Nothing happens until somebody sells something. To make sales happen, IMMS.com Key Sales Consultant Randy Schwantz has created a comprehensive series of 43 Producer Success Lessons. Used singly or in combination, these powerful tools can help your producers build their skills - and grow their sales.
The telephone rings.
Executive: Hello.
Salesperson: Hi, this is Joe Smith with Allstate, and Bob Jones said you might be in the market soon for insurance!
Executive: We’re all set on insurance, Joe.
Salesperson: Of course, you are — that’s why I called. I just wanted to introduce myself and have the opportunity to meet you. I’ll be in your neighborhood tomorrow; would 1:00 or 3:00 be better?
Executive: As I said, Joe, we’re doing all right and aren’t in the market for making any changes. I appreciate the call, goodbye. (hangs up)
I know none of your calls sound that way. However, someone has that conversation every day, and that’s why it’s hard to get ordinary referrals. This lesson is about getting introductions, which is different from solicited referrals.
REFERRALS?
Most salespeople don’t even bother to ask for referrals. In fact, a study conducted by the Securities Industry Association in 1990 revealed that 80% of stockbrokers responding to the survey rarely ask for referrals. The same study found that the majority of stockbrokers’ clients would refer their broker to a friend, but they were never asked. The conclusion was that brokers didn’t get referrals because they didn’t ask for them.
Why not? Probably it’s because the traditional way of asking for referrals doesn’t work very well.
IT’S HOW YOU ASK
Recently my family moved into a newer home. While I was packing, Kendall, my 14-month-old daughter, wanted to help me tape the first box shut. As I pulled the tape dispenser across the box, it made a terrible sound that caused Kendall to cringe. That happened several times while I taped boxes, then Kendall left the room. The next afternoon, I taped some more boxes. Kendall saw me pick up the tape dispenser, and before I made a sound with it, she cringed.
That’s called a visual anchor. An anchor is a stimulus-response action. For Kendall, the visual stimulus was the tape dispenser and the response was her cringe. Stimulus response is an anchor. If I provide the stimulus, you’ll more than likely make the same response every time.
What does this have to do with referrals? Many times words serve as a stimulus that elicits a negative response. For example, April 15 (stimulus), irritation about taxes (response). In the business world, certain words create an automatic response for many people. In this case, 'referral' often does just that.
A Life insurance agent once put an 8½-inch-by-11-inch piece of paper in front of me and said, 'Randy, when I gain a client, I’ve lost a prospect. Most of my business comes from referrals. Would you fill out this paper with a list of your closest friends and family?' My response? No way. I didn’t want him bugging them.
On the other hand, I’ve introduced many people I enjoy, like, and respect. It’s human nature to want to help people you like and who share your beliefs. So as quality communications professionals, we need to learn communications methods that appeal to a person’s natural goodness rather than repel them. Soliciting referrals for the most part repels people; asking for introductions is neutral.
SYSTEMATIC INTRODUCTIONS
These are the three steps for getting systematic introductions:
Step 1: Future Pace. What is 'future pace'? Suppose you accept a new job, and your boss says, 'You’re really going to like working here. The company treats people well, in six months you’ll get a chance for promotion, and most of all, you’ll enjoy the trip to Boston for training — they’ll treat you like a celebrity.' I don’t know about you, but I’d look forward to that, visualizing my promotion and trip to Boston as if they were actually happening. That’s a future pace.
How does this work in selling and getting introductions? You tell your prospect, 'Chances are you’re going to be very pleased with our product and my service, and sometimes in the future you’ll want to introduce me to someone because you’ll think they need my help. I want you to know in advance that I appreciate your having done that.' It’s that simple! You were just future paced. It’s OK to tell your clients they’re going to be happy with your work. Help them to imagine what it will be like for them to introduce you to someone and your appreciating it.
Step 2: Rapport. Rapport, rapport, rapport. No outcome can be achieved unless you maintain rapport. Continue to enhance rapport and build the relationship, and trust will grow.
Step 3: Ask for an Introduction. Here’s the easiest and most effective way to ask for an introduction: 'I don’t suppose there’s anybody you want to introduce me to who’d appreciate the same kind of service and relationship that you and I have, do you?' Using the phrase 'I don’t suppose' keeps you out of a box. Imagine asking for a referral:
Salesperson: Can you give me some referrals?
Executive: No.
Your internal response will be 'Why not?' Where do you go from here? If you use 'I don’t suppose,' you can respond to a negative answer this way:
Salesperson: I didn’t think so. Is that because you weren’t happy with my service, or you just don’t know anyone?
Executive: I can’t think of anyone.
Salesperson: That’s not unusual — most people can’t at first. If you could, would you want to introduce me?
Executive: Sure.
Salesperson: I imagine tonight at the dinner table a name will probably pop into your head. If it does, it’s OK to give me a call.' (future pace)
SODAR
Paula, a client of mine, called me one day and gave me her friend Sue’s phone number 'Call her — she needs your help,' Paula said. I called and found Sue so defensive that we didn’t get very far. I called Paula and filled her in on the situation. Paula said, 'That’s her loss.'
Sue lost, and I lost. Lose-lose doesn’t make a win. With the incident fresh in my mind, I read a sales book about introductions and networking. The book covered a process called SODAR. That’s an acronym for Situation Opportunity Decision Action Result. The book reminded me that most clients forget what you’ve done for them once it’s been done. Out of sight, out of mind.
People have to remember what you’ve done for them if you’re to get good introductions from them. So I called Paula and asked, 'Paula, when you told Sue you were going to have me call her, what was the conversation like?'
Paula replied, 'I told her you were a sales trainer and that in her condition, she should talk to somebody like you. Then I told her I was going to have you call her.'
No wonder my call to Sue didn’t go very well. Here’s how I used SODAR to improve the situation:
Salesperson: Paula, do you remember what your sales situation was a year ago when we met?
Paula: Sure. It was terrible. I was ready to quit if things hadn’t gotten better fast. I had no plan, I wasn’t prospecting, and when I did get a chance to quote, I was just getting used.
Salesperson: How did you see working with me as an opportunity?
Paula: After talking with you, I felt you could help me with those problems. You seemed to understand my predicament very well.
Salesperson: What was it like to decide to work with me?
Paula: Kind of tough — you’re pretty expensive. But after I called your references and they told me what you’d done for them, I felt a lot better.
Salesperson: How would you describe the action we took to get you where you are now?
Paula: It was a combination of things: classroom work, role play, you went out on several calls with me, and most of all, you helped me to get my confidence back.
Salesperson: How would you describe the results?
Paula: Easy — my sales have increased more than 53%, and I feel more in control than ever.
Salesperson: Thanks, Paula. Would you do me a favor? Call Sue and tell her that same story. Tell her your situation when we first met and how you saw working with me as an opportunity. Let her know how you decided to move ahead and what kind of action we took. Cap it off with the results. Would you do that?
Paula: Consider it done.
A few days later, Paula called me and said that Sue wanted to visit again. Sue was excited and said, 'Can you do for me what you did for Paula?' The difference was like night and day, and it was because of SODAR. Getting a solid introduction made all the difference.
EXERCISE
- List three people you will ask for an introduction this week.
- Determine which of the three you’ll take through the SODAR process.
- Practice your future pace 25 times until you can practically say it in your sleep.