“When you consider that you’re having a very deep, very vulnerable, very unnecessary conversation for creating the kinds of relationships that you want to have, it’s a very simple, straightforward bridge right into who else should join us in that kind of relationship.” – Jeff Bajorek in today’s Tip 1088
Do you ask for more referrals?
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Books by Jeff Bajorek
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Rethink The Way You Sell
The Why And The Buy Podcast
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Scott Ingram: You’re listening to the Daily Sales Tips podcast and I’m your host, Scott Ingram. Today’s tip comes from Jeff Bajorek. Jeff is a consultant and coach to B2B sales leaders and host of the Rethink The Way You Sell Community. Here he is:
Jeff Bajorek: Asking for referrals is tough. It’s tough to get a little more vulnerable with your client or your customer. It’s tough to ask for something else after you’ve already delivered what they’ve paid for and feeling like asking for something that they didn’t necessarily pay for may feel a bit much. Here’s the thing though, and perhaps it’s good that it’s so difficult to do because it is the fastest, most efficient, most effective way to really grow your business. And most importantly, it’s a way for you to replicate some of your best customers. And that is something that I can’t believe is overlooked as often as it is. You want more of your best customers. Remember, I’ve told you you’ll never have a better day in sales than when you fired your worst customer. So the flip of that coin is to find more of the ones that you really love to serve.
So here’s my brief four-step, simple process, simple framework for asking for more referrals. And here’s the real kicker. The first two of these steps you should be doing anyway. Only 5% of people, 5% professional sellers, in my estimation, are asking these questions and I’m going to tell you right now unequivocally. I believe that is the most primary, most fundamental reason that they are the top 5%. Okay, are you ready? Here we are.
Step one. Why did you choose to do business with us the first time? That’s what you should be asking your customers after you’re done servicing them or after you’ve had a significant enough relationship with them to believe that they are among your very best customers. Why did you choose to do business with us? Why did you choose us?
And here’s a little caveat. Question 1-A is, can you go into more detail? See, most often your customers don’t want to get really vulnerable with you because it’s a little bit uncomfortable. So you have to create the space for them to be willing to get vulnerable with you. Okay, so peel back a layer of that onion and say, I appreciate what you’re saying here. It would be really helpful if you could be as specific as possible, because, quite frankly, I really treasure our relationship, and I want to build relationships like this with more customers, clients like you. Okay. So give them the space to go a little deeper and give you the information that you really need, and then you really have something that you can work with.
The second question is, why do you continue to do business with us? Now, there’s an outside chance that that question won’t apply to you because you sell something highly transactional. Okay, let it go. Move on. That’s fine. But for the overwhelming majority of you watching this. You want customers for life, not customers for a day. So why do you continue to do business with us? This is going to help you because their motive to stay is often different, though, related to their initial motive for coming on board.
Your third question and this is where the referral part starts. Do you know anybody who might also appreciate that kind of value? That kind of relationship, that kind of customer experience, whatever it is, that is going to get them thinking. And now here’s the killer. This is where the rubber meets the road. This is where your referrals go from just a list of names to actual warm introductions. And those warm introductions are often very favorable. Would you be willing to introduce us?
Now a lot of people stop way short of that and think about it, what would you rather get? Would you rather get a list of three names that you could cold call, or would you rather be walked into the side door of the office? Figuratively or literally of more people who could very well be your future best customers?
Think about that. All it is is one extra question. And when you consider where you’ve earned the right to be. When you consider that you’re having a very deep, very vulnerable, very unnecessary conversation for creating the kinds of relationships that you want to have, it’s a very simple, straightforward bridge right into who else should join us in that kind of relationship. Who else should I be talking to? Who else would really appreciate that? You’re using that momentum, which is well earned, just not often asked for to help create some momentum for yourself.
This is something you can do. This is a simple framework. You can take these words. You can spin them. You can make them your own and you should. But the framework itself is very simple. Don’t overlook it just because you don’t want to get vulnerable with your best customers. If you can’t get vulnerable with them, who can you ask? Use this. Use this to make 2022 your best year ever and I suppose you can thank me later.
Scott Ingram: For links to connect with Jeff and his Rethink The Way You Sell Community. Just click over to DailySales.Tips/1088. Once you’ve done that. Be sure to come back tomorrow for another great sales tip. Thanks for listening!