Request for referrals in sales: The 9 mistakes to avoid

Why asking referral should be a constant habit

Prospecting. Nobody likes prospecting. We'd do anything to avoid having to prospect. But there is one thing that can reduce the need for sales reps to prospect, and yet few, too few, do it. Ask for a recommendation. Referrals should be an integral part of a salesperson's day-to-day routine. As well as reducing the need to prospect, they take away the pressure to make a profit, allow us to get in touch with prospects we wouldn't have thought of and a host of other advantages.

9 mistakes sales people do when asking referral

Here are 9 mistakes that salespeople make. Do you recognise any of them?

1- They don't ask. It may sound silly, but a very large number of salespeople don't ask for introductions. I don't really believe in statistics about what salespeople do or don't do, but I've read in the past that 80% of salespeople don't ask for an introduction. From what I've seen with the teams I work with, this figure is... underestimated. It's more like 100% of the salespeople I've met who don't ask for an introduction. And why is that? Quite a few reasons that I call 'head trash'. Things they say to themselves to convince themselves that it won't work.

2- They don't know how to ask. When I think of asking for an introduction, unfortunately I realise that sales people do it badly. With phrases like "who do you know" or "do you know anyone who"? Unfortunately, this is the least effective way for many reasons. The sales person puts himself in a submissive position vis-à-vis his customer. They look for the yes rather than the no (looking for the no in a conversation is much more effective than looking for the yes for all sorts of reasons...). They don't position the question on the real reason why their customer is working with them. Etc...

3- They ask only once. It's good enough to ask once. It's even better to ask twice. Often, when you ask a customer for an introduction, nothing comes to mind. And that's normal. But sales people often stop there. They think "I've already asked this customer, I can't ask him again". It's true that being insistent can be badly perceived. But once again, it's a question of methodology. And one of the concepts I explain to teams is to bring the future into the present moment. All we have to do is ask our customers' permission to ask them again later: "I hear you don't know anyone yet. Things change. Is it OK if I check in with you in a few weeks' time?".

4- They wait too late. How many salespeople tell themselves that they should wait until the customer is satisfied with the service or product before asking for an introduction. But if you think about it, the moment the customer signs up, you've earned their trust. And asking for an introduction is not at all impossible. Of course, there are different ways of asking. Once again, the typical "Who do you know" doesn't get you very far. Typically, I ask a new client: "OK, I'm glad we're making progress together and I'm looking forward to getting things up and running. By the way, now that you know the problems I help managers like you with, I don't suppose there are two or three managers in your network with whom I should have a chat, to see whether I can help them too or not? Two options: either he says yes and puts me in touch, or he prefers to wait, in which case I go back to point 3.

5- They think that the introduction is for them: Too often, when salespeople ask for an introduction, they're doing it for themselves, to boost their sales. They forget that selling is just one thing. Helping others. If a customer works with a sales rep and his company, it's because that customer had a problem that the sales rep and his organisation helped to solve. It follows that the request for an introduction should not be about the sales person and their service/product. It should be about the customer's contact, the problems they have, what's bothering them, etc... Even if your customer wants to help you succeed, it will only be an indirect benefit.

6- They feel not worthy of an introduction. How do you know if you are worthy of an introduction? Your customers themselves suggest that you should be introduced to their networks. It's true that in the position of a salesperson who is not completely responsible for the quality of the service or product, this can seem complicated. But it's more often your relationship with your customers that counts. In the 5Ps of marketing (people, process, product, pricing and promotion), it's the first two that count when it comes to getting introductions!

7- They haven't defined a good target for an introduction: Our time is precious. And so is the goodwill of our customers. So there's no point in ending up with introductions to customers who don't fit your ICP (ideal customer profile). When formulating an introduction request, it is therefore critical to ensure that your customer does not send you to a prospect that you cannot help.

8- They don't systematise this habit: Sales is a system, a muscle. One of the beauties of sales is that it is a system that can be applied continuously, but no two situations are alike. The salesperson's expertise therefore lies in applying the fundamental principles of sales systematically, while adapting to the situation and the person they are dealing with. And, if necessary, having the courage to do what he or she does not feel comfortable doing. Asking for an introduction should therefore become a systematic habit. Did you know that you can even ask for an introduction from a prospect you call cold? However, you need to know how to prospect...

9- They don't help the customer with the introduction. Finally, if your customer is thinking of one or two of their contacts, the responsibility for ensuring that the introduction is well done obviously lies with the sales person. A good introduction includes, for example, the type of "decision maker" you work with, the type of problem you solve and an acknowledgement that even if your customer is satisfied with your services, their contact may not buy into your approach. This is to take the pressure off the new prospect of being faced with an enthusiastic salesperson who will try to persuade them at all costs.

You're probably not making any of these mistakes. But which ones have you identified other sales people making?