I’s gonna barrow this form my buddie Angie from the PSN website- enjoy!
UPGRADE COLD LEADS TO REFERRAL STATUS
The primary reason people do business with you is they feel a high level of trust. They trust you as a person, they trust your company, your product/service, and your price/value package. This is why referred leads will consistently convert to clients 80%-to-100% of the time, while yellow page, or non-referred leads convert, at best, 20% of the time. There’s a significant transferal of trust because of the mutual association with the referring person. The idea here is to cause cold-calls to become warmer.
We’ve talked about “creating a culture of referrals” in your company. The underlying purpose would clearly be to accelerate the trust level your prospective clients/customers feel toward you and your company. Here’s an idea you might use to achieve that. Unfortunately, few companies ask new prospects “how did you hear about us?” In doing so, it would help to track the return on investment of their marketing/advertising budget. Even though most companies haven’t embraced this concept, I’d suggest you adjust your approach a degree or two further, and focus on gathering a variety of information that will enable you to connect the prospect to an existing, satisfied client. Consider creating a script/process to gather additional information, such as:
• where do they work, and have you done any work with other people at that firm
• what do they do, and what other lawyers/teachers/insurance people, etc. have you worked with
• where do they live and who else in that neighborhood, city, region, geography, or country have you done business with
Always be thinking about creating networks of inclusion. Find a way to connect yourself to your prospect through a mutual association. You’ll find trust levels soaring and sales closing faster and at a greater rate.
Show me the person you honor, for I know better by
that, the kind of person you are, for you show me what
your idea of Humanity is.
-Thomas Carlyle
