One of the most common mistakes that people make in the referral process is that they’re expecting their referral partners to make the sale or the almost sale.
Now, if you shift away from that kind of a default notion or an expectation and you shift that the end product or the end result of a referral process is to deliver the gift of the first conversation.
The way the process begins is you have the first conversation, then you explore, then you identify, then you match and then you propose and then that gets on into the sales process.
The sales process is at least three, four, five steps away.
And if you are expecting your referral partner to do all of that heavy weight lifting for you and then you say, you know what, everybody is referring to me is not converting.
Versus if you are very clear that the purpose of a referral process is to create the first meaningful meeting and in that first meaningful meeting you get to a very casual conversation where the person is willing to explore with you.
You’re not selling.
The person is not buying.
In that whole conversation you start to elicit what is a job that they’re trying to do, what are the outcomes that they’re looking for, which of these outcomes they’re satisfied with, which are not satisfied.
And then that conversation begins to build from there until you reach a level where now he’s kind of intrigued and engaged and saying, listen, can you send me some information about your product or service? That is the way the whole referral process works.
Obviously two things are required.
First is calibrate into what does a referral process actually deliver and if it is about delivering the opportunity of a meaningful conversation, suddenly you’ll find that there are so many referral partners who can create that for you because that is easy.
The second is what happens when you start with a referral engagement or engaging with somebody who is referred is you start a conversation.
And it’s a conversation which is no pressure.
You’re not trying to sell.
You are basically unpacking what is the situation, what is the issue, what is the job that they’re trying to do, where are the dissatisfactions.
And in that, as you start engaging in that conversation, they begin to realize that here is somebody who really really can get my situation and then they’re willing to move to the next steps.
These are the two adjustments if you make your referral process will start to just take a life of its own.
Video reference number: 022019