News & Opinions
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Unleash the Power of a Great Referral Program
Scott Gruher / Sales Benchmark Index / September 3, 2013
The goal of prospecting – gain access to a high quality potential buyer
A lot has changed in sales over the past 50 years. One thing hasn’t. Referrals continue to be the highest quality leads. However, most sales organizations are awful at generating referrals. I will explain why.
3 Reasons Why You Aren’t Getting Enough Quality Referrals
- Accountability – your team can ask for them. The customer will tell you he’s done it, but you never know for sure.
- Not Effective – no process exists. When sales people have to invent their own method each time, they ignore it. Or they ask, but they don’t ask with a specific buyer in mind. This leads to poor quality referrals.
- Reach - Not casting a wide enough net. Sales people focus on easy referral methods that don’t produce enough referrals.
Due to these three factors, Sales Leaders look for other lead generation sources. They don’t view referrals as a source capable of producing enough leads. There is no question the quality is superior to any other source.