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#154: Training our Referrals to Sell You Effectively

Posted By Mark Haas CMC FIMC, Thursday, October 15, 2009
I am not getting any referrals from my network. I am constantly recommending them but get nothing in return.

There are a couple of issues here. Let's assume that you are technically competent, professional and provide services in demand for businesses in your area. Let's also assume that the individuals in your network are reasonable, honorable people (they are in your network, after all!). This leaves a possibility that they just don't know exactly how to refer your services. This is a common mistake most of us make with some in our networks.

Remember, referrals are mostly looking out to sell their own services (if they are other management consultants), run their own businesses, or just go about their lives. We are not their primary objective on a day to day basis. We may not even be the only person they could refer. It is our job to make it as easy as possible for them to refer us. This means "training" them in our capabilities, experience, and interests and providing them with whatever collateral they find most useful. Finally, it is most useful to guide them to your most desired clients. Helping your referrals know where to go, what to sell and what steps to take after the conversation with a prospect will significantly increase your referral activity.

Tip: Some consultants prepare what is called a "sell sheet" that describes, often on a single page, the consultant's experience, attributes, unique value, consulting approaches and services, and a "how to engage" summary. Draft such a sheet and run it by a colleague who knows you well to see if it resonates with them. Offer to review their sheet and compare format and content to share ideas with each other. Once you can provide your referrers with clear talking points, watch your referral traffic soar.

P.S. How good of a referrer are you being to others in your network? If you had to create a sell sheet for your colleagues from a blank sheet of paper, how good would it be? Work with them to make sure you can effectively refer them.

© 2009 Institute of Management Consultants USA

Tags:  client development  consulting colleagues  marketing  networks  proposals  referrals  sales  sustainability 

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John H. Wheeler Jr. MSCMC says...
Posted Thursday, October 15, 2009

Your comments are right on. After building a close relationship with another professional over a couple of years (with no referrals) I asked him what I do. He had a very difficult time answering my question. It was an "AHA" moment for me. I continue to work on further refining the components of my 'sell sheet', as part of an ongoing improvement process. Through that process my hope is that referrals will increase in number and quality.
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