At the Year-End Blowout, Bill Kunzelman commented on the important role that referrals play in building his business. Here is what he said:
“About three years ago the power of referrals was heightened in my thinking After completely lamping a large machine shop in Griffin, GA, I asked the owner if she could provide me with at least three referrals. Her comment was, “I am going to do more than that. We have many clients who need your product.” About a month later she sent me an e-mail with an attachment that listed 120 of their clients! I will list only three that cam from this generous list: Delta Airlines, Robins Air Force Base, and Atlanta Gear Works. Also, from these new account I have accessed referrals as well. The “power of referrals” can provide each of us with new accounts for our file boxes year after year! Ask and you will receive!”
Powerful … and profitable. As direct salespeople you work hard to get to the buyer and to build that all important personal relationship. Why not leverage that relationship by asking your customer for their help in building your business. With a little prompting nearly everyone is happy and honored to help you.
I saw the power of referrals on the first day of the Company’s existence. We cold called all day long without a single pitch until 3:30 at a school…and an order.. and an order.. and three referrals… then three orders back to back for a total of four orders at the end of the day. .ALL BECAUSE OF REFERRALS.
Today referrals are more important than ever. Company gate keepers are very proficient so bypassing then with a name is valuable. If you aren’t using referrals to this extent, you should take a look at improving these profitable skills. Call you coordinator for suggestions and tips. 2012 is going to be a great year so use referrals to help you get off to a great start!
President Maintenance Engineering