When someone tells you that such and such a business needs your services that tip is NOT a referral, let alone a qualified one. A person who passes this type of information to you may think they are doing you a favor, but they are actually creating MORE work for you.
Why? Because if you make a connection at that business, you will feel compelled to explain it was your friend who said that his/her business needs your services. Let us play that out:
“Hi, my name is Jennifer Howard and I am a business coach. My friend and yours, Susan Smith, said that you really stink at running your business and could use a business coach. So here I am!”
OK – I would not really walk into a business and say that. However – I get that kind of “referral” all the time. Actually, what I am being passed is a tip. It is truly less work for me to build a networking relationship with someone and gain one qualified referral than 10 tips!
Therefore, what is a referral?
A referral is a solid recommendation of your product
or service to someone else.
The result of a referral is an opportunity to present
your product or service to the person whom you were referred
A qualified referral is one in which the person referring you
has “certified” that the person they are referring you to:
- 1. Has a need for your product or service
- 2. Is the decision maker
- 3. Has the money to pay for your merchandise or service
Would you rather have one qualified referral than 10 tips? Why?
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