No More Cold Calling

No More Cold CallingPut Referral SellingInto Action!

Joanne S. [email protected]

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

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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

Joanne’s Point of View

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


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Referrals Apply to All Sales

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


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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


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Double Your Sales Revenue

Your goal is to expand your referral network.


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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


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


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HOT!


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Referrals Are HOT Calls

Referred prospects know us and expect our call.


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Referred Prospects

You receive an introduction!


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Why Referrals Are Key

When you receive a qualified referral introduction, think about what happens…

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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


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What percent of the time do you get a new client when you receive a referral?

30%

50%

70%

90%

100%


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Most salespeople say more than 50%, and many say 70% plus

30%

50%

70%

90%

100%


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You Need a Targeted Strategy

• Written referral sales plan• Weekly written referral goals• Methods to track and measure

referrals• Accountability for results


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Do You Have a Targeted Strategy?


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What Is Your Answer?


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Targeted Referral Strategy

It’s

COMMON SENSE

But it’s not

COMMON PRACTICE

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

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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


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What It Takes

• Make referrals a priority• Integrate into your sales process

• Establish metrics• Build skills• Increase comfort

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Priority

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

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Ask During the Sales Process


Plan/Conduct Meetings

Propose

PresentClose

Implement

Typical Sales

Process

Penetrate Account

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Sales Process

Referrals are a daily activity

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Metrics

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


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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


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Skill

No More Cold Calling training


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Comfort

When will you feel comfortable asking for referrals?

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Big Referral Traps to Avoid

1. Assuming your clients will refer you

2. Forgetting to ask

3. Thinking they don’t know anyone


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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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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/


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Go to www.NoMoreColdCalling.com


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Referrals Are Gold!

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60%

100% 90% 80% 70%

50%


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Resources

• www.NoMoreColdCalling.com• [email protected]• 415-461-8763• @ReferralSales

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mailto:[email protected]