THE SALES FORCE PLAYBOOK

REFERRALS AND INTRODUCTIONS - HAVE A SYSTEM

One of the main reasons so few salespeople are masterful at asking for, and receiving, introductions is that they do not have a system.  A system that is easy to create, easy to implement and easy to track results.

At a minimum, your system must include:

• Profile of your target prospect
• List of targeted prospects
• List of Clients & COIs you are going to contact
• Talking points (vs. exact script) for how you will ask for introductions  
• Talking points for your conversation with prospects you are introduced to 
• Tracking mechanism 

Your system can be manual or you may use a service to help you.  A service I was recently introduced to is myBirdDogs.  The creator, John Hardisty, has put together a web based system that solves two problems most salespeople have in a referral system (1) automation and (2) consistency.  Check it out, it might be just what you are looking for. (please note, I am not a distributor for myBirdDogs, so my opinion is not biased).

I hope 2009 becomes the year of referrals and introductions for your business!

OUTLIERS

Malcolm Gladwell has written a great book called Outliers.

I think you will enjoy the fascinating stories about how and why people have become successful.  Trust me, these are not the garden variety, "he/she worked hard, overcame adversity and became successful" examples.

An interesting point that Gladwell makes is that it takes 10,000 hours of practice for someone to become an expert.  Whether it is an athlete, writer, chess player, musician or business person, studies show that this is the time it takes the brain to assimilate all the information it needs to achieve true mastery.

Think how this applies to your organization.  How many of your salespeople and sales managers do you believe have truly mastered their role?  How many hours have they invested to get there?

REFERRALS AND INTRODUCTIONS - ASK

One of the main reasons so few salespeople are masterful at asking for, and receiving, introductions is that they don't know how, or what to ask.

The first thing that your salespeople must do is ask.  Get them into the habit of asking for introductions.  They don't have to be perfect (who is?), just get them started and I know they will get better.

Let's start with the what.  It is critical that salespeople ask for the right type of introduction.  For example, if your target market is companies with sales between $50-$150 million, receiving an introduction to a company with $2 million in sales is probably useless.  So tell your clients or Centers of Influence (COIs) exactly what you are looking for:

"The clients I serve best are commercial construction companies, headquartered in the Metroplex, they have between $50-$150 million in sales and are focused on growth vs. the status quo."

The more specific your salespeople are, the better the introductions will be. 

Now the how.  There are many ways to ask for introductions, but I will give you two. Again, the focus is not to be perfect, but to develop good habits.

1.  Show them a list of companies you are targeting.  "Tom, I am looking to add 5 new clients in 2009 and was hoping you could help.  Here is a list of 10 commercial construction companies I am targeting.  I don't supposed you have contacts with anyone in those companies?"

2.  Plant the seed.  "Tom, I am looking to add 5 new clients in 2009 and was hoping you could help.  The clients I serve best are commercial construction companies, headquartered in the Metroplex, they have between $50-$150 million in sales and are focused on growth vs. the status quo.  We have discussed your relationships within the construction industry and I would like to ask you a question.  What objections would you have to introducing me to the CEO of 5 of those companies within the next 6 months?"

Books have been written about how to get referrals so a blog cannot do justice to all the creative ways salespeople have been successful in this area.  They number one key to success will be ask-ask-ask.

REFERRALS AND INTRODUCTION - FEAR

One of the main reasons so few salespeople are masterful at asking for, and receiving, introductions is fear.

• Fear of not knowing what to say
• Fear of sounding stupid
• Fear of sounding desperate for business
• Fear of receiving the wrong type of introduction
• Fear of the person not wanting to give you any referrals

We have all heard what FEAR really stands for, False Expectations Appearing as Real. We know intellectually that the best way to build our business is through referrals and introductions, yet we let our emotions (fear) hold us back.

You have to believe in yourself and the value you are offering to potential customers and clients.  To be believable, first you have to believe.  Strong beliefs have helped many overcome their fears.

One way to address this fear of asking for referrals and introductions is to have a system that will bring success.  My next post will talk about this system.

REFERRALS AND INTRODUCTION - CONSISTENCY

One of the main reasons so few salespeople are masterful at asking for, and receiving, introductions is their lack of consistency.

When things are going well and sales are up, salespeople feel more confident in asking for introductions.  Conversely, when things are not going so well and sales are down, salespeople get down on themselves and lack the confidence to ask for introductions.

The solution is to be consistent.  Salespeople must consistently asked for introductions, no matter how they feel.  Somebody once told me, "you work as you plan, not as you feel."  Salespeople have to plan to ask for introductions, one, two, three or more times per week.  No matter what the number is, they have to ask.  They need to do it this week, next week, the week after........ (I think you get my drift).

Experts say that it takes 21 days to create a habit.  Challenge your salespeople to ask for 1 introduction each work day for the next month.  Just ask.  This will be the first step in developing a consistent referral strategy.

 

REFERRALS AND INTRODUCTIONS - LACK OF GOALS

One of the main reasons so few salespeople are masterful at asking for, and receiving, introductions is that they do not set goals.  They do not set goals for how many introductions they want to receive, much less how many time they are going to ask for introductions.

My experience tells me that salespeople ask for introductions when they are "hot."  You know, when business is booming and they are feeling good about themselves.  However, when business slows down, salespeople get down on themselves and stop asking for introductions.

Have your salespeople set a goal for the number of times per week they are going to ask for introductions.  The number does not matter, they just need to start developing good habits.

Here is an idea.  I will call it the 10-10-'10.  

Have each of your salespeople identify 10 COIs or clients with whom they have great relationships. Then have the salesperson have a conversation with each of those 10 and ask if they feel comfortable introducing them to 10 potential prospects over the next 12 months (by 2010).  They don't have to give them all 10 right now, rather 10 names over the next year.

That would give the salesperson 100 people to talk to on a favorable basis.  Not a bad foundation for next year.

Whatever ideas you may have, make sure your salespeople set a goal for the number of introductions they are committed to receiving.

REFERRALS AND INTRODUCTIONS

Few would argue that receiving introductions from Centers of Influence (COIs) and current clients is the most effective method of prospecting.  Yet it is surprising how few salespeople are masterful at asking for, and receiving, quality introductions.

Why is this?  Here are 5 of the top reasons I think there are so few masters:

1.  Lack of Goals

2.  Inconsistency

3.  Fear

4.  Don't know how, or what, to ask

5.  Don't have a system

In my next few posts, I will tackle each of these challenges.  Please feel free to comment on other challenges you have seen salespeople struggle with when it comes to this critical prospecting activity.

FINISH STRONG

As you look to finish out 2008, take a look at this video.

While it can be used as a motivator to finish the year strong, it can be used in numerous situations throughout the year to remind your people how attitude is the key to overcoming adversity and accomplishing dreams and goals.