James called me the other day to indicate how he was struggling to make sales. While I understand the continued issues in a post recessionary world there are those that are doing well. When I indicated that perhaps he is working too hard he questioned me saying, “How can I work less when I need to sell more?”
The issue here is that too many selling professionals continue to repeat similar methods that yield slow returns. Too many today, cold call, visit clients and conduct a myriad of other things that take time and effort. How about doubling efforts or working more efficiently?
For example have you ever considered that when you make a sale you are actually making a sales and a half? When you have earned someone’s trust and business that is the point to begin working on future business. Believe it or not that is the time to position yourself for referrals. Yes, the actual sale is the one you make, then the second effort for a referral.
Unfortunately too many selling professionals wait to gain referrals post sale and when there is cognitive dissonance (buyers remorse). Referrals are the foundation of all business building. Do not wait until the buyer might have second thoughts or more importantly moves onto other issues. Consumers today are too busy; therefore you must capture their attention when they are at their emotional high. This occurs at the peak of the sale.
So what might be said? Simply position your desire to offer continued value to the organization or department. In doing so you would appreciate the name of three to four friends, peers and colleagues that will be interested in receiving similar value. However DO NOT use email to send these requests. Referrals are best received either face to face or on the telephone. Email is too dismissive; you must be mildly aggressive in gaining referrals.
Once you gain the referral there is one additional step- a thank you note. Offering a simple gift or personal note of gratuity goes a long way. Customers have done a tremendous service with illustrating your value – do not allow the good deed to be undone. You must send a simple note to thank your client for the opportunity.
Referrals are the reward for maintaining a great relationship and providing true value. When others see the value you provide they want to inform others. In a competitive world that creates so much noise the only way to gain someone’s attention and lessen your labor is with referrals. Customer to customer influences is so vital today because they help to manifest brand and influence future purchase decisions. Most importantly, when you have clients speaking about you, you labor is lessened. So the next time you make one sale remember to quickly tee up sale two – the referral. Your efforts, your time and your commissions will be justly rewarded.
