Requesting referrals can be uncomfortable step for people

QUESTION: My company has recently had some trouble acquiring good leads. We have looked into the possibility of purchasing lists, but have decided against it. In the past we have always received some of our best business when people have found us by word of mouth. I decided that we should take advantage of this opportunity and try and gather some referrals from our customers. Do you have any effective ways that we can ask for these referrals without sounding pushy or aggressive?

ANSWER: Asking for referrals can be an uncomfortable step for many people. A key way to change this is to recognize that asking for referrals can be a benefit for your existing customers. They can be helping you, their contact, and their company all at the same time. Here are a few tips you can use while requesting referrals from your customers.

1. Remind the customer of their specific benefits. In a conversational way identify some of the results that you have produced for them.

2. Describe your customer profile. Describe the challenges faced and benefits received by your customers. This may remind your existing customer of opportunities they are missing. It also will help them start to think of other people.

3. Identify a benefit for giving a referral. Describe the value that will be created for this person, not the company, the prospect or yourself. Try to see things from their point of view.

4. Suggest they already know someone. Provide examples of people or job positions who could benefit from your offerings. If you have a specific person in mind, mention them by name. You want to make it easy for them.

5. Ask for an introduction. This will help make the process friendlier and open the door wider. Consider asking them to send an e-mail, make a phone call or introduce you personally at a networking event.

Michael Crom is executive vice president of Dale Carnegie Training. For advice on work issues, visit www.dalecarnegie.com or e-mail carnegiecoach@dalecarnegie.com.