As most of you know by now, I’m not a big fan of “cold calls”. With time at a premium, for both buyers and sellers, it is unrealistic, not to mention unprofessional, to expect prospects to drop what they are doing every time a fly-by-night sales person drops into their offices un-announced. As my friend Dan Gittings of Cherry Creek Radio puts it, “Decision-makers are caught between a clock and a hard place”.
            Previous ENS on Sales tips have explored several ways to make key decision makers more receptive to making an appointment with you, but one of the most over-looked tools for gaining acceptance, credibility and appointments is the use of referrals.
            Other professions such as life insurance, lawyers, or financial planners, uncover up to 70% of their new business leads from this tried and proven method, yet broadcast sales people seldom ask for referrals.
            The next time a client acknowledges how pleased she is with your services, don’t hesitate to ask, “Do you know any other people who could benefit from advertising with us?” In one such encounter, you might run down a category list to jog your client’s memory of contacts they have who would benefit from advertising with you.
            You can also review a list of the client’s suppliers, (accountants, landscapers, security services, shippers, sign painters etc.) and get permission to use your clients name when you call these companies.
            When you call a supplier suggesting their customer said you should meet, the door will generally open. Not only that, when you can offer a testimonial from that client, your credibility for that first call will be pre-established.
            So when you are planning your week, make a point of asking one client per day for a referral. The Law of Psychological Reciprocity states “when you exert extraordinary effort for someone, they have a deep-rooted subconscious need to return that effort to you”. Assuming you’ve done a superior job for your client, psychological reciprocity will kick in, and your client will be more than happy to help you with your quest for new business.
P.S. One of the best times to ask for a referral is while completing one of the Post Campaign Analysis forms I introduced you to in last week’s ENS on Sales.  You can also get the Post Campaign Analysis for our website at www.wensmedia.com.