Embed Size (px)
Citation preview
MASTERING THE ART OF THE REFERRALTOM STUKER OF STUKER TRAINING
Tom Stuker | Stuker Training | President | [email protected]
LEARNING OBJECTIVES
•How to effectively ask for a referral
•Why referrals are a must for salespeople
•Handling referral reluctance
•Calling the referral
•Following through with the referral
Tom Stuker | Stuker Training | President | [email protected]
Tom Stuker | Stuker Training | President | [email protected]
“Do you know anyone looking to
buy a new car today?”
Tom Stuker | Stuker Training | President | [email protected]
“Do you know anyonelooking to buy a new car today?”
Tom Stuker | Stuker Training | President | [email protected]
“Incidentally…Mrs. Smith, beforeI let you go, could I ask you a small favor?”
“Mrs. Smith, most of my business comes form repeat and referral customers just like you.
Who do you know-maybe a friend, a relative, neighbor,someone you work with, or maybe someone who you’ve talked to recently-who one of these days
might be thinking about a new or used vehicle for themselves as well (pause)?
“Mrs. Smith, who is the first person to come to mind?
Tom Stuker | Stuker Training | President | [email protected]
• Easier to sell• Close at higher ratio• Better grosses• Higher CSI• More fun to sell• UNLIMITED OPPORTUNITIES
Tom Stuker | Stuker Training | President | [email protected]
Referral Reluctance
Customer• “I don’t feel comfortable.”• “Let me talk to them first.”
Salesperson• Uncomfortable asking/maybe this job isn’t for you.• Not having any success with current techniques/learn better techniques.
Tom Stuker | Stuker Training | President | [email protected]
Calling the Referral
If you come on too strong…
• Scare the prospect away
• ‘Burn’ your referral source
Tom Stuker | Stuker Training | President | [email protected]
Role Play
“Recently I had the pleasure of helping a friend/relative/coworker/neighbor/(name) with the purchase of a new
truck, maybe you’ve seen it.”
“Yeah, the red one…”
“Jim, I didn’t call to put you on the spot and I wouldn’t put Pete on the spot, he’s a good customer of mine. But, we were throwing some
names around and your name came up as SOMEONE WHO ONE OF THESE DAYS MIGHT POSSIBLY BE THINKING OF SOME TYPE OF
VEHICLE FOR THEMSELVES IS THAT TRUE?”
Tom Stuker | Stuker Training | President | [email protected]
Thank You for the Referral
Call your referral to thank them TWICE.
• First Contact- Immediately following your initial contact with the referral.
• Second Contact- After the final result.
“Wanted to update you…”“Thank you again…”
Tom Stuker | Stuker Training | President | [email protected]
Bird Dog vs. Unexpected Reward
Money doesn’t motivate people.
An unexpected reward is 10 timesmore POWERFUL than a pre-meditated bribe.
Tom Stuker | Stuker Training | President | [email protected]
Referrals are only half of a Quality Conversation
A quality conversation combines two distinct prospectingOpportunities:
1. Household Opportunities
2. Referral Opportunities
Tom Stuker | Stuker Training | President | [email protected]
Do the Math
1 salesperson X 1 ‘legitimate’ referral a day X 20 days = 20 Referrals
50% of the referrals = 10 Shows
50% of the shows = 5 Sales
5 sales X 10 salespeople- 50 Sales
50 sales X $2,000 = $100,000/month just from referrals!
Tom Stuker | Stuker Training | President | [email protected]
ATTENTION MANAGERS
Is owner follow up and prospecting at your dealership a job responsibility
or encouraged behavior?
In my world, with over 1 million a year inprofit by just asking for referrals…it’s a
JOB RESPONSIBILITY!
CONTACT INFO
Full Name: Tom Stuker
Company: Stuker Training
Job Title: President
Email: [email protected]
Share an important takeaway you received from this sessionusing hashtag #DD19 for a chance to win an iPad
