February '13

For the Business of Apparel Decorating

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Selling Smart by Jeffrey Gitomer |||| For Better Referrals… Act, Don't Ask I 'm angry about the (mis)information offered by "experts" about referrals. I'm not angry that the majority Jeffrey Gitomer is the author of The Sales Bible, Customer Satisfaction of their information is totally off base and bogus. I'm is Worthless Customer Loyalty is Priceless, The Little Red Book of Selling, angry that you might believe it, take it to heart, try it, fail The Little Red Book of Sales Answers, The Little Black Book of Connecmiserably, and lose both relationships and customers. tions, The Little Gold Book of YES! Attitude, The Little Green Book of GetMy anger centers around the word ask. Some sales auting Your Way, The Little Platinum Book of Cha-Ching, The Little Teal Book thority said you must ask in order to receive your fair of Trust, The Little Book of Leadership, and Social BOOM! His website, share. The same person went on to state the rule of ", will lead you to more information about training and 60-20." He claims that 20 percent of your customers will seminars, or email him personally at always give you a referral, 60 percent will give you a referral only if you ask them, and 20 percent will never give This is just as ridiculous. you one. If you're determined to ask, you better Where on earth did that rule come from? Pareto (the creator of the 1906 80/20 Principle know when to ask. Too early and you're that was later redefined by Joseph Moses Juran in 1941) is turning over in his grave at dead. At least let the relationship blospeople who make up statistics with zero basis in fact. som. At least let your product or service Your boss will tell you, "As soon as you make a sale, ask for a referral." begin to evolve into a favorable outcome. REALITY: There is no worse time to ask. General rules of asking for a referral: If Or your boss will remind you, "Don't forget to ask for referrals." it feels awkward, don't ask. If you don't have a solid relationship, don't ask. If you ask for a referral and don't get one, don't ask again. My rule of ask: Don't ask. Earn. There are 5.5 major consequences of asking for a referral: 1.You create unnecessary tension in your relationship. 2.You may not have done anything to earn one yet. 3.You put your customer in an awkward position. 4.If you don't get one, consider it a report card, not a lack of response. 5.If you follow up with an email or a phone call "reminding" your customer you haven't received the referral you asked for, it could destroy the relationship. 5.5. If you call and ask, and they don't give you one, and you call and ask again, it's likely they'll never take your call again. Insight: Way before referrals occur, you better understand what makes referrals happen. Your actions make referrals possible (or not). 14 | Printwear PW_FEB13.indd 14 February 2013 1/18/13 9:58 AM

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