“I Can’t Think of Anybody Right Now”
Problem: Tom knew that getting referrals was the easiest way to get new customers. So he selected 20 of his best clients and called them. He was pleased that almost all of his clients said they would be happy to help him. The problem was that he didn’t actually get any introductions. What he did get was a very common response that sounded like this; “I can’t think of anybody right now. I’ll have to get back to you.”
Analysis: When you ask for a referral, you are asking for a response that can require a great deal of thought. You are asking someone to intellectually identify with what you do and who you do it with, then sort through their own database of people, who they know and what they do, then analyze past conversations and select a few names. This is often expected in a few seconds and can create a little psychological pressure. That is why people generally choose to ask for time to alleviate the pressure. And, of course, when the pressure is off, your request is forgotten.
Solution: Pressure will cause people to become uncomfortable and end the dialogue. The key to avoiding this problem is to guide your client through this referral process in a gentle and nurturing way. Getting referrals is an emotional communication process with several questions and steps. The first step is to get your client to remind himself that your past relationship has been positive. Secondly, ask how they would you feel about referring people to you. Since 80% of the time you will get a positive response to this question, proceed by thanking them and explaining the reason why you are asking for their help. Remind your client of what you do and whom you do it with by restating your introductory pain probe. Gently ask who they know who may have one or more of the issues that you help your clients with. You may even have to help by gently suggesting sources for the names you are looking for like associations, golf partners, social groups, competitor companies, or suppliers. When your client gives you a name, don’t forget to thank him. Ask for more information about the prospect, how your product or service might be able to help, then inquire as to whether or not your client would help with an introduction. Remember to respect the fact that your client has agreed to help you and they may feel they are going out of their way. Psychologically they will need to feel good about the whole process. Referrals are the best way to get more clients when you know how to do it properly.
