October 10, 2006
News & Opinion: It’s All About Referrals
Thanks to Jack and Todd for inviting me to host the blog today. I wrote No More Cold Calling: The Breakthrough System That Will Leave Your Competition in the Dust from Warner Business Books, to transform the way every salesperson, sales executive, and sales organization works.
The book is about more than why cold calling doesnt work, but it makes a catchy title. The book is really about getting more business by becoming a referral-selling organization.
When I reflected on my sales career, I realized that my best business had come from referrals. When I started working with clients ten years agowhen I founded my companyit was glaringly apparent that they had fabulous relationships with not only their clients, but their peers, vendors, and associates. But, all of these relationships were underleveraged. Many of us become friends with our clients, but are we asking them to help us? No. Lets start changing that. Heres how to begin:
- How many clients do you have? With how many do you have excellent relationships? If you havent asked them for a referral, now is the time
- Make a list of 100 other people. List those you know best at the top..
- Set a goal for how many people you will contact each week. You should have a minimum of five. (Thats only one per day.)
- Tell people that you are building your business through referrals. Tell them specifically about the results you deliver and the type of client you want. Dont forget to ask how you can help them.
You can read a sample chapter from my book on the Hachette website.
About Sally Haldorson
Sally Haldorson's job as 800-CEO-READ’s General Manager is to make 800-CEO-READ a great place to work for our employees, and a consistently high-performing customer service organization for our clients, authors, and our partners in the publishing industry. In addition to her General Manager duties ensuring collaboration, integration, and quality, she reads, writes, reviews, curates, and edits for the company. Helping craft The 100 Best Business Books of All Time used parts of both skill sets. Outside of work, she is most likely to be found hitting a tennis ball around or hanging out with her boys (husband, child, dog) at home.