Can you guess what these percentages represent: 2; 4; 25; 50?
These are the national average percentages of securing an appointment with a possible prospect:
- 2 percent from a cold call.
- 4 percent from a warm call. (You had some idea of you are calling and why. Maybe he or she responded to an ad or mailer, or perhaps someone had suggested the person investigate your area of ex-pertise.)
- 25 percent from a straight referral. (Someone gives you a name and number and says, "You should give this person a call, I told him/her that he/she ought to talk with you.")
- 50 percent from a personal introduction. (The referrer actually arranges the conversation.)
So which would you rather have? Obviously, you will want the personal introduction! Fortunately, there is a specific technique to employ to make it happen.
First, ask a client, colleague or friend the following question: "Who among the people you know would be the first two or three people you would call if you did what I do for a living?" This often gets the person thinking specifically of very good referrals for you.
Your friend: "Well, I don't know. I suppose David and Joyce would be good starters."
You: "OK, which one would you call first?"
Friend: "Probably Joyce. Yes, I think Joyce would be the one I'd call first."
You: "Why is that?"
Friend: "She mentioned to me a few weeks ago she was looking for someone who does pretty much what your company offers."
You: "Great. Just curious, but why wouldn't you call David first?"
Friend: "Well, David would be a good possibility, but Joyce specifically mentioned your product (or service)."
Set up the introduction properly by asking your referral-giver to call the contact for you, asking if he or she might be open to taking your call. Also ask your referral-giver to call YOU when that's done to let you know the answer. If you haven't heard from your referral-giver within a day or so, call and ask "I was wondering if you've had a chance yet to call Jack Jones for me?" If your friend hasn't already done so, the call will often be made within the hour.
If the referred person is not open to taking your call, fine. Thank your referrer, and let him or her know you will be looking for opportunities to repay the effort made. If the referred person is open to your call, then thank your referrer and ask about the nature of the conversation between them. This will often give you great insight into how to approach the referred person.
When you call the new lead, simply begin the meat of the conversation by asking "What did (referrer's name) say that caused you to be open to taking my call?" The response to that question will give you something tangible to work with as you ask more questions and then suggest an appointment. Fifty percent of the time, you will get the appointment.
Sometimes the referral will even suggest that the three of you get together for lunch or coffee. This is the best of all possible worlds. Allow your referrer to do all of the talking (and the selling!), while you simply prompt the referred person with questions about his or her issues. And you pick up the check, of course!
See how simple these techniques can be? Yet many salespeople and business owners don't use them, even if they are routinely asking for referrals. Get personal invitations, and start eating off of the silver platter of choice referrals!
Al Simon is president of Simon, Inc., an authorized licensee of the Sandler Sales Institute. Contact him at (770) 281-9090 or www.SimonSaysSell.net
