I have been reviewing several books on selling.  Most advise us to ask clients for referrals, but that’s a thing more easily said than done.  There’s a lot more meaning packed into the word, “referral,” than its brevity suggests.  In most areas in the professions it means we are asking our clients to rember what we do well enough that they recognize opportunities for us when they are out in the market place, refer prospective clients to us, endorse us, and inform us of things that give us an edge over competitors.  That’s asking a lot of anyone. 
 

A few people will do these things without our asking.  But spontaneous giving of this type is rare.  Most of the time, we do have to ask.  And there’s the rub.
 

Asking favors of this kind makes us uncomfortable.  It’s asking a lot.  Our clients are busy people.  They have problems of their own and are paying us for the work we do, and so owe us nothing.  We don’t want to burden then with our problems.  Nor do we want to seem mercenary about our relationships with them. 

Succeeding at this delicate task requires good timing and technique. 
 

Let’s start with when.
 

An accountant, who is one of the biggest rainmakers in his firm, was the first to explain to me the best time to ask for a referral.  He advised me that whenever someone is happy with you, you are in a position to ask a favor.  Yes, you are being paid for the work you are doing, but clients who are really pleased with what you have done like to do something that will help you personally, too.
 

A recruiter was saying the same thing, when he told me that just after a search is completed, when everyone is happy with the candidate and your contribution is fresh in their minds, is the time to ask for a referral.
 

Now, let’s move to how.
 

The key to getting referrals from clients is to make the request clear, specific and easy to do.  Compare these vague and general requests to the clear and specific ones that follow.  Which would be the easiest for you to comply with, if someone were to ask you for referrals?
 

Group #1:  Vague and General
 

¨      “On the basis of the work we have done, would you be willing to refer us to some other people who might need our services?”
 

¨      “Do you know anyone who might be looking for the kinds of services we offer?”
 

Group #2:  Clear and Specific
 

¨      “I have always wanted to meet your counterparts in the Consumer and Health Care Divisions.  Would you be willing to introduce me?”
 

¨      “Here are the names of three firms in this area that we would like to do business with.  Do you know anyone in any of them whom you would be willing to introduce me to?”
 

¨      “I know you are active in the XYZ Association.  Would you be willing to bring me with you to a meeting, so I could spend a couple of hours with you meeting the people you know there?”
 

Pick a moment when they are happy with the work you’ve done, and make the request for a referral clear, specific and easy to do, and the chances of the client giving you that referral are pretty good!

This entry was posted on Thursday, June 21st, 2007 at 9:07 am and is filed under Rainmaker, Leads, Questioning Technique, Referrals. You can follow any responses to this entry through the RSS 2.0 feed. You can leave a response, or trackback from your own site.