Reason # 5 for NOT asking for Referrals

What if the Customer Backs Off if I ask for a Referral?

This is a good question. If you've just converted a customer to buy your products, why would they back off? If Mrs Customer refuses to help, she may have several reasons:

1. She is not convinced her purchase will do everything you said it will do
2. She doesn't like you and she bought from you out of no choice
3. She doesn't know how to give you referrals
4. She doesn't know how good or bad you will treat her referrals
5. She does not trust you

1. If she is not convinced about the purchase, then you need to redress the balance. Otherwise, shortly after you've gone she will forget about what the value of her purchase was and she will not do your reputation any favours. Think about the times you've been abroad on holiday and bought souvenirs. you get back home and you cannot understand what possessed you. You got carried away in the euphoria of being on holiday on foreign shores. The trouble with this kind of transaction is you'll have a lot of disgruntled customers. Deal with it. Make sure your customers are happy with your products.

2. It is very unlikely that customers will purchase from you if they do not like you. Most mature adults are able to handle obnoxious sales people. The people I worry for are the elderly, the frail and people with learning difficulties. If you are selling to these kind of people, take the time to understand what's important to your customers. If they do not value your offer or like you, that's fine. Walk away. It takes only one bad word about you to undo a hundred good words. Is it worth risking your reputation? Learn to say 'no' difficult to customers.

3. If your customers do not know how to give referrals, teach them how the process works. Re-assure them that you will treat your referrals with respect and that you will not let them down. There'll be more on this on a separate blog.

4. If your customer is uncertain how well you treat your referrals, then either they are cynical or you have treated that customer badly. Ask your customer how they would best like the referral contact. Then re-assure them by explaining how you will contact them and that you will use your meeting as an opportunity to find out if you can bring value to your referral. Also, re-assure them that if you cannot bring value, then you are happy to walk away.

5. Ultimately, the reason when a customer refuses to give referrals, it is because she does not trust you. The only way you can deal with that is go back to the drawing board, build and sustain a better relationship with your customer and come back for the referrals on another day. If they don't trust you, the quality of referrals she would give you will be low.

To summarise:

• Treat your customers how you would want to be treated - with respect, honour and a value for their time
• Build trust and be trustworthy
• Deliver on your promises and some
• Ask your customer with respect and conviction for referrals
• Teach them how you operate a referral system
  

Who is making the most out of the sales meeting – the buyer or you, the seller? A sale is made every time a buyer meets the seller. Sometimes the seller convinces the buyer to go ahead and buy; sometimes the buyer convinces both of you that he shouldn’t buy. Who’s making the most out of the sale – you or your customer? Always remember to ask your buyer for referrals.

Want to find out more about how you can boost your business referrals, then why not book yourself for the Referral Sales Summit on Tuesday 27th June 2006 in Birmingham, UK?