All of us are in the business of sales and growing our “business”. Whether it is an actual revenue generating business, or in our personal life, where we want to grow and expand personally, we may not think about a barrier -free way of approaching growth.
So, what’s the easiest way to get new business? Ask your satisfied clients for referrals. Or ask other people in your life for referrals.
This is likely the most forgotten way to grow your business or your personal/professional network.
Most of us create a list of people and companies we want to land as clients and then we strategize on how to get their attention, find the decision maker, and get in front of them with our pitch.
Let’s take a pause and think about this.
In business, what if we looked at our list of clients and evaluated those who we’ve worked with the longest? Or who seems to be the most satisfied? Why not approach them at the end of your next meeting or business review and confirm with them that they are satisfied with your services and products? If they have feedback for you on how you can improve, then this is the perfect time to ask them for their suggestions. And then, as you are winding up that conversation, use this phrase, “Are there any people or companies you know who would benefit from my services/products?” Then be quiet.
Give them a moment to think, and then take copious notes as they start to tell you names and companies. Thank them, and ask them if there are any more people they can think of? You’ll be surprised at how many names they may come up with for you.
Once they are done, ask them if they would be willing to introduce you to the decision maker at the company (via email or in person works perfectly). I have never heard of anyone who wouldn’t want to provide that introduction. The personal introduction is the most powerful way to get to the top of someone’s in-basket or email.
You may need to follow up with a reminder to your colleague to send an email or to introduce you to the prospect at the next industry event. Don’t think you are being pushy, just persistent.
Or how about this? You want to be introduced to a senior person at a prospect company. Your emails, calls, letters, etc. have gotten you no response. Is there someone in your circle (outside your company) that knows them and could provide a personal introduction? Have you asked that person to introduce you? Remember, it is human nature to want to be helpful. It makes you look and feel good. Think about another vendor, in a non-competing company, who does business with the company you want to prospect and ask them about the prospect and if they would be willing to introduce you <you may need to share more info about your services and competitive advantage, so they have a script of what to say>.
And if you are wondering if this can work in your personal life – that’s an easy one. Have you ever needed a better gardener, hair stylist, handyman or therapist? How do you find one quickly? You ask a friend or neighbor who you respect. You ask them, “Do you know of a good gardener, hair stylist, handyman or therapist that you would recommend?” Even if they don’t have one, I bet you they will give you the name of another friend who might have a name for you.
And guess what? When you are on the receiving end of that personal referral, likely, price will not be a big part of the negotiation. The personal endorsement for a service provider can take price out of the equation. That is probably why so many small business owners use the “Tell a friend and get a free service for yourself” approach. They know that referrals are the most powerful way to build your business.
Speaking of referrals, do you know of anyone in your network who would enjoy reading this blog, or who would benefit from an executive leadership coach? I welcome referrals.
Onward and Upward,
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