Beyond Referrals Read online

  2. What are you doing differently as the result of learning my system?

  3. What results are you producing (please be as specific as possible)?

  4. Can you quantify your results for me?

  The net result was over 50 real-life success stories that specifically answered the questions I posed. These testimonials are making their way on to our website—some of them are associated with our specific referral tools and some just speaking to our system in general.

  Can you do this with your clients? Of course you can! If you have a lot of clients, use e-mail and offer an incentive. If you have a small number of clients, just call them up and talk through it.

  Collect Photos

  If you visit our website (http://www.ReferralCoach.com), you’ll see almost no testimonials without a photo next to them. Why? The more real your testimonial appears to the reader, the more effective it is. Which testimonial would you believe—one from Peter F., Virginia, or one from Mollie Baker, Financial Advisor, McLean, VA, with her photo next to it?

  OFFER A FREE REPORT TO PROSPECTS

  One way to ease into a relationship with a new prospect and bring value quickly is to offer a free report, white paper, or e-book. Your first encounter with prospects, be it via e-mail or the phone, can be an offer to send them something of value. This is not your sales brochure. This free report should be 99 percent educational; it should be related to your product or service but still educational in nature. If you sell roofs, teach prospects how to buy a new roof—what to look for in a roofer and in a good roof. If you sell consulting, teach them how to select the best consultant. You get the idea.

  A good title for such a report is often “How to Avoid the 10 Most Common Mistakes in Selecting a________.” You educate prospects on the potential problems and help them avoid those problems. It’s a great one-two punch.

  While this should be written in such a way that puts you and what you offer in a positive light, it should not be one long sales pitch.

  If You Contact People in Their Homes

  One side benefit of offering this free report, especially through an e-mail, is that if you sell to people in their homes (business to consumer), once they agree to receive the report, even if they are on the do-not-call list, you are now able to call them at home. As of the writing of this book, once people have raised their hands and said, “I’m interested,” you may contact them on their home or cell phone for up to 18 months. (Personally I never call prospects on their cell phone unless I already have an established relationship and they have provided their cell phone number to me.)

  ACTION STEP

  What could your report be about? You’re not a good writer? Go on the website http://www.elance.com and find someone to help you. You’d be surprised how affordable these folks can be. Come up with the gist of the report and have the person interview you. Your answers to their questions become the report. Keep it concise and conversational.

  YOUR WEB PRESENCE WILL HELP YOU GET THE APPOINTMENT

  Having a good web presence is a big help in securing an appointment with your new prospects. When the prospects learn of you—even before you reach out to them—they may go to your website and also do an Internet search on your name and company. This is something I do with just about anyone I learn of—prospect, vendor, you name it. The better the web presence you project, the higher the credibility. The higher the credibility (from what the referral source says about you and how you show up from a web search), the more likely the prospect will take your call.

  Website. Your website needs to be up-to-date, professional, and easily accessible to the eye. By “accessible to the eye,” I mean not cluttered or crammed. Many people try to accomplish too much on their home page and end up just confusing the visitors. You should have a very clear and concise branding promise and a testimonial or two (or “Praise for Our Work” button that takes them to many testimonials). You may also want to have a link to a free report or white paper that builds credibility through education.

  Articles. It’s great to have articles you’ve written on your own website. What helps the web search even more is articles you’ve written that have been posted on other websites. When your prospect sees that others have featured your writing, that’s a big plus for your credibility. Experts write. If you want to be perceived as an expert, you need to find ways to write about your area of expertise. Write and make yourself available as an expert in your field. If you write a blog, then your blog will likely show up on a web search.

  YouTube. Since Google owns YouTube and since Google is the number one search engine in the world (at this writing), your YouTube channel will likely show up high on a web search for you and your company. Now your prospects get a chance to see and hear you either before you call them, which helps in securing the appointment, or after your first meeting, which helps you secure the business. Just make sure your videos are professional enough for your market.

  LAY OUTTHE OPTIONS

  Here’s a simple strategy I have found very effective with my first calls with new referral prospects. If you, like me, have different ways you serve your clients, you might find this idea helpful. For instance, with our corporate clients, we offer live speeches and training, video-based training (DVD or online), and virtual training (webinars and coaching calls). For individual salespeople, small business owners, and other professionals who sell, we offer boot camps, online video training, and a coaching program.

  After I’ve asked the prospects some preliminary questions about their situation and the challenges they have that are related to my area of expertise, I tell them a little about each of the overall methods we have of helping them. I then ask them which method seems to resonate with them at the moment. Knowing what resonates with them early in the sales process allows me to focus on that area first. Once we’ve built the value of that method and the transformation (results) we believe we can help them produce, I may very well go back to the other two methods as a way of building the most effective transformational program. Of course, their budget may temper how big a program we build.

  George, let me give you a quick overview of how we help companies like yours build highly productive and lasting referral cultures. You can then tell me which method seems to resonate with you the most. While we won’t forget about the others, because sometimes a combination produces the best results, this will give us a place to start. How does that sound?

  10 CONTACTING REFERRAL PROSPECTS

  CONTACTING YOUR REFERRAL PROSPECT

  Working from referrals and introductions gives you the advantage of already knowing something about your new prospect, so you can craft a more effective, tailored approach and, therefore, stand a better chance of actually reaching your prospects, getting them to take your call or reply to your voice mail or e-mail.

  This chapter gives you many best practices that work well when working from referrals. You’ll see how we use what we’ve learned from our referral source to maximize our appointment-setting efforts

  HAVE A CLEAR GOAL FOR EVERY PHONE CALL

  If you wing it when you call your new referral prospects—if you make it up as you go—you’re going to be much less successful than if you have a clear goal for your call and a clear process designed to reach that goal.

  Says Dirk Zeller, author of Telephone Sales for Dummies, “No matter how inconsequential you think a call may be, setting a goal for every call is important. Make your primary objective a tangible one; instead of ‘Convince the prospect to consider my product further,’ be sure an action is attached to it: ‘Take an order.’ ‘Book an appointment.’ ‘Gather full profile from lead.’ ‘Ask all qualifying questions.’ When you hang up the phone, you then have a material reflection of the results.”

  After I figure out my primary goal for my approach call, I come up with one or two secondary goals. For instance, if my goal is a face-to-face meeting and the prospect isn’t ready for that, I may arrange a next phone call to keep the conversation going.
>
  Every business is different, and so I can’t tell you exactly what your goal should be, but here are a few classic examples:

  1. Get permission to send information. Often referred to as call-mail-call, first you alert your prospects to the fact that you’re sending them some information. That’s an easy yes for them. Next you send the information. And then you follow up with a combination of e-mails and phone calls. If you find yourself having a decent initial conversation, meaning the prospect seems genuinely interested, you can often schedule the follow-up phone call at that moment. Sometimes, if the client’s interest is strong enough, you can go for the appointment right then. Mail the information before the appointment or bring it with you.

  2. Learn a little and then schedule your next call. At Referral Coach International, we are scheduling a lot of 5-to 10-minute initial calls. This is an easy yes for the new prospects. And it allows us to get the conversation started and begin to pique their interest. Though we are ready for a very short call, in most cases the prospects are open to the conversation and keep the conversation going themselves. Gain an appointment. Your goal may be to gain an appointment, and your secondary goal may be to send information and schedule the follow-up on the spot.

  CALLINGYOUR REFERRAL PROSPECTS-“LIKE OR ADMIRE”

  In Section II, I covered certain types of information you can learn about your new referral prospect that only your referral source can give to you. Then, whenever possible, you can use that information in your initial phone call with your prospect to help you secure the appointment. I will illustrate each concept in a sample script. Of course, you will have to tailor this idea to fit the situation and your personality.

  “Tell me something you like or admire about her?”

  Good morning, Sandy. This is Bill Cates with RCI Financial. George Smith urged me to give you a call. I believe George has mentioned me to you?

  (He sure has. He speaks very highly of you.)

  And he speaks very highly of you. In fact, he told me you have one of the best business minds he’s ever known. (With a smile in your voice) Is George a reliable source in this matter?

  (Well you can’t believe everything George says, but in this case I guess you can.)

  I appreciate you taking my call. I know you’re busy so I’ll get right to the point…

  If your referral source and prospect have a strong relationship where they kid each other—where you know you’ll have a good reception on the other end—then don’t hesitate to interject some humor. Keep it brief, but have some fun. As always, the situation and personalities should always rule.

  CALLINGYOUR REFERRAL PROSPECTS-“WHAT’S IMPORTANT TO THEM”

  Here’s another strategy brought to life with a sample script. Your scripts will always vary depending on the situation and your personality.

  “What’s going on in his life that’s important to him?”

  Bob, George told me that you are a few months out from selling your business. Congratulations! Tell me, if you don’t mind, a little bit about that.

  (That’s true. I’ve worked very hard the last 20 years to get to this point. It’s pretty exciting for me—and a bit of a headache at the same time.)

  I can imagine both of those feelings. One very strong area of my firm’s expertise is in helping small business owners prepare for the sale of their business. There are some pretty important decisions you will need to be making over the coming months and beyond. I would like to present myself to you as a resource in this area. Would you be opening to continuing our conversation to see what that might look like?

  Assuming the prospect is open to continuing the conversation, I would learn more about his situation before going for the appointment. You need to build some rapport and credibility with a high-level prospect such as this before suggesting the appointment.

  CALLING YOUR REFERRAL PROSPECTS-PRESENT YOURSELF AS A RESOURCE

  When I’m contacting prospects for the first time, I almost always say something to the effect of “I’d like to present myself as a resource for you.” I’ve found that the word resource works quite well in allowing me to be proactive but not pushy.

  Hello Mrs. Smith. This is Bill Cates with RCI Financial. I know you’re busy, but the reason I’m calling is because George Jones asked me if I’d give you a call. I believe he told you a little bit about me?

  (Yes he did. I’ve been expecting your call.)

  Good. I’m calling to present myself as an additional resource for you. George didn’t tell me anything about your financial situation, so I’m not going to assume anything. I would, however, like to have a brief conversation just to see if I can be of service to you in some way and to determine if it makes sense for us to meet at some point.

  Instead of just using the word resource, you may find it helpful to use the term additional resource. This approach is very nonthreatening and still proactive.

  TO SCRIPT OR NOT TO SCRIPT, THAT IS THE QUESTION

  Dirk Zeller, in his book Telephone Sales for Dummies, writes, “In order to meet your overall objectives, you want to take a few minutes before making a call to know what you’re going to say and practice a little. What you say to the prospect is guided by your objective: If you’re trying to determine whether the company is a good fit for your product, you prepare your list of qualifying questions. If you don’t take a few moments to rehearse, you won’t be prepared, and you risk blowing the call and blowing the lead, sometimes for good.”

  I’m a big advocate of not winging it when it comes to calling prospects on the phone—especially the very first call (or voice mail). I think you should know exactly what you plan to say, what questions you want to ask, and what objective you’d like to achieve from the call. The question at hand is, do you want to work from a sales script?

  Here’s what I do. Whenever I’m developing a part of my sales conversation, I always write it out at least once. I imagine I’m talking to a real prospect and write it up in a very conversational manner. Then I read it out loud a couple of times and tighten it up as I go. I then read it out loud a few more times until I “get it.”

  From there, I create a template of bullet points that match the sample conversation. This becomes my natural and genuine “script” for the call. I am now much less likely to forget all the things I wanted to say.

  By truly knowing my exact track, I can actually be much more flexible in reacting to what my prospect throws at me. If you’re stuck with a rigid script and don’t really own your process and your objective, the unpredictable things that inevitably come up on your call can throw you off track big time. You may never recoup. Knowing your track will increase your flexibility, and you also become a better listener because you’re not just focused on what you’re going to say next.

  ACTION STEP

  To help you become natural and genuine with your script, use your own voice-mail system. It’s an instant recording device at your disposal. Call your own number and leave yourself a voice mail covering what you plan on saying to your prospects. Then listen to it. Have others listen to it. Do you sound natural and genuine, or do you need to practice some more?

  GETTING DOWN TO BUSINESS WITH REFERRAL PROSPECTS

  During a referral seminar a participant came up to me at the break with a question. He told me that our referral system had changed his business forever, but he was stuck in one little place. Once on the phone with a new referral prospect, he sometimes had difficulty transitioning from the initial (rapport-building) part of the call into the business part of the call to present himself as a resource and, possibly, suggest an appointment.

  Here is the approximate verbiage I gave to this gentleman. Perhaps you’ll find a way to adopt this idea and adapt it to your business.

  Good morning, Bob. This is Bill Cates with XYZ Financial. George Smith suggested I give you a call. I have to tell you, you have a real admirer in George. In fact, he told me you have one of the best business minds he’s come across. Is George a trustworthy source
on this matter?

  (In this case, yes! You can believe George. He told me to expect your call.)

  That’s good. Look, Bob, I don’t know if I can be an additional resource for you or not, but based on George’s satisfaction with my work and his recommendation that we talk, here’s what I’m hoping for from this brief first conversation. I’d like to ask you a few questions and tell you a little bit about the value I believe I provide. After 10 minutes or so, we’ll both be able to decide if it makes sense to continue the conversation—either through another phone call or getting together. How’s that sound?

  This is a simple way to transition from the initial rapport-building part of the phone call into the business portion of the call. I’m not expecting you to use these exact words (though you can if you wish). It’s the transition that many people have difficulty with. I hope this helps a bit.

  ACTION STEP

  Get clear on your transitions. This is important for your phone calls as well as every other aspect of your sales process. You want to be able to move fluidly from one part of your conversation to the next. If not, your awkwardness may show through as a lack of confidence.

  CAN YOU USE HUMOR WITH PROSPECTS?

  The answer to the above question is absolutely yes! I have an opportunity to speak to many very high-level prospects, and I’ve found that having a little fun on the phone is always appreciated. You have to be authentic and appropriate with your prospects (and their relationship with the referral source).