Harness the Power of Referrals (Part II)

Last week Fire Enterprises (FEI), Sales Tribe Leader Zoot taught Ganymede how to wield one of the most important tools in any salesperson’s toolbox: referrals. This week, Zoot gives Ganymede more tips for leveraging referrals effectively. Remember, fire = print.

After Ganymede and Zoot finished their delicious breakfast at Phosporus Pastries, they headed back to FEI headquarters.

“I’d love to hear the rest of your tips for leveraging referral opportunities,” Ganymede said.

“Ah, I remember what you’re referring to,” Zoot said.

“Boy, that’s getting old,” Ganymede said.

Zoot scribbled on the whiteboard:

Play by Your Referrer’s Rules
“If you receive a referral, be sure to ask the referring person or company how they wish the introduction to be made,” Zoot said. “A customer may want to make the introduction in person or place other conditions on the referral. If so, be patient and don’t press for information; treat the referral as you would any other valuable sales opportunity.”

“One last tip before I set you free to pursue referrals on your own,” Zoot said. He scribbled more on the whiteboard:

Show Your Thanks
“Show that you appreciate referrals by sending handwritten thank-you notes to customers and industry friends who have referred FEI,” Zoot said. “This should be done even if the referral doesn’t lead to new work. The personal touch and token of appreciation will more than pay for itself in the long run.”

“I feel like I just got a Master’s course in referrals!” Ganymede said exuberantly.

“Well, I am the Master,” said Zoot, who was never big on modesty.

Next week: Zoot shows Ganymede how to turn chance encounters into new business.

Today’s FIRE! Point
When receiving referrals, remember to play by the referrer’s rules, treating the referral as you would any valuable sales opportunity. Also, be sure to show that you appreciate referrals by sending handwritten thank-you notes to customers and industry friends who have referred your business.

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.
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