An Untapped Resource
There is an untapped resource that many salespeople don't utilize. That resource being referrals. Should a customer have an interest in a particular product or service that you sell, the chances are pretty good that he/she may know someone else with the same interests. Yet, to many times in sales we don't ask for a referral or even offer a business card to our clients.
For example, in the jewelry industry, I know that if one man out of a group of men is getting engaged, the likelihood of three or four of his friends getting engaged is pretty darn good. The same is true of women. If one woman is, or has just gotten, engaged the chance of a few of her women friends getting engaged soon is pretty good. When was the last time someone in that industry said to the engagement ring customer, "Who else do you know that might be getting engaged soon?" Then offering a business card, asking for a phone number to introduce yourself, or simply letting the customer know that you would love to meet and help him/her as well.
Every industry lives on its customer list and client base. In fact, as much as eighty percent of a sales organization's business comes from twenty percent of its customer base. It seems to me we should all work to increase our customer base. Referrals is a great way of doing this. I know that a customer that approaches you with a friend's name that recommended or referred him/her is much easier to sell than someone fresh off the street. Further, if you should solicit the referral with the name of a friend of theirs, that told you that to call, you are more likely to get an appointment with the prospective customer.
The whole idea is that you have to ask for referrals. If you don't ask, you won't get. Should you not ask every customer for a referral you are missing a valuable untapped resource for increasing your sales and customer base.
FINAO -
Brad Huisken is President, IAS Training and has been in sales since 1971. Since that time he has been directly involved in all aspects of Sales and Sales Management. His experience and knowledge have enabled him to author the book I'm a Salesman! Not a Ph.D. In addition he has developed several sales and sales management seminars for his company, IAS Training, and authors a weekly newsletter, "Sales Insight."
