1.
Referral
Playbook
Sam Nelson

2.
Agenda
1. Why this is a big deal
2. How to get a referral
3. Executing on the referral
a. The Referral Sequence
b. How to handle the call

3.
The Funnel
Outbound Strategy
Post-engagement
Setting meeting and beyond

4.
yes

5.
Let’s talk about
referrals FROM
prospects!

6.
This is a Big Deal

7.
This generates
a LOT of
opportunities

8.
WORKS WITH
ALMOST EVERY
INDUSTRY AND
PERSONA

9.
ESPECIALLY
EFFECTIVE WITH
OPERATIONS AND
IT ROLES

10.
54%
Reply Rate!!!

11.
How to Get a Referral

12.
ASK FOR A REFERRAL
EVERY TIME YOU
REALIZE YOU ARE
TALKING TO THE
WRONG PERSON

13.
BUILD THIS INTO
YOUR CURRENT
WORKFLOW
ASK FOR A
REFERRAL EVERY
TIME YOU REALIZE
YOU ARE TALKING
TO THE WRONG
PERSON
#1

14.
Phone Call
Whenever someone says. “Hey I’m not your
person”
Simply ask: “Who should I be reaching out to”
[AWKWARD SILENCE UNTIL THEY
RESPOND!]

15.
You should get a
referral MOST of the
time

16.
What if they actually are
the right person?

17.
What if they actually are
the right person?
“BANK” THE
REFERRAL FIRST!

18.
Email
Same reply every time: “Thanks for your
honest response. Who should I be
reaching out to?”

19.
REACH OUT TO
PROSPECTS
PROACTIVELY
EXPERIMENT WITH
BOTH TOP DOWN
AND BOTTOM UP
APPROACHES TO
GETTING
REFERRALS
#2

20.
CEO
ManagerManager
Individual
Contributor
Individual
Contributor
Individual
Contributor
Individual
Contributor
Referral
Down

21.
CEO
ManagerManager
Individual
Contributor
Individual
Contributor
Individual
Contributor
Individual
Contributor
Referral
Up!

22.
22
Prioritization by Title
SDR AE OPS Marketing Training Misc.
VP of Sales Development VP of Sales
VP of Sales
Operations VP of Marketing
VP of Sales
Enablement Owner
Senior Director of Sales
Development Director of Sales
Director of Sales
Operations
Director of
Marketing
Director of Sales
Training Co-founder
Director of Business
Development Sales Manager
Director, Sales
Operations
Demand
Generation
Director, Sales
Enablement CEO
Inside Sales Manager RVP Sales
Sales Engineering
Manager
Marketing
Director
Sales
Enablement
Manager
Sr. Vice
President
SDR Team Lead
Regional
Director of Sales COO
Marketing
Manager
Sales Training
Manager Vice President
Regional Director of
Business Development
Sr. Sales
Manager
Sales Operations
Manager
National
Marketing
Manager Sales Trainer
Director of
Strategy
Business Development
Manager Sales VP
Business
Operations
Manager Content Strategist
General
Manager
Business Development
Director
Territory
Manager
Sales Engineering
Consultant
VP of
Innovation
Business Development Rep Sales Director Data Operations VP of HR
Senior AE Operations Analyst
VP Customer
Success
AE CTO

23.
REFERRALS FROM THE
BOTTOM UP ARE
SURPRISINGLY EFFECTIVE
-SAM NELSON

24.
Executing on the Referral

25.
Getting most
out of initial
name drop

26.
What is this magic
referral sequence
first email?

27.
Traditional but
SHORT
prospecting
emails

28.
Reference
initial referral
again and why
you need to
meet

29.
A referral is a workflow-stopping
event. Reach out to referral and
put in referral sequence within 4
minutes of receiving it
-SAM NELSON

30.
What do I say when
I call?

31.
Q&A

32.
Happy Hunting!