08/16/07 - What stalls or stops referrals (cont'd)

In last Thursday's issue we talked about many behaviors (or lack of same) that can interfere with getting referrals. Today, we continue that discussion, with the addition of some new behaviors. Once again, I'd like to ask you to share behaviors that I haven't thought of. Email them to me at eric@succeedinginbusiness.com. I will share them with everyone on this mailing list.

If you know of others who are not competitors, but who are equally committed to succeeding in business, please forward this article to them. For many, this is all they will ever need to reliably build professional and financial security for the rest of their lives.

You don't ask for referrals

This is one of the biggest reasons we don't get referrals. We don't ask for them. Most people are happy to help others succeed, but you have to ask them to do it. And you must remain detached about the outcome. Don't act as though you're desperate.

You don't write down what you do

If you don't have a good elevator speech (or audio logo), or if you haven't written it out clearly, chances are the people you ask for referrals won't know how to refer you. What's even worse is if you don't know what you do. By all means, if you haven't already done so, take the time to compose a good elevator speech. One that defines your target market, describes the problems they have to have solved, and how you solve them. And then be sure you write it down, so when you ask people to refer you, you can give them that written description. Then you'll know they have it right. Also, they won't feel foolish when they realize they're not sure what you do. If you want someone else to tout what you do, you'd best make sure they know what you do.

You expect too much of the people you ask to refer you. People are very busy and totally focused on WIIFM ("What's in it for me"). They will give you referrals if it is easy and convenient for them to do so. The implication is that you need to give them a tight, well-crafted sound bite that is easy to repeat and is differentiated enough that they will feel like they are passing along something of value, not just something that fulfills a duty.

You ask a person to refer you only once. Don't be a pain. But don't just ask once, either. A light, quick request every so often, should do it.

You take too long to make the request

Don't go on and on about yourself or your product or service when you ask for a referral. Make it very, very brief. This just means that you have it down to a quick, tight sound-bite that you have thoroughly tested.

You don't thank people properly

At the very least, thank people who have referred you in a handwritten note. I try to send flowers, or take them out to lunch. Remember to reward the behaviors you want to have repeated.

You don't reciprocate

Ask referrers (or potential referrers) how you might best refer them. Try to understand their business so you can describe it in a way that is likely to get them business (maybe you ask them for a copy of their elevator speech). Ask them to confirm your understanding. And, don't forget the obvious: Be sure you have their phone numbers, email addresses, and any other relevant details you'll need to pull off a referral.

Of course, there are other behaviors that interfere with getting referrals, and I'll talk about some more of them in next Thursday's issue of the Success Tips Newsletter. And, don't forget: If you know of other behaviors that interfere with getting referrals, please email them to me at eric@succeedinginbusiness.com. I'll share them, in turn, with the others on this newsletter list.

In the meantime, a short note to help us (and you) pay the bills:

The Marketing Fast Track course has been a great success, and the next session is filling up rapidly. It begins on Wednesday, September 12, 2007, at 1:00 P.M. PST, and "meets" each subsequent Wednesday until October 24, all at 1:00 P.M. PST. Check it out.

The course will give you the tools you need to create a message that will get you 1,000+ referrals. It will also:

Make getting steady referrals a routine part of your life.


Give you reliable tools to make more money than you ever thought you could.


Show you new things you can use to make more money, more easily, each week.


Show you how you can quit cold-calling.


Understand how to stop being your own worst enemy in marketing and sales efforts.

Cheers,

Eric Albertson
Portland OR
August 16, 2007