What You'll Learn: - How a referral introduction gets you every meeting in one call (Yep, no such thing as 8-to-15 attempts) - Why referrals ace-out your competition and position you as the market leader every time - How referrals convert your prospects to clients well more than 50% of the time (Most say more than 70%) - The 3 steps to build a referral culture that drives revenue (It’s simple, but it’s not easy)

1. Stop Cold Calling
Get the One-Call Meeting
Joanne S. Black

2. Not About Cold Calling
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3. Don’t Ask for Referrals
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4. • Why referrals?
• What gets in the way of asking
• The 3 steps to build your referral business
• Putting referrals into practice
• Jump-start your referrals
• Opportunity for you
Our Discussion

5. A referral means you receive an introduction!
Referral Selling Defined

6. • Arrive pre-sold
• Sales process shortens
• No competition
• No “hard” costs
• You get the meeting
The Power of Referrals

7. The multiplier effect of trust
The Power of Referrals

8. What percent of the time do you get a new client?
The Power of Referrals
30%
50%
70%
90%
100%

9. The Referral Gap
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10. • Why referrals?
• What gets in the way of asking
• The 3 steps to build your referral business
• Putting referrals into practice
• Opportunity for you
Our Discussion

11. The Elephant In the Room
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12. “I’m not sure of the reason, but I have never been
comfortable asking for referrals.”
Referral Reluctance

13. Call reluctance
• Feels pushy
• Asking for help
• Might say no
• You didn’t deliver
• Other things took priority
What gets in the way…

14. 1. Fear of asking for a referral
The 5 Levels of Referral Reluctance

15. 2. Asking for an introduction
The 5 Levels of Referral Reluctance

16. 3. Asking about the referral
The 5 Levels of Referral Reluctance

17. 4. Confirming the timeframe
The 5 Levels of Referral Reluctance

18. 5. Offering to send an email intro
The 5 Levels of Referral Reluctance

19. The 5 levels of referral reluctance
1. Asking for the referral
2. Asking for the introduction
3. Asking about the referral
4. Confirming the timeframe
5. Offer to send intro text
What gets in the way…

20. You do!
What gets in the way…

21. • Why referrals?
• What gets in the way of asking
• The 3 steps to build your referral business
• Putting referrals into practice
• Next steps
Our Discussion

22. Culture’s what happens when people aren’t looking
Building a Referral Culture

23. 1. Strategy
2. Skills
3. Execution
What it Takes

24. 1. What will success look like?
2. What are your referral goals?
3. What are your metrics
- Activity metrics
- Results metrics
Strategy

25. • Referral selling is a behavior change
• Referral selling is skills-based
Skills

26. 1. KPIs aligned with referral goals
2. Accountability for results
3. Reinforcement & coaching
Execution

27. Who Has Strategy, Skills, Execution?
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28. • Why referrals?
• What gets in the way of asking
• The 3 steps to build your referral business
• Putting referrals into practice
• Opportunity for you
Our Discussion

29. Had Some of These?
The PITA client

30. Where Do You Find Ideal Clients?
From your current clients!

31. Riskier?
Ask Your Clients

32. • Why referrals?
• What gets in the way of asking
• The 3 steps to build your referral business
• Putting referrals into practice
• Opportunity for you
Our Discussion

33. 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?
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34. Big Question
Are you ready to commit to referral selling?
Will you do the work and be accountable for results?
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35. • Learn how to ask for referrals
• Achieve comfort in asking
• Shift the way you run your business
• Work with clients who want to work with you
• Spend less time prospecting
• Blow past your quota
Build Your Skills

36. Let’s Stay in Touch
– joanne@nomorecoldcalling.com
– 415-461-8763
– @Referral Sales
– www.linkedin.com/in/joanneblackreferralsales/
Joanne S. Black
America’s Leading Authority on Referral Selling