasn't store policy to give a refund. (You can read the entire customer service nightmare here.)

As outlandish as this story seems, "It's not our policy" is an all-too-common refrain in the business world.

"When the customer hears 'it's not our policy,' they immediately respond (usually silently) with, 'WHO CARES?''"says customer service expert Nancy Friedman. "What a business needs to understand is, no one but the management and staff cares about your policies. Do you really think the customer says to himself or herself as they enter or call your place of business, 'Gee, I wonder what their policy is on this issue?'"

"All this being said," continues Friedman, "there are companies who do have policies that make it more difficult to work with them than with others." Friedman's suggestion? "Decide on your policy, then work as a team with your staff to find a positive way to explain it to the customer. Otherwise, it'll be the customer's policy not to do business with you!"

As a salesperson, you are your customer's first call when things go wrong. What are you doing to explain unpopular company policy in a positive light? Do you take responsibility for the situation and do everything you can to rectify it?

Nancy Friedman is known as the Telephone Doctor. For expert advice on serving customers, visit her website at http://www.telephonedoctor.com.

Quote of the Week

"Before everything else, getting ready is the secret of success." --Henry Ford

What are you doing now to get ready to succeed this week?

Are you researching your next prospect on the Internet? Are you practicing for tomorrow's sales presentation? Have you given careful consideration to the terms of your next negotiation? Have you prepared to close your next deal by role-playing with your manager or colleague?

Put the time in this week to do your homework, and reap the rewards.