No More Cold Calling

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The document discusses referral selling and moving away from cold calling. It is authored by Joanne Black, an authority on referral selling. She discusses that referrals apply to all sales industries and outlines steps to build a referral business, including having a targeted referral strategy, integrating referrals into the sales process, establishing metrics, and gaining skills and comfort in asking for referrals. The document provides tips on avoiding referral traps and emphasizes that referrals result in "hot" calls where prospects already know and expect the salesperson's call.

No More Cold Calling
Put Referral Selling
Into Action!

Joanne S. Black
joanne@nomorecoldcalling.com

Welcome. I’m Joanne Black.
• America’s leading
authority on referral
selling
• Author of No More Cold
Calling™
• Over 35 years in sales
and sales management

© Copyright Joanne Black : All rights reserved : www.NoMoreColdCalling.com : 415-461-8763 2

Joanne’s Point of View
Don’t be a follower
• The sales landscape has changed
• Find your own direction
• Step out and step up

© Copyright Joanne Black : All rights reserved : www.NoMoreColdCalling.com : 415-461-8763 3

Referrals Apply to All Sales
• Enterprise
• Professional services
• Small- and medium-size businesses
• Business-to-business
• Business-to-consumer
• Job seekers

© Copyright Joanne Black : All rights reserved : www.NoMoreColdCalling.com : 415-461-8763 4

We’ll Discuss:
1. The unlikely definition of a referral
2. Why referrals are gold
3. The 5 steps to build your referral
business
4. The 3 referral traps to avoid

© Copyright Joanne Black : All rights reserved : www.NoMoreColdCalling.com : 415-461-8763 5

Double Your Sales Revenue
Your goal is to expand your referral network.

© Copyright Joanne Black : All rights reserved : www.NoMoreColdCalling.com : 415-461-8763 6

Your Biggest Sales Challenge
Most sales professionals say their biggest
business development challenges are:
• Getting the meeting at the level that
counts
• Converting prospects to customers

© Copyright Joanne Black : All rights reserved : www.NoMoreColdCalling.com : 415-461-8763 7

Joanne’s Point of View
• There’s no such thing as a warm call
• A call is either cold or…

© Copyright Joanne Black : All rights reserved : www.NoMoreColdCalling.com : 415-461-8763 8

Joanne’s Point of View
HOT!

© Copyright Joanne Black : All rights reserved : www.NoMoreColdCalling.com : 415-461-8763 9

Referrals Are HOT Calls
Referred prospects know us and expect our
call.

© Copyright Joanne Black : All rights reserved : www.NoMoreColdCalling.com : 415-461-8763 10

Referred Prospects
You receive an introduction!

© Copyright Joanne Black : All rights reserved : www.NoMoreColdCalling.com : 415-461-8763 11

Why Referrals Are Key
When you receive a qualified referral
introduction, think about what happens…

© Copyright Joanne Black : All rights reserved : www.NoMoreColdCalling.com : 415-461-8763 12

Why Referrals Work
• You arrive pre-sold
• You’ve earned credibility and trust
• Your sales time shortens
• The competition goes away (mostly)
• Your time with clients increases
• There are no “hard” costs

© Copyright Joanne Black : All rights reserved : www.NoMoreColdCalling.com : 415-461-8763 13

Why Referrals Are Key
What percent of the time do you get a
new client when you receive a referral?
30%
50%
70%
90%
100%

© Copyright Joanne Black : All rights reserved : www.NoMoreColdCalling.com : 415-461-8763 14

Why Referrals Are Key
Most salespeople say more than 50%,
and many say 70% plus
30%
50%
70%
90%
100%

© Copyright Joanne Black : All rights reserved : www.NoMoreColdCalling.com : 415-461-8763 15

You Need a Targeted Strategy
• Written referral sales plan
• Weekly written referral goals
• Methods to track and measure referrals
• Accountability for results

© Copyright Joanne Black : All rights reserved : www.NoMoreColdCalling.com : 415-461-8763 16

Do You Have a Targeted Strategy?

© Copyright Joanne Black : All rights reserved : www.NoMoreColdCalling.com : 415-461-8763 17

What Is Your Answer?

© Copyright Joanne Black : All rights reserved : www.NoMoreColdCalling.com : 415-461-8763 18

Targeted Referral Strategy
It’s

But it’s not

© Copyright 2011. All rights reserved. Joanne Black : www.NoMoreColdCalling.com : 415-461-8763 19

Referrals Get You The Meeting
Why Executives Meet with Salespeople
• Research from The TAS Group
– Referral from inside their company
– Referral from a trusted source outside
their company

© Copyright Joanne Black : All rights reserved : www.NoMoreColdCalling.com : 415-461-8763 20

What It Takes
• Make referrals a priority
• Integrate into your sales process
• Establish metrics
• Build skills
• Increase comfort

© Copyright Joanne Black : All rights reserved : www.NoMoreColdCalling.com : 415-461-8763 21

Priority
The way we work—whether in a team or
one-on one

© Copyright Joanne Black : All rights reserved : www.NoMoreColdCalling.com : 415-461-8763 22

Ask During the Sales Process

Penetrate Plan/Conduct
Account Meetings

Typical
Implement Sales Propose
Process

Close Present

© Copyright Joanne Black : All rights reserved : www.NoMoreColdCalling.com : 415-461-8763 23

Sales Process
Referrals are a daily activity

© Copyright Joanne Black : All rights reserved : www.NoMoreColdCalling.com : 415-461-8763 24

Metrics
How will you measure yourself and your
team and hold them accountable?

© Copyright Joanne Black : All rights reserved : www.NoMoreColdCalling.com : 415-461-8763 25

Basic Metrics
• Number of people asked
• Number of referrals received
• Number of referral meetings
• Increase in revenue and profits
• Number of new client projects
• Number of new clients

© Copyright Joanne Black : All rights reserved : www.NoMoreColdCalling.com : 415-461-8763 26

Skill
No More Cold Calling training

© Copyright Joanne Black : All rights reserved : www.NoMoreColdCalling.com : 415-461-8763 27

Comfort
When will you feel comfortable asking for
referrals?

© Copyright Joanne Black : All rights reserved : www.NoMoreColdCalling.com : 415-461-8763 28

Big Referral Traps to Avoid
1. Assuming your clients will refer you
2. Forgetting to ask
3. Thinking they don’t know anyone

© Copyright Joanne Black : All rights reserved : www.NoMoreColdCalling.com : 415-461-8763 29

A New Way of Working
• What is your cost of not making the
transition to referral selling?
• What are you losing or giving up as a
result of this transition?
• What is the cost of doing nothing?

© Copyright Joanne Black : All rights reserved : www.NoMoreColdCalling.com : 415-461-8763 30

Your Fast Track To Referrals
Register for your monthly Back in
the Black Newsletter and receive
your Referral I.Q. Quiz—your
referral-selling checklist!
http://www.nomorecoldcalling.com/

© Copyright Joanne Black : All rights reserved : www.NoMoreColdCalling.com : 415-461-8763 31

Go to www.NoMoreColdCalling.com

© Copyright Joanne Black : All rights reserved : www.NoMoreColdCalling.com : 415-461-8763 32

Referrals Are Gold!

© Copyright Joanne Black : All rights reserved : www.NoMoreColdCalling.com : 415-461-8763 33
33

Resources
• www.NoMoreColdCalling.com
• joanne@nomorecoldcalling.com
• 415-461-8763
• @ReferralSales

© Copyright Joanne Black : All rights reserved : www.NoMoreColdCalling.com : 415-461-8763 34

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Enterprise excellence and inclusive excellence are closely linked, and real-world challenges have shown that both are essential to the success of any organization. To achieve enterprise excellence, organizations must focus on improving their operations and processes while creating an inclusive environment that engages everyone. In this interactive session, the facilitator will highlight commonly established business practices and how they limit our ability to engage everyone every day. More importantly, though, participants will likely gain increased awareness of what we can do differently to maximize enterprise excellence through deliberate inclusion. What is Enterprise Excellence? Enterprise Excellence is a holistic approach that's aimed at achieving world-class performance across all aspects of the organization. What might I learn? A way to engage all in creating Inclusive Excellence. Lessons from the US military and their parallels to the story of Harry Potter. How belt systems and CI teams can destroy inclusive practices. How leadership language invites people to the party. There are three things leaders can do to engage everyone every day: maximizing psychological safety to create environments where folks learn, contribute, and challenge the status quo. Who might benefit? Anyone and everyone leading folks from the shop floor to top floor. Dr. William Harvey is a seasoned Operations Leader with extensive experience in chemical processing, manufacturing, and operations management. At Michelman, he currently oversees multiple sites, leading teams in strategic planning and coaching/practicing continuous improvement. William is set to start his eighth year of teaching at the University of Cincinnati where he teaches marketing, finance, and management. William holds various certifications in change management, quality, leadership, operational excellence, team building, and DiSC, among others.

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No More Cold Calling

1. No More Cold Calling Put Referral Selling Into Action! Joanne S. Black joanne@nomorecoldcalling.com

2. Welcome. I’m Joanne Black. • America’s leading authority on referral selling • Author of No More Cold Calling™ • Over 35 years in sales and sales management © Copyright Joanne Black : All rights reserved : www.NoMoreColdCalling.com : 415-461-8763 2

3. Joanne’s Point of View Don’t be a follower • The sales landscape has changed • Find your own direction • Step out and step up © Copyright Joanne Black : All rights reserved : www.NoMoreColdCalling.com : 415-461-8763 3

4. Referrals Apply to All Sales • Enterprise • Professional services • Small- and medium-size businesses • Business-to-business • Business-to-consumer • Job seekers © Copyright Joanne Black : All rights reserved : www.NoMoreColdCalling.com : 415-461-8763 4

5. We’ll Discuss: 1. The unlikely definition of a referral 2. Why referrals are gold 3. The 5 steps to build your referral business 4. The 3 referral traps to avoid © Copyright Joanne Black : All rights reserved : www.NoMoreColdCalling.com : 415-461-8763 5

7. Your Biggest Sales Challenge Most sales professionals say their biggest business development challenges are: • Getting the meeting at the level that counts • Converting prospects to customers © Copyright Joanne Black : All rights reserved : www.NoMoreColdCalling.com : 415-461-8763 7

13. Why Referrals Work • You arrive pre-sold • You’ve earned credibility and trust • Your sales time shortens • The competition goes away (mostly) • Your time with clients increases • There are no “hard” costs © Copyright Joanne Black : All rights reserved : www.NoMoreColdCalling.com : 415-461-8763 13

14. Why Referrals Are Key What percent of the time do you get a new client when you receive a referral? 30% 50% 70% 90% 100% © Copyright Joanne Black : All rights reserved : www.NoMoreColdCalling.com : 415-461-8763 14

16. You Need a Targeted Strategy • Written referral sales plan • Weekly written referral goals • Methods to track and measure referrals • Accountability for results © Copyright Joanne Black : All rights reserved : www.NoMoreColdCalling.com : 415-461-8763 16

20. Referrals Get You The Meeting Why Executives Meet with Salespeople • Research from The TAS Group – Referral from inside their company – Referral from a trusted source outside their company © Copyright Joanne Black : All rights reserved : www.NoMoreColdCalling.com : 415-461-8763 20

21. What It Takes • Make referrals a priority • Integrate into your sales process • Establish metrics • Build skills • Increase comfort © Copyright Joanne Black : All rights reserved : www.NoMoreColdCalling.com : 415-461-8763 21

23. Ask During the Sales Process Penetrate Plan/Conduct Account Meetings Typical Implement Sales Propose Process Close Present © Copyright Joanne Black : All rights reserved : www.NoMoreColdCalling.com : 415-461-8763 23

26. Basic Metrics • Number of people asked • Number of referrals received • Number of referral meetings • Increase in revenue and profits • Number of new client projects • Number of new clients © Copyright Joanne Black : All rights reserved : www.NoMoreColdCalling.com : 415-461-8763 26

29. Big Referral Traps to Avoid 1. Assuming your clients will refer you 2. Forgetting to ask 3. Thinking they don’t know anyone © Copyright Joanne Black : All rights reserved : www.NoMoreColdCalling.com : 415-461-8763 29

30. A New Way of Working • What is your cost of not making the transition to referral selling? • What are you losing or giving up as a result of this transition? • What is the cost of doing nothing? © Copyright Joanne Black : All rights reserved : www.NoMoreColdCalling.com : 415-461-8763 30

31. Your Fast Track To Referrals Register for your monthly Back in the Black Newsletter and receive your Referral I.Q. Quiz—your referral-selling checklist! http://www.nomorecoldcalling.com/ © Copyright Joanne Black : All rights reserved : www.NoMoreColdCalling.com : 415-461-8763 31

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