I have a question for you. When was the last time you asked for a referral from a client? After reading this article, you will learn how to ask; differently, which would give you ten to twelve new opportunities.
I had to share a story from this week about a guy named Seth. I was in my office when Heather called me from the front desk. She said someone wanted to talk to a manager. As most of you are aware, I work for Hubbard Cincinnati and 2060 Digital. We had recently just moved into our new facility, which is super exciting. Back to the story, I grabbed a business card and headed down to meet someone I thought had an interest in advertising.
I noticed a sharp-dressed young man about 25-26 with a leather briefcase on wheels. I greeted him and asked how I could help him. He shared that he was in sales for a large clothier, was on a call, passed our building, and found the building impressive. He said that with the remarkable building, they must have some well-dressed employees. I have to say, and I did smile thinking old-school sales approach. Seth walked with no appointment and was fearless. He talked with Heather at the front desk to better understand the top executive and other opportunities. He was wise to gather as much information as possible to see who could be a potential customer.
In that short time gathering information from Heather, he had a name of our top executive in the building that would be his best target. Next on his list was me. I invited him to sit down to learn more ( Learn more about his sales ability to see if he would be a fit for our sales team).
I asked if he grew up around here. He grew up in Indiana and moved here to attend College at the University of Cincinnati, where he majored in business. He was in medical sales in Ortho but didn’t like seeing all the surgeries. So he joins Tom James. He had great enthusiasm, and our conversation was effortless. I decided to challenge him and said, with Covid and so many people working from home, don’t you find it challenging to make sales?
He smiled and said his target consumer is always fashion conscious. They are top-level executives, managers, salespeople, and athletes who need custom clothes because of their size and want to look on top of their game. He then went on to suggest I would look great in a pencil skirt with stilettoes shoes. I chuckled and asked Heather, who was listening to our conversation, Hey Heather, could you see me in a pencil skirt? Laughing. He then went on to share that they launched a new casual line. More people are wearing fitted jeans, button-downs, and blazers. I have to say I was so impressed that he was ready to handle any objection.
He asked if he could follow up with me as he had another meeting with a CEO. He asked if he could call and set another time to share the lines he thought I would be interested in and any other of our salespeople.
He went on to ask if I would have five minutes before he had to leave to answer a few questions. I said sure. He handed me a white legal size of paper.
I looked at the piece of paper with about 12 questions which I will include in my show notes. It was titled Client Appreciation list. Very clever as it was his way to ask for a referral. He said that when you ask someone for a referral, you can see them searching for someone they may know. They typically reply, let me think about it. I wanted to make it easier for you.
According to one Dale Carnegie stat, 91 percent of customers say they’d give referrals if asked, but only 11 percent of salespeople ask for them.
Seth had very targeted questions to match his consumer. For Example:
Client Appreciation List – Help you gain new customers from referrals.
WEALTHIEST FRIEND WITH A GOOD ATTITUDE: ____
MOST FASHION CONSCIOUS FRIEND: _______________
PERSON WITH MULTIPLE HOMES: __________________
PERSON WITH PRIVATE AIRCRAFT: _________________
FRIEND WITH THE FINEST HOME: ___________________
FRIEND WITH THE MOST EXOTIC CAR: _______________
BUSINESS OWNER/CEO VERY BUSY: _________________
MOST INFLUENCIAL FRIEND: ________________________
MOST PHILANTHROPIC FRIEND: ___________________
TALLEST FRIEND: __________________________________
SHORTEST FRIEND: ________________________________
COUNTRY CLUB MEMBER: ___________________________
PROFESSIONAL ATHELETE: __________________________
TV/RADIO PERSONALITY: ____________________________
OF THESE NAMES, WHO WILL BE THE MOST DIFFICULT TO GET IN CONTACT WITH?…. PLEASE CALL
Brillant. What Seth knew was the characteristics and lifestyle of his consumer. He also had the opportunity at twelve new leads from one person. So the question is, how can you do the same? In our sales meeting last week, I shared the Story of Seth with my team. We then broke into small groups to develop our Client Appreciation List that makes sense for Industry. Together we created our Tailor-made questions.
Oh, and by the way, call Seth if you are looking to update your wardrobe. (812) 614-1720 or email him S.bittner@tomjames.com.
Learn more about how to Simply Your sales meetings using 3-word topics at http://www.threewordmeetings.com .