1. This site uses cookies. By continuing to use this site, you are agreeing to our use of cookies. Learn More.

[Method] Grow Your Business 50 Times Faster and Better with Referrals

Discussion in 'Offline Marketing' started by Griggs, Feb 21, 2013.

  1. Griggs

    Griggs Junior Member

    Joined:
    Oct 20, 2010
    Messages:
    127
    Likes Received:
    47
    Before I jumped right in, I wanted to give an introduction to who I am. Obviously my name is Griggs. I've been around on BHW for quite some time now (3 years?). I don't feel like I've ever contributed anything overly useful here, but I've gotten a lot of benefit from everything that I've read.

    About 3 years ago I got to 99 posts and decided to save my 100th for something that could really give back to the community. Then of course, life got in the way, and I never really got around to my magical 100th post.

    I had a decent amount of success in IM for around a year, and then I ventured off into the "real world" to get a "real" job. Notice how I put quotes around these. It's because most of the successful people on this forum do have a "real" job, because they treat IM like a job.

    For my real job I picked insurance sales. I've been in the game, feeding myself off sales, for over a year and a half now. I recently picked IM back up because 8-5 just isn't working hard enough.

    So perhaps with this post I'll finally achieve my 3 year dream of giving back to the community. Or maybe I won't. I suppose it'll have something to do with how much it helps you guys. Everything I'll tell you is personally proven to work, modified to suit the SEO game, and then proven again by people I've trained. I hope it helps you :)


    Prefix: Don't Measure Success by Sales

    It's a deadly trap, measuring your success by sales. The fact of the matter is, you could run across 10 people in a row that don't want your services. Does that mean you did a bad job? No, it really doesn't. That's why you need to come up with a different way to measure success. So what are some different ways of measuring success?

    The first is appointments. How many appointments did you set today? Aim for a number of appointments to set every day and stick to it.

    The second is referals. How many names did you get from your prospect? This one is much more powerful, because it directly translates into more money in your pocket.

    Don't worry about sales, they'll come. So without further adieu, I'll get to the actual method.


    Chapter 1: Why Referrals Work

    If you're measuring success with number of appointments you set per day, this is where referals are really going to make sense. Here's a breakdown of the percentage of time a call will result in an appointment:

    Natural Market (people you personally know): 57%
    Referrals: 50%
    Cold Calls: 1%

    As you can see, you'll get much more results from referals than cold calls. Where you might be able to call 100 people a day and get 1 appointment, you'll be able to call the same number with referals and set 50. I'm speaking from experience that this does in fact stay true. Of course, your natural market is still better, but only 7%. That's just unreal.


    Chapter 2: The Pre-Sell

    Most of you are probably wondering by now, "How do I get these magical leads?" Well, to put it bluntly, you ask for them. People never offer them out of the blue. If they did, everyone would be selling. And why the hell would I be typing this up?

    When to ask for them is a better question. But again, to put it very bluntly, ask all the time. Start the appointment with an expectation of them giving you a referral. Obviously you'll want to introduce yourself first before you throw this in:

    "Bob, I just really wanted to say that I appreciate John introducing us. We meet great people like you mostly by word of mouth."

    What this does is set the scene for referrals. Now Bob knows that you build your business by word of mouth, and he acknowledges that he himself was a referral. Once you go through everything with him, he'll see how it was beneficial for him to be referred. And this is powerful.

    But wait! I won't be able to use this because I haven't gotten any referrals yet. No worries. Introduce yourself, shoot the shit, explain your business, and somewhere right at the beginning throw this in:

    "Bob, I'm really glad I got to sit down with you today. Our aim is to work with great business owners like yourself, and we do that mostly by word of mouth."

    Once again setting the stage for referrals.


    Chapter 3: Gimme dem Names

    So at some point you're going to finish up, ask for the sale and hopefully get some money. But before you go, you have to get paid first. No, I'm not talking about money, I'm talking about the names this guy knows that he needs to give you. That's your payment, and you damn well better ask for it. After the clean up, throw this in:

    "Well Bob, I really appreciate meeting with you today. Can I ask you something?" (yes) "What did you find most useful about our meeting?" (head to paper - write what he says down) "That's great! I'm glad to hear that."

    At this point you've shown the prospect that you've provided value through your meeting. Now it's time to make him uncomfortable (99% of people will be - don't worry about it).

    "At the beginning of our appointment, I mentioned that we grow our business by word of mouth. Who are 3 people that would need to hear what we talked about today?"

    At this point you write 1. 2. 3. on your paper, put your pen next to 1. and stare at the paper like it was the hottest chick you've ever seen. You've now shown the prospect that you're not f**king around, and that he's about to give you some names. Write the names down when he gives them to you. Success! Or maybe he says, "Well I..." Uh oh.


    Chapter 4: Overcoming the Objection

    Remember how I said most people are just really uncomfortable giving out names? Like 99% of them? Well they are, and they'll come up with some genius ways to not give them to you. That's why good sales people have scripts.

    Objection 1: "I don't really know anyone"
    Answer: "Bob, if you're anything like me, I bet you've got 200 people in your cell phone. Look through and see if there's anyone in there I could help."

    Objection 2: "I don't give out referrals"
    Answer: "Bob, I understand where you're coming from. Can I ask you why though?" <-- get sh!t on

    Objection 2a: "I had a bad experience"
    Answer: "Bob, I can understand that. But anyone that you introduce me to, I'll treat with the same respect I've treated you with. If I offende them, that hurt our relationship, and I wouldn't ever want to do that."

    Objection 2b: "I just don't."
    Answer: Cool story, bro. Seriously though, leave that one alone at the risk of pissing him off. Ask again next time you see him though.

    B2B referrals are a bitch, so don't beat yourself up if you can't overcome his objections. Just ask him again next time you see him.


    Chapter 5: Solidifying the Leads

    It's important to get some good info on the people you'll be calling, as well as give them a heads up you're calling. Note to the wise, however; do-not-call registries don't apply to businesses. Ever.

    You'll want to get information on every person that you get this way. Where they work, do they own the company, best time to call, is this their direct number, what market they're in if you're not familiar with the company. Simply ask about each of them, I won't provide a script on that.

    The next step is asking them to let their referrals know you'll be calling:

    "Bob, I don't like to surprise people when I call them. Would you mind calling these people and letting them know I'll be calling them? I'll be calling them at X:00 today (or tomorrow if it's evening already)."

    Remember to tell Bob you're going to call them at a certain time. And then do it of course.


    Chapter 6: Mopping Up

    After everything is said and done, there are certain things that I recommend doing to impress your prospects/clients, and open the door to more referrals down the road. First things first, always thank them for their referrals. And then get the referrals to thank the person that referred them:

    "I'm really glad Bob introduced us John, would you might signing this (simple) thank you card from both of us?"

    Piece of cake. Bob is now impressed as shit. Call him right after the appointment and thank him over the phone. Then ask for more names.


    Chapter 7: How to Use Referrals to Set Appointments Effectively

    Ok, so you have the names, border-line stalkerish details about them, and have thanked your prospect for them. But how do you use them? Now, this is a referral-getting guide, not an appointment setting guide. But I will at least tell you the first line of your appointment setter (it's 90% of it anyways):

    "Hey John? (yeah!) This is Griggs, how are you doing? (fine you?) "I'm good, man, thanks for asking. Listen, I was sitting down with Bob earlier today, and your name came up. He had some good things to say about you." (oh yeah, Bob, good guy) "Anyways, you got a second to talk?" (sure) "Awesome! Again my name is..."

    That's your script for using these beasts.


    Afterword: Just F**kin Do it

    None of this will work if you don't pick up the phone, obviously. So get out there, quit banging your head against the cold calling wall and get something done. 'nuff said.

    If you found this useful, great! I want you to go out there, find each of the 500+ posts that are awesome, and thank/rep those guys instead. There's at least 500 threads on this forum better than mine. So save it for them.

    I know a some of you might want a bit more than what I've given you here. I'm all for helping people out, so just pm me. Maybe we can Skype up. I'm actively looking for people with talents that compliment my own, so if you've got something to bring to the table, don't hesitate to hit me up. Thanks for reading guys!


    P.S. For God's sake, don't rehash this into a f**king WSO
     
    • Thanks Thanks x 10
  2. IGKing

    IGKing Jr. VIP Jr. VIP Premium Member

    Joined:
    May 9, 2010
    Messages:
    738
    Likes Received:
    687
    Occupation:
    Instagram
    Location:
    Gramous.com
    Bravo Griggs.

    A lot of in depth knowledge about referrals. I think there is another post around here that's quite popular that also handles this topic very well.

    Thank's for adding the BlackHatWorld immense database. Thanks + Rep
     
  3. Griggs

    Griggs Junior Member

    Joined:
    Oct 20, 2010
    Messages:
    127
    Likes Received:
    47
    Thanks bro. I don't typically stare down the offline section while I'm here, but over the past few months I'd noticed there was no talk about referrals. I figured I'd throw that into the mix :p
     
    • Thanks Thanks x 1
  4. ArtVandelay

    ArtVandelay Power Member

    Joined:
    Jan 15, 2013
    Messages:
    568
    Likes Received:
    392
    This is a good, unique post. So thanks! By your request I'll refrain from thanking you or adding rep... But hey take this unofficial thanks anyways.
    Are you looking to turn IM into a full-time job, or just a supplement to insurance sales? Either way, I give you my earnest respect.
    Art
     
  5. Griggs

    Griggs Junior Member

    Joined:
    Oct 20, 2010
    Messages:
    127
    Likes Received:
    47
    More along the lines of a supplement. I enjoy offline sales way too much. I've been trying to get better at copywriting, but I've been struggling to get traffic. Really hard to split test 4 people if you know what I mean.
     
  6. VinBed

    VinBed Regular Member

    Joined:
    Apr 24, 2012
    Messages:
    230
    Likes Received:
    67
    Occupation:
    Bedford Slims Affiliate Network Director
    Home Page:
    Networking, asking for referrals or connections, and schmoozing my way into new business has always been my most effective method. Especially as a consultant.
     
  7. executed

    executed Power Member

    Joined:
    Feb 19, 2012
    Messages:
    701
    Likes Received:
    200
    Great post. Thanks for the referral tips
     
  8. Griggs

    Griggs Junior Member

    Joined:
    Oct 20, 2010
    Messages:
    127
    Likes Received:
    47
    That's the power of it. Works with anything and any type of business. Just gotta modify the words a bit.
     
  9. Yizrael

    Yizrael Newbie

    Joined:
    Mar 20, 2013
    Messages:
    49
    Likes Received:
    58
    Thanks for this Griggs. There's some great information here and I've always thought of referrals and word of mouth marketing as the best way to grow especially when you want to like the clients you eventually work with.
     
  10. warjam1945

    warjam1945 Junior Member

    Joined:
    Feb 8, 2012
    Messages:
    178
    Likes Received:
    18
    One question...when i mention to clients the best way i get business is by referrals they turn round and say "i thought ranking high on google is the best way to get new business?" Then i look away awkwardly and shed a tear for the old country
     
    • Thanks Thanks x 1