A referral script to help you get more specific

Referrals have to be earned. Referrals usually have to be asked for. In addition, your request needs to be specific; it is YOUR job to help your happy client think of someone because they will very rarely take the time. This week I’d like to focus on one way to get more specific referrals – which is the most important of the 6 Steps to an Effective Referral Conversation.

Ideally you know before the meeting starts who it is you would like your client to introduce you to. In this instance you would ask directly:

“Earlier on you mentioned your business partner; is it possible that she might appreciate this same kind of value?”

I know the word ‘value’ might sound a bit generic. It’s your job to customize this section into something more personal based on feedback you’ve received, ex: planning process; be seeking similar peace of mind; tax savings; service; important experience etc.

Sometimes, however, it pays to turn your clients into the experts and let them figure out how other people they care about can receive the same value/experience.

The two main reasons people refer you:
1.    To feel good and/or feel important
2.    They like to help others.

That’s it. Notice neither reason is about you at all. That’s why how you ask must revolve around them helping others not you growing your business.

Do the Columbo:

1.    This is a conversation you have after it’s clear your client is happy and you have earned the referral.

2.    This is a questions-based approach from start to finish.

3.    You must do this in a genuinely curious manner – like you are a little stumped and are really trying to solve a big mystery.

4.    You want your client to take responsibility for all the answers.

They are the experts here. In other words, yes, you may have to play a little dumb. (Remember: if you know who you want to meet, then you simply ask direct.)
 
You may need to resist the temptation to say “Look, just give me their numbers and I’ll call them.” If you do this, you blow the chance to get warmed up, quality referrals AND then it becomes about YOU instead of the real reason people refer others. Your chances of getting the business drop from 50% to 15%.

Understanding the thinking behind this approach is important. If you have brought clear value to your client, it is a safe bet that other people in their life situation would get similar value.

For example: if you have helped a client who works at ABC Company whose employer is not providing adequate benefits or education, you can conclude that there are others at ABC who could use your help too.

If research has shown that your service is only being used by 25% of Americans (example: an annual insurance and financial review) and there are clear benefits to that 25% including your current client, then that gives you the confidence to conclude that 75% of the people your client knows might appreciate your service – he may just need help identifying who to recommend you to.

Let’s say you’re talking to a client who’s a Vice President at ABC Company. The gist of the conversation is for you to find out: what would be the best way to help others at your company?

a)    "I'm curious: are there other executives at your company in a similar situation to yours?

b)    Is it possible they might appreciate the same kind of value you have experienced? (Insert here the benefits that they have received)

c)    What would be the best way to find out?

d)    Who would I contact first about something like this? (this is often the person your client likes the most)

e)    What would be the best way to get in touch with her?

f)    Would you mind asking her or shooting her an e-mail to see if she'd be interested in a quick conversation?"

Note 1: this is step 3 of 6. Click here for all the 6 steps You may need to reassure your referral source on certain things. You still need to coach your referral source what to say. You still need to find out when you should follow up with your referral source.

Note 2: you may not need to use all these questions. One current client of mine used this approach with a vet: “Julie: what would be a way to help other vets in this area in similar ways that I’ve been able to help the vets in your office?” She told him she’d introduce him to some vets at their next convention since my client was having a booth there.

Note 3: if your client just gives you a name and says you can call and use their name, that’s not what you want. Get them to warm it up. You want permission from the person being referred to you, so that it is a welcomed call. You say: “thanks for that. Would you mind talking to her first to see if she’d be open to a quick conversation with me?” Otherwise you’re probably wasting your time.

There is so much potential with this approach. You might get referred to a team of people, a CEO, the HR department; you might have opportunities to put on seminars, get personal introductions to groups of people or maybe just one co-worker. But it’s another foot in the door of a larger organization where – just like everywhere else – people would rather do business with someone who comes recommended personally.

Practice this with a peer so it feels naturally curious and not like an interrogation!

Who else would benefit from reading this? Please forward it on!