NFIB

Prepare Before You Call Referrals
10/ 08/ 2002

When you get a referral, you should never immediately pick up the phone and place a call. In today's Workshop, Jeffrey Moses explains what to do first.

When a satisfied customer makes a referral, jot down as much information as you can, including: the referral's type of business; his or her specific need for your products or services; the referral's position or title; whether the referral has the power to make the purchasing decision; similar types of products or services the referral has used; and the referral's satisfaction with those products or services. You also could ask about any specifics your customer and the referral have discussed regarding you or your company. Be sure to ask when is the best time to contact the referral.

Continue researching the referral, focusing on two key elements: finding out what your referral needs and determining how you can satisfy those needs. Before contacting the referral, find out as much as you can about his or her company.

Ask your associates if they know anything about the company. Visit the company's Web site and see if you can pull up any information about the business on Google or other search engines. Call the company's main phone number and request brochures about products or services. Consider making a quick visit to the business, and speak with sales staff and floor managers while youÆre there.

When you feel ready to make the initial call, have all your information neatly organized so you can refer to it as needed. Confirm that it is a good time to talk, and then focus on showing how your offerings will solve specific problems or needs the person has. The fact that you did your homework will show, and the referral will be impressed.

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