How to get as many sales referrals as you want next week…

What to say and what to do…

Bruce King

I have taught this strategy for gaining referrals to many thousands of salespeople and without exception, it has worked for those who put this into practice. Will you?

What to do:

Set aside at least one hour a day, preferably first thing in the morning. Have a client / customer list to hand so you do not have to waste time figuring out who to call.

What to say: (learn this off by heart or print it out and personalize the target problem)

Hello (name). (Exchange a few brief pleasantries). (Name) the specific reason I am calling you today is because I would really appreciate your help with something please. As I’m sure you know, I like to spend my time looking after my clients – not looking for them, but like most businesses I also have to generate new business. So as I said, I’d really appreciate your help please. Who else can you think of who might also benefit from an exploratory meeting or conversation with me. Ideally someone who (your target problem– see my example below). Can we take a few minutes to brainstorm this please? (silent close).

Now let’s look at WHY this works so well – the ‘meta-talk. 

Hello (name). [Always use people’s names – everyone likes to hear their name mentioned] (Exchange a few brief pleasantries). (Name) the specific reason I am calling you today is because I would really appreciate your help with something please.[such a powerful word and not used often enough by most people] As I’m sure you know, I like to spend my time looking after my clients – not looking for them, [a perceived benefit to them] but like most businesses I also have to generate new business. [people respond to requests more readily when there is a reason given] So as I said, I’d really appreciate your help please. Who else can you think of who might also benefit from an exploratory meeting or conversation with me. Ideally someone who (your target problem– see my example below). Can we take a few minutes to brainstorm this please? [you are asking for a few minutes – not just one referral and gives you time to get information on them] (silent close).

Your target problem – this is where you briefly describe the type of person / business you are seeking referrals to. For example, here is one of mine but I have many depending upon the campaign I am running:

Who is the CEO or Sales Director of a company whose sales team are possibly struggling to get a significant amount of new business from referrals and wasting too much time on ineffective cold calling.’

Each time you are given a referral, you ask – and who else can you think of please (Name)? (silent close).

And of course you must always ask for permission to mention their name when you call these referrals.

Let me know how you get on.

More about winning new business via referrals here. Here is what one person mailed me after reading this:

“I have just done a campaign based on your fantastic book ‘Winning Sales Referrals’ and it has had superb results with some people providing as many as 24 referrals.”   Alex McBarnet. CEO The Bushcraft Company


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