How to get 24 referrals from an average sale.
Posted: Sat May 27, 2006 6:24 pm
Here is a technique I learned for getting referrals.
First, you get some simple carbonless forms, and have them printed up so there is space to write twelve names and addresses on forms, six down each side of the form. There is a reason you want carbonless forums, so stay with me.
Then, when you have completed your sale and you are just doing the idle chit-chat that comes after, you get out your carbonless referral forms as part of the rest of the paperwork. Pull it out like anything else that must be filled out in the sales process.
When there is a break in the conversation, you say something like "You know, Joe, a successful business is built on the people you know and I think we have gotten to know each other pretty well and I hope you feel satisfied with the job I have done for you. Therefore, I would like to ask your help. Is there anyone you know that could benefit from my services?"
At this point, you should have the referral form on the table, ready to write on it. One of three things will happen. Some will say "sure" and you are on your way.
Some will be hesitant about siccing an insurance agent on their friends. With those, you will have to stop and reaffirm the friendship and assure them that you will treat their friends as friends. Furthermore, just to make sure that they are receptive, you won't call any of their friends until they have had a chance to call their friends and tell them the call will be coming.
Make sure they understand that they aren't trying to sell their friends anything. All they should do is just mention that a friend of theirs will be calling and to listen because it might be interesting.
The third thing that might happen is that they might want to help you but claim they don't know anyone. Ultimately, all of them will come to the point where they say they don't know any to refer.
But, let's say that they gave you a couple of names. As they give you the names, write them down on the paper and just ask them some friendly questions about what kind of person they are. Get the phone numbers, too, but reassure them that you won't call the person until they have called and paved the way. (Some will tell you to go ahead and call without them calling.)
When they run out of people they can think of, ask them if they have some kind of phone book, contact manager, or whatever. Most people do, so ask them to enter your name under J for Jones (your name, presumably). When they do, ask them if there is anyone under the Js that might be a good referral. When you have gotten all the Js, then ask them to enter you under Insurance, so they will know where to find you easily. Is there anyone under I that would be a good prospect? Then enter your name under T, for your first name, Tom. Is there anyone under T that would be a good prospect?
The basic idea is to get them going through their phone directory. I did it with some clients and finally had to wind up cutting them off after three sheets of paper -- 36 referrals in one sitting, all with the promise to call them and pave the way for me.
Then you take that carbonless form -- remember that? -- and you give them one copy of the form. You tell them that you will be checking back with them and you will let them know the progress of each -- if you have a success, you want this client to feel partially responsible.
The biggest problem with this technique is that you tend to get too many referrals. After you try it a few times you will probably decide to tone it down and stop after the first twelve with anybody.
First, you get some simple carbonless forms, and have them printed up so there is space to write twelve names and addresses on forms, six down each side of the form. There is a reason you want carbonless forums, so stay with me.
Then, when you have completed your sale and you are just doing the idle chit-chat that comes after, you get out your carbonless referral forms as part of the rest of the paperwork. Pull it out like anything else that must be filled out in the sales process.
When there is a break in the conversation, you say something like "You know, Joe, a successful business is built on the people you know and I think we have gotten to know each other pretty well and I hope you feel satisfied with the job I have done for you. Therefore, I would like to ask your help. Is there anyone you know that could benefit from my services?"
At this point, you should have the referral form on the table, ready to write on it. One of three things will happen. Some will say "sure" and you are on your way.
Some will be hesitant about siccing an insurance agent on their friends. With those, you will have to stop and reaffirm the friendship and assure them that you will treat their friends as friends. Furthermore, just to make sure that they are receptive, you won't call any of their friends until they have had a chance to call their friends and tell them the call will be coming.
Make sure they understand that they aren't trying to sell their friends anything. All they should do is just mention that a friend of theirs will be calling and to listen because it might be interesting.
The third thing that might happen is that they might want to help you but claim they don't know anyone. Ultimately, all of them will come to the point where they say they don't know any to refer.
But, let's say that they gave you a couple of names. As they give you the names, write them down on the paper and just ask them some friendly questions about what kind of person they are. Get the phone numbers, too, but reassure them that you won't call the person until they have called and paved the way. (Some will tell you to go ahead and call without them calling.)
When they run out of people they can think of, ask them if they have some kind of phone book, contact manager, or whatever. Most people do, so ask them to enter your name under J for Jones (your name, presumably). When they do, ask them if there is anyone under the Js that might be a good referral. When you have gotten all the Js, then ask them to enter you under Insurance, so they will know where to find you easily. Is there anyone under I that would be a good prospect? Then enter your name under T, for your first name, Tom. Is there anyone under T that would be a good prospect?
The basic idea is to get them going through their phone directory. I did it with some clients and finally had to wind up cutting them off after three sheets of paper -- 36 referrals in one sitting, all with the promise to call them and pave the way for me.
Then you take that carbonless form -- remember that? -- and you give them one copy of the form. You tell them that you will be checking back with them and you will let them know the progress of each -- if you have a success, you want this client to feel partially responsible.
The biggest problem with this technique is that you tend to get too many referrals. After you try it a few times you will probably decide to tone it down and stop after the first twelve with anybody.