Printing Impressions

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TJ Tedesco

View from Mount Olympus

By TJ Tedesco

About TJ

T.J. is team leader of Grow Sales, Inc., a marketing and social media services company operating at the intersection of compelling content, clear vision and quality communication practices. In this blog, fire is a metaphor for print. Hang on, this ride will be weird...

Prometheus crept into Mt. Olympus, stole fire, returned to the lowlands, ran from house to house distributing it, got caught, was chained to a rock, lost his liver to a huge ugly bird and was rescued by Hercules. Leveraging his fame, Prometheus started Fire Enterprises Inc.  (FEI). Since fire was the hottest technology of the time, company success came fast and furious. Two generations later, fire isn't such an easy sale. Now led by Prometheus' grandson Org, FEI's growth is non-existent, competitors are pounding and prices are in the toilet.
 

Harness the Power of Referrals

 
Last week Fire Enterprises (FEI), Sales Tribe Leader Zoot went over some tips for effective phone prospecting with Sales Apprentice Ganymede. This week, Zoot teaches Ganymede how to wield one of the most important tools in any salesperson’s toolbox: referrals. Remember, fire = print.
 

Ganymede came by Zoot’s office one bright January morning.

“Guess what?” Ganymede asked. “Kuppy from Kuppy’s Koffee just called—he’s so pleased with our torches that he wants to refer us to his brother Carl, who runs Carl’s Chariot Cleaning in South Olympus!”

“Wonderful!” Zoot said. “Referrals are powerful, reliable drivers of new business. The easiest way to find people who need our fire services is to ask those who already use them! Referrals are the low-hanging fruit that become valuable customers, as they’re essentially pre-qualified prospects who have built-in positive connotations of FEI.”

“I’m a little green on referral best practices,” Zoot admitted. “Can you enlighten me?”

“With pleasure!” Zoot began scribbling on the whiteboard in his office.

Put Yourself in Position
“You belong to NAFUB (National Association of Fire-Using Businesses), right?” Zoot asked.

“Of course,” Ganymede said.

“Then how come I’ve never seen you at a meeting or networking event?” Zoot asked. “Be sure to attend these regularly, as the networking opportunities there are an effective breeding ground for referrals.”

Zoot returned to the whiteboard:

Build on Happy Customer Experiences
“It sounds simplistic, but the best way to get a referral is to ask for one,” Zoot said. “Make it a goal to contact every customer within a week of their project’s delivery. Satisfied customers will often be more than happy to supply a referral.”

“Any more referral tips up your toga sleeve?” Ganymede asked.

“You bet. But first, I’ve gotta get breakfast. Hmm, Demeter’s Café is closed today—Ganymede, can you refer me to another good breakfast place around town?”

“Oh, I see what you did there!” Ganymede said.
 
Next week: Zoot gives Ganymede more tips on leveraging referrals to secure new business.
 

Today’s FIRE! Point
The easiest way to find people who need your printing services is to ask those who already use them! Referrals are the low-hanging fruit that become valuable customers, as they’re essentially pre-qualified prospects who have built-in positive connotations of your business. Two best practices for referrals: join and participate in industry associations, and make it a habit to ask satisfied customers for referrals within a week after a successful project is finished.

Industry Centers:

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