This step gives the client a very specific context to deal with. And, then an easy way to start thinking on your behalf.

How

Once the client makes a suggestion, praise the response, "Excellent. Thank you. What else?"

Who

Then, shift the focus from How to Who, "Who do you suggest I talk with first?"

What Does a Referral Look Like?

We see three levels of referrals. Let's look at each one:

A name. This is when the client simply writes down a name and phone number of someone he knows. This type of referral is practically worthless. It says that the client doesn't want to get involved.
A name and a note. This is when the client gives you a name and agrees to sign a pre-written endorsement for you. This type of referral feels like manipulation. It might buy you five seconds of conversation with the referral.
Credibility Introduction. This is when the client sets up a conference call to introduce you to his friend. This is exactly what you want. Example. Pam and I were recently introduced to a large publisher by Daniel, one of our clients, in a most credible and impactful way. He said, "I want you to meet Michael and Pam. They have helped me tremendously and been instrumental in my credibility. Treat them like family – they're my A-team." Then, Daniel hung up, leaving us to have a private conversation with the publisher.

How can you get someone to give an introduction like that? First build great value for him. Second, introduce him like that to someone else. The easiest way to get referrals is by giving referrals and in the process you teach your client how to give referrals to you.

Instant Insights /

HOW to ask for Referrals, the 6-Step Referral Process

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