Establishing a referral based business means that you and your clients both recognize that referrals are a part of your
compensation for a job well done. One of your primary objectives during the sales process is to communicate
to your client that you expect a large number of high quality referrals from them once the sale is complete. To do this you have basically three choices:the traditional method of asking for referrals after the sale--a format that doesn’t work well;
lecture your client about how you expect and demand referrals--doubt you’ll get very far with this method; or simply develop the referral relationship over the course of the sales process.
To develop the relationship, you’ll need to let the customer know in direct and indirect terms that your business is a referral based business. You’ll have a couple of direct conversations about referrals during the course of the sales process,
but prior to that you want to implant in the customer’s mind that you are a referral-based salesperson. To do that you will need to speak to them in referral language. All of your communications need to reflect your referral
business--from your initial introduction, to your voice mail messages, to your E-mail signature.
Referral Selling Scripts
When you move your business to a referral base, you want to communicate to everyone that you work exclusively off of referrals. You want everyone you meet to understand that you have set yourself apart from the mass of common salespeople. Yet, at the same time, you don’t want, and cannot afford to lose non-referred prospects. So, how to you set yourself apart and still look for non-referred clients? You have to develop a way to communicate to non-referred prospects that you are stepping out of your normal working method to work with them; yet, you must do so in a manner that isn’t condescending or rude. The method I have found to be most effective is to make an initial statement when meeting the prospect that communicates both the fact that this is an unusual step for you, but that you are pleased to help them.
When constructing a introduction to a non-referred prospect, whether a walk-in, a cold call, someone you meet in a networking format, or any other situation, your introduction must communicate three things: you are a referral based-salesperson, why that is an advantage to the person you are speaking to, and that for whatever reason, you will be pleased to work with them. Your statement must be short and to the point.
The scripts below have proven to work very well in communicating all of these ideas to clients. These scripts need to be reworked into sentences that you are comfortable with. In addition, the way you say these are very important. You must state them in a casual, matter-of-fact manner. If the inflection of your voice is wrong, even with these statements, you could easily alienate a prospect, as communicated with the wrong inflection, these can come across as condescending.
When meeting a call-in or walk-in prospect:
After the greeting: “(prospect’s first name), I usually only work with customers who have been referred to me because that allows me the freedom from looking for new customers so I can concentrate all of my time on making sure my client’s needs are taken care of without any problems, but I’m free right now and would be pleased to take care of you also.”
When making a cold call:
After the greeting: “(prospect’s first name), I usually only work with clients whom other clients have referred to me because that gives the freedom of time to concentrate on them and their needs, but I ran across your (name or your company) and believe that I can be of service to you also.”
With this statement you had better have done some homework on the prospect and/or his company. He may well want to know how you ran across his or his company’s name and he’ll certainly want to know why you think you can be of service, and you must be ready for those questions or you’ll blow your chances of a meeting right up front.
When meeting someone at a networking function:
After the greeting and a couple of minutes small talk: “(prospect’s first name), I typically only work with clients that my clients have referred me to since that allows me to concentrate my time and effort on my client’s needs, but after our brief discussion I think I might be able to help you and would like the opportunity to discuss that possibility in more detail. Of course, now is is not the time, but may I call you later this week to set an appointment? I promise not to waste your time.”
With this approach you must have gleaned something from the conversation that allows you to make this statement. Moreover, don’t try to make the sale at the networking event. Rather simply get permission to call and set a formal appointment.
Scripts for your voice mail: You want to communicate several things in your voice mail. First, you want to communicate the fact that you are a busy professional. People want to work with the best—and the best are busy. Communicating the fact you are busy isn’t telling your clients and prospects that they aren’t important, but rather that your schedule is full, but you’re organized and will definitely take care of their needs. You also want to communicate the fact that you are a referral based salesperson, reemphasizing the concept to both clients and prospects:
“Hello, this is (your name) and thank you for your call. Today is (day and date). If you are a client, I will be returning calls today between (10:30 and 11:30) and (4:30 and 5:30). If you are a client calling with a referral, I want to thank you as referrals are my only source of new business and I value your trust in me, please know that I will contact your referral within the next 90 minutes. If you have been referred by a client, know that I value your business and I will be returning your call within the next hour and a half. If this is an emergency, please (give alternative number).”
A script such as this reminds everyone that you are a referral based salesperson in a manner that isn’t pushy or salesy—you’re simply communicating information and thanking people for their trust and confidence you in. Very understated, but effective.
Script when leaving a voice mail to a prospect you who wasn’t in when you called. Only leave a voice mail to a referee who has been referred by someone you know they trust and respect. If it is a weak referral, don’t leave a voice mail, but instead, simply call back. When leaving a voice mail, don’t request a call back, instead, state when you will call them back and leave your phone number in case they want to contact you prior to your call. Always leave the ball in your court, never theirs.
“Hello, (name). This is (your name). I’m sorry I missed you. If you recall, (referrer’s name) asked me to call you. I believe he has sent you a letter letting you know I’d be calling at this time. I’ll call again tomorrow, Wednesday, at 3:00, and I’ll let (referrer’s name) know that I’ll try to reach you tomorrow. If you would like to contact me sooner, you may reach me at (your number) between the hours of (5:00 and 7:00) this evening, or between (9:00 and 10:30) in the morning.”
This message reminds the prospect who you are, who referred you, that you called exactly when you said you’d call, when you will call back, and that you will let the your client know that you did not reach the prospect. It also gives them the opportunity to contact you, but since you are a busy professional, you can only be contacted during specific times.
