Just like every other spectrum of sales, some are able to understand the value of referrals and work them accordingly, while others tend to put little value on referrals and work them accordingly. In fact, it seems the better the salespersons ranking and income, the more avid a supported of this lead gathering process they become. And it’s a known fact that the best salespeople in any organization are the ones that sell more on fewer leads and are also generally the ones that have the highest conversion ratio.

It would be fair to say that perhaps the most underused, and also one of the most underrated selling tools is the referral. On the surface it may seem that there are two schools of thought about referrals. However, this far what happens in the real world.

Your referrals or client recommendations, as wonderful and as powerful as they can be, are only as warm as the mind of the person gave them to you. In most cases, their value decreases if just left for as little as 72 to 96 hours. In other words, as little as 3 to 4 working days. Then every day after the salesperson has receive that really special gift of a HOT prospective contact, referrals lose their effect, yet I still speak to seasoned salespeople that tell me they can take weeks or more to work through their referrals. They wouldn’t take as long to work a lead, so why do they do it to a referral?

Just like every other spectrum of sales, some are able to understand the value of referrals and work them accordingly, while others tend to put little value on referrals and work them accordingly. In fact, it seems the better the salespersons ranking and income, the more avid a supported of this lead gathering process they become. And it’s a known fact that the best salespeople in any organization are the ones that sell more on fewer leads and are also generally the ones that have the highest conversion ratio.

Gulliver Giles, heads up the sales team for the Jay Abraham’s Asia Pacific office, says he can tell you first hand how quickly referrals can go cold. Most times, in his experience, they go cold faster than 72 hours, at times, even 48 hours can be too generous. In our conversation on the subject, Gulliver passionately stated, “It’s hard to think that a referral can become so hard to work just a few days after you receive it, but if you delay making contact the referred person forgets what the referrer told them, misunderstood it or tried to analyse things without having all the facts, and the contact is no longer a workable lead. I know I have to get to those referrals as a priority, even delaying contact with other urgent matters, if I’m to be successful.” Now that advice comes from a man that spends his day selling successful outcomes, then working hard on his clients to ensure their success as well. How do I know that. I’m one of his clients, and at every instance possible, Gulliver makes me feel special.

Gulliver Giles, heads up the sales team for the Jay Abraham’s Asia Pacific office, says he can tell you first hand how quickly referrals can go cold. Most times, in his experience, they go cold faster than 72 hours, at times, even 48 hours can be too generous. In our conversation on the subject, Gulliver passionately stated, “It’s hard to think that a referral can become so hard to work just a few days after you receive it, but if you delay making contact the referred person forgets what the referrer told them, misunderstood it or tried to analyse things without having all the facts, and the contact is no longer a workable lead. I know I have to get to those referrals as a priority, even delaying contact with other urgent matters, if I’m to be successful.” Now that advice comes from a man that spends his day selling successful outcomes, then working hard on his clients to ensure their success as well. How do I know that. I’m one of his clients, and at every instance possible, Gulliver makes me feel special.

Once you get a referral it’s best to follow up immediately or let your client do it for you. You can even ask your prospect pick up the phone and introduce you before you leave his or her office. I do it s often as I can. But if you don’t have the courage to do this, then ask for a written testimonial. Either way, don’t squander the opportunity either referrals or testimonials will provide you with. Top professionals don’t lose that advantage, so why should you?

Once you get a referral it’s best to follow up immediately or let your client do it for you. You can even ask your prospect pick up the phone and introduce you before you leave his or her office. I do it s often as I can. But if you don’t have the courage to do this, then ask for a written testimonial. Either way, don’t squander the opportunity either referrals or testimonials will provide you with. Top professionals don’t lose that advantage, so why should you?

Copyright Profit Maker (Aust) Pty Limited and Peter Collins, 2009, Sydney, Australia

Far too many sellers either don’t work referrals or worse still allow them to go cold through ignorance Referrals have a limited life span

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