The Proper Way To Get Referrals

As a business owner, I interact with and buy from outside salespeople on a fairly regular basis. Most, of course, ask for referrals at some point after the sale, or in many cases, several times after the sale.

Here’s the catch: The sales reps who get referrals from me don’t need to ask. They’ve earned them in advance.

Let me take it a step further: When I’m so extremely happy and pleased with a product, or a service, or the quality of customer care I’ve received, I can’t wait to tell others about it! And that’s where most of my referrals come from.

Requests for referrals run from the timid, “Do you have anyone you think I can call on?” to the pushy, “I’ve done a good job for you so I deserve referrals,” to everything in between.

As I’ve already mentioned, the people who get referrals from me never have to ask. They’ve earned them in advance.

In my books I talk about the concept of doing such a good job for your customers that they stop seeing you as a salesperson. They consider you a trusted advisor or consultant instead. Once you reach this level of customer satisfaction, you’ll likely never have to prospect again, because people will be clamoring to meet with you.

What most salespeople don’t understand is that people want to buy your products!*  Yes, they want to buy! Despite all the confidence-destroying “how to deal with objections” lesson that every corporate sales trainer teaches (a lesson that programs salespeople to expect objections and therefore get them), lots and lots of people want what you have.

And guess who knows those people? Yes, your existing customers! Of course they have access to similar people. Business owners hang out with other business owners. Doctors hang out with other doctors. And so on. Make a customer exceedingly happy, and that customer is going to talk about you no matter if you ask for a referral or not.

I recently relocated and had to find a new dealer to service my car. There are two in town. One is ten minutes from my house, and the other is over thirty minutes away. I chose the latter and drive that far because a trusted friend referred them to me.

Your customers will do the same for you, if you perform for them.

Now, if you work for a company that has lousy service, you’re in a tough spot. I’ve been there too – I worked in the telecom industry for several years, which is notorious for horrible customer service. If you’re in that position, find a new job. If you need to find a new industry then do it. (It’s not that hard – sales skills are the same no matter what you’re selling.)

Remember, if you deserve referrals, you’ll never need to ask for them. Do right by your customers and they’ll do right by you!

*NOTE: There’s a catch – you do need to be selling a product that people actually need and want. For example, I got out of the telecom industry when it denigrated into, “We can save you $30 on your monthly phone bill.” Small business owners can’t be bothered with taking time out of their day over $30. If you’re representing an obsolete product or a dying industry, it’s your responsibility to re-educate yourself and find new employment.