ArticleBlaster Knowing Who Your Client Knows

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Please consider this free-reprint article written by:
Paul Mccord

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Article Title: Knowing Who Your Client Knows
Author: Paul Mccord
Word Count: 1402
Article URL: http://www.isnare.com/?aid=102854&ca=Marketing
Format: 64cpl
Author's Email Address: pmccord[at]mccordandassociates.com
(replace [at] with @)

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One of the critical parts of generating a large number of
quality referrals is, of course, getting quality referrals, as
opposed to just getting names and phone numbers. But at times,
despite our best efforts to get agreement from our clients that
they will provide us with 5 or more referrals to people or
companies that meet our requirements, we find when we sit down
at the referral acquisition meeting after the sale that they
aren�t prepared with any referrals.

How can you salvage this meeting and come away with the number
and quality of referrals you want and expect?

In order make sure we get the referrals we want�and to increase
the number of referrals the client gives us�we must do our own
homework well before we meet the client at the referral
acquisition meeting. Homework simply consists of putting
together a list of people we have good reason to believe our
client knows and to whom we would like our client to refer us.

How do we create this list? Knowing our client is the first
step. During the course of the sale you need to be aware of
everything you discover about your client. Does he or she have
signs of membership in organizations in their office or home?
Are there bumper stickers on their car? Photographs that might
indicate involvement in organizations or clubs? Has the client
referred to a meeting or some other indicator of involvement?
Can you gather information about past employment, other vendors
or customers?

All of the above are relatively easy ways you can investigate
who you client might know. Lets look in detail at some of these
possibilities:

Memberships: If you meet your client in their office or home
office you will often have the opportunity to discover their
memberships by simply looking around the room. Do they have
plaques from the Lions Club or Chamber of Commerce? Membership
directories from an industry association on their bookshelf?
Photos of them with a vendor or customer?

Bumper stickers: Some people advertise their political or
social associations on their car. Though not a guarantee, if
you notice a bumper sticker it is often a sign that they have a
commitment to the organization or movement represented by the
sticker.

Vendors/Customers: Simply investigating who the individual
deals with can give you great insight into whom the client
might be able to refer you to. Does he or she or their company
sell to or buy from someone you are interested in getting in
front of?

Awards: Are you aware of any awards your client has received
from any group, association, client, or vendor?

Emails: Some clients will put you on their social email list
where they send copies of articles, jokes, etc. that they think
are of interest. Often these lists are sent to a large number of
individuals and all of the recipients names are in your email
header. Most people will simply delete these emails without a
thought. Don�t! Examine the names of the other people the email
was sent to�sometimes you�ll find some amazing names. I�ve
received emails with the personal email address of nationally
known sports, political, entertainment and business figures.
Most of the time I have no reason to ask to be referred to
these people, but if I ever want to be referred to Emmett
Smith, Bill Bradley, Kobe Bryant, Terry Bradshaw, Tom Kite,
Barbara Walters or any of dozens more high profile people, I
know who to go to ask for the referral�and I already have their
email address in my database.

Family: Are there photos of their kids playing sports? What
school or team do they play for? Has your client mentioned
anything about their spouse having to do something with an
organization or association? Who does their spouse work for?

Past employers: This can be a particularly lucrative area to
investigate. Most people have worked for several companies
during their lifetime and often they will still have contacts
at their past employers. If your client has worked in a
capacity where they had the contacts you want, take note.

If you take the time and effort to do a little investigation,
you should have at least a few areas to investigate further.
Once you have your list of associations, vendors, past
employers, etc., explore those organizations to determine who
within the organization you would like to be referred to by
your client.

If they are members of the chamber, make a list of several
chamber members you�d want to meet. If they are a member of an
industry association, what other companies would you like to
sell? Who in that organization do you need to be referred to in
order to have the best shot at selling them? Are any of your
client�s past employers of interest? How about your client�s
spouse�s employer?

You will need to investigate each of the organizations,
companies, associations, etc. to discover who you want to meet.
You�ll need to come to the referral acquisition meeting with a
list of 15 to 25 names to insure that your client will know at
least a few of the people and will be comfortable refer ring
you to them.

During the referral acquisition meeting, go over your client�s
referrals first. If, after your client has finished with his
list, there are individuals on your list that your client has
not mentioned, take a few brief minutes and ask your client
about each person on your list.

Of course, you want more referrals from your client in the
future. Start preparing for your future referrals during your
client acquisition meeting. Note during the meeting how your
client reacts to each of the people your bring up on your list.
If, for example, you have three people each from three different
organizations, but your client really doesn�t know or is not
comfortable referring you to any of the people from two of the
organizations, but is willing to refer you to all three of the
people from the third organization, make a note to approach you
client about more individuals from the third organization at
some point in the future. Also note where the referrals your
client had prepared came from. Were they all family and
friends? All business acquaintances your client only knows
casually? Are they all vendors? All people within his company?
Who your client refers you to will give you a strong indication
of both how well he trusts you and where you might be able to
make future suggestions about people you would like to be
referred to.

Do not under any circumstances contact any of the people on
your list by using your client�s name without his or her
explicit permission. Trying to manufacture referrals is a
surefire way to lose credibility with both your client and your
prospect. If you contact someone on your list your client has
not referred you to, it is OK to mention you have done work for
your client. Mentioning a name they know is fine as long as you
do not imply in any manner that the client has referred you.

If you discover the personal email address of someone you
recognize or would like to be referred to from one of the
�friends lists� emails that you may receive from an client, do
not under any circumstances use that address without explicit
permission�even if you don�t reveal where you got the email
address. You may be tempted to send an email to that sports
figure you admire or that politician or reporter you can�t
stand, but you can�t. That address is their personal address
and you came by it by accident. It isn�t yours to use without
permission from your client and then only to the extent your
client has given you permission to use it. Again, the address
isn�t yours to use�its real value is in letting you know that
if you ever have cause to want to be referred to that person,
you know someone who might be able to refer you to them.

About The Author: Author and trainer, Paul McCord is a leading
authority on prospecting, referral selling, and personal
marketing. His book, Creating a Million Dollar a Year Sales
Income (John Wiley & Sons) teaches the strategies the million
dollars a year sales superstars use.
http://www.powerreferralselling.com

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