Fill the Top of the Funnel

If you want to win more highly competitive pursuits, nothing is more important than establishing a relationship with decision-makers and influencers BEFORE the RFP. Yet many in professional services struggle with this. In lots of cases, they wind up pursuing opportunities where they have no prior relationships. And these are losing propositions way too often.

The good news is that there is a way to build?strong pre-RFP relationships.

That’s where Joanne Black?comes in. Joanne is now celebrating 25 years of showing business development and sales teams how to use referral selling to get qualified meetings with those decision-makers. She’s the author of?No More Cold Calling?and Pick Up the Damn Phone.

I interviewed Joanne, and here is some of what we covered:

What is referral selling?

A referral is getting an introduction to the person you want to meet -?your prime prospect or someone in a company.

This isn't happening that often. There are a lot of things that get in the way. I think the number one is the elephant in the room:

"I'm just not comfortable asking for referrals."

If even the seasoned, successful professional is uncomfortable, everybody else probably has discomfort around it. It's the most personal ask we can make. But it's okay to ask for it. And successful people always ask for help.

But here is how NOT to ask:

"If you know?anyone who could benefit from my services, please let them know."

That does nothing. You just check it off your list and think: It didn't really work, but I've asked.

How to ask for referrals:

The?content?of the ask for the referral is so important. Think strategically about what you're asking for. Make sure to share a valid business reason to refer you. Is what you have to offer exactly what this person needs??

We have to actually equip the referral source with the?language?to introduce us.

And consider the?source?of the referral. Speak to people who actually could help you.

One great source is a satisfied client.

"Our clients are the best source of new business and nobody is asking."

~ Joanne Black?

Put referral selling in place as part of your business development activities.

Strategy

Like anything worth doing, there needs to be a strategy. When creating your referral strategy, start by answering:

• Why do I want to practice referral selling?
• What is the outcome I want?

Metrics

Measure how many people you ask. Then how many referral meetings did you conduct? Take it from there on whatever CRM you use.

Skills

Referral selling is a skill to be learned and practiced.

Accountability

Once you begin, follow a system to hold yourself and your team accountable for referral selling.

You can't automate relationships

We know that business is not built on technology, which is transactional. It's built on relationships, and relationships lead to referrals. You have to have the relationship first, and that's why referrals are even more important today than ever because most people are doing the opposite.

?? Get Joanne's?Referral I.Q. Quiz. It’s 14 Yes/No questions and is a checklist for referral selling.

?? We go live twice each month with valuable strategies to help you improve your business development and win more often. Want reminders? Register here.