No More Cold Calling

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InsideView

Business

No More Cold Calling
Put Referral Selling
Into Action!

Joanne S. Black
joanne@nomorecoldcalling.com

Welcome. I’m Joanne Black.
• America’s leading
authority on referral
selling
• Author of No More Cold
Calling™
• Over 35 years in sales
and sales management

© Copyright Joanne Black : All rights reserved : www.NoMoreColdCalling.com : 415-461-8763 2

Joanne’s Point of View
Don’t be a follower
• The sales landscape has changed
• Find your own direction
• Step out and step up

© Copyright Joanne Black : All rights reserved : www.NoMoreColdCalling.com : 415-461-8763 3

Referrals Apply to All Sales
• Enterprise
• Professional services
• Small- and medium-size businesses
• Business-to-business
• Business-to-consumer
• Job seekers

© Copyright Joanne Black : All rights reserved : www.NoMoreColdCalling.com : 415-461-8763 4

We’ll Discuss:
1. The unlikely definition of a referral
2. Why referrals are gold
3. The 5 steps to build your referral
business
4. The 3 referral traps to avoid

© Copyright Joanne Black : All rights reserved : www.NoMoreColdCalling.com : 415-461-8763 5

Double Your Sales Revenue
Your goal is to expand your referral network.

© Copyright Joanne Black : All rights reserved : www.NoMoreColdCalling.com : 415-461-8763 6

Your Biggest Sales Challenge
Most sales professionals say their biggest
business development challenges are:
• Getting the meeting at the level that
counts
• Converting prospects to customers

© Copyright Joanne Black : All rights reserved : www.NoMoreColdCalling.com : 415-461-8763 7

Joanne’s Point of View
• There’s no such thing as a warm call
• A call is either cold or…

© Copyright Joanne Black : All rights reserved : www.NoMoreColdCalling.com : 415-461-8763 8

Joanne’s Point of View
HOT!

© Copyright Joanne Black : All rights reserved : www.NoMoreColdCalling.com : 415-461-8763 9

Referrals Are HOT Calls
Referred prospects know us and expect our
call.

© Copyright Joanne Black : All rights reserved : www.NoMoreColdCalling.com : 415-461-8763 10

Referred Prospects
You receive an introduction!

© Copyright Joanne Black : All rights reserved : www.NoMoreColdCalling.com : 415-461-8763 11

Why Referrals Are Key
When you receive a qualified referral
introduction, think about what happens…

© Copyright Joanne Black : All rights reserved : www.NoMoreColdCalling.com : 415-461-8763 12

Why Referrals Work
• You arrive pre-sold
• You’ve earned credibility and trust
• Your sales time shortens
• The competition goes away (mostly)
• Your time with clients increases
• There are no “hard” costs

© Copyright Joanne Black : All rights reserved : www.NoMoreColdCalling.com : 415-461-8763 13

Why Referrals Are Key
What percent of the time do you get a
new client when you receive a referral?
30%
50%
70%
90%
100%

© Copyright Joanne Black : All rights reserved : www.NoMoreColdCalling.com : 415-461-8763 14

Why Referrals Are Key
Most salespeople say more than 50%,
and many say 70% plus
30%
50%
70%
90%
100%

© Copyright Joanne Black : All rights reserved : www.NoMoreColdCalling.com : 415-461-8763 15

You Need a Targeted Strategy
• Written referral sales plan
• Weekly written referral goals
• Methods to track and measure referrals
• Accountability for results

© Copyright Joanne Black : All rights reserved : www.NoMoreColdCalling.com : 415-461-8763 16

Do You Have a Targeted Strategy?

© Copyright Joanne Black : All rights reserved : www.NoMoreColdCalling.com : 415-461-8763 17

What Is Your Answer?

© Copyright Joanne Black : All rights reserved : www.NoMoreColdCalling.com : 415-461-8763 18

Targeted Referral Strategy
It’s

But it’s not

© Copyright 2011. All rights reserved. Joanne Black : www.NoMoreColdCalling.com : 415-461-8763 19

Referrals Get You The Meeting
Why Executives Meet with Salespeople
• Research from The TAS Group
– Referral from inside their company
– Referral from a trusted source outside
their company

© Copyright Joanne Black : All rights reserved : www.NoMoreColdCalling.com : 415-461-8763 20

What It Takes
• Make referrals a priority
• Integrate into your sales process
• Establish metrics
• Build skills
• Increase comfort

© Copyright Joanne Black : All rights reserved : www.NoMoreColdCalling.com : 415-461-8763 21

Priority
The way we work—whether in a team or
one-on one

© Copyright Joanne Black : All rights reserved : www.NoMoreColdCalling.com : 415-461-8763 22

Ask During the Sales Process

Penetrate Plan/Conduct
Account Meetings

Typical
Implement Sales Propose
Process

Close Present

© Copyright Joanne Black : All rights reserved : www.NoMoreColdCalling.com : 415-461-8763 23

Sales Process
Referrals are a daily activity

© Copyright Joanne Black : All rights reserved : www.NoMoreColdCalling.com : 415-461-8763 24

Metrics
How will you measure yourself and your
team and hold them accountable?

© Copyright Joanne Black : All rights reserved : www.NoMoreColdCalling.com : 415-461-8763 25

Basic Metrics
• Number of people asked
• Number of referrals received
• Number of referral meetings
• Increase in revenue and profits
• Number of new client projects
• Number of new clients

© Copyright Joanne Black : All rights reserved : www.NoMoreColdCalling.com : 415-461-8763 26

Skill
No More Cold Calling training

© Copyright Joanne Black : All rights reserved : www.NoMoreColdCalling.com : 415-461-8763 27

Comfort
When will you feel comfortable asking for
referrals?

© Copyright Joanne Black : All rights reserved : www.NoMoreColdCalling.com : 415-461-8763 28

Big Referral Traps to Avoid
1. Assuming your clients will refer you
2. Forgetting to ask
3. Thinking they don’t know anyone

© Copyright Joanne Black : All rights reserved : www.NoMoreColdCalling.com : 415-461-8763 29

A New Way of Working
• What is your cost of not making the
transition to referral selling?
• What are you losing or giving up as a
result of this transition?
• What is the cost of doing nothing?

© Copyright Joanne Black : All rights reserved : www.NoMoreColdCalling.com : 415-461-8763 30

Your Fast Track To Referrals
Register for your monthly Back in
the Black Newsletter and receive
your Referral I.Q. Quiz—your
referral-selling checklist!
http://www.nomorecoldcalling.com/

© Copyright Joanne Black : All rights reserved : www.NoMoreColdCalling.com : 415-461-8763 31

Go to www.NoMoreColdCalling.com

© Copyright Joanne Black : All rights reserved : www.NoMoreColdCalling.com : 415-461-8763 32

Referrals Are Gold!

© Copyright Joanne Black : All rights reserved : www.NoMoreColdCalling.com : 415-461-8763 33
33

Resources
• www.NoMoreColdCalling.com
• joanne@nomorecoldcalling.com
• 415-461-8763
• @ReferralSales

© Copyright Joanne Black : All rights reserved : www.NoMoreColdCalling.com : 415-461-8763 34

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No More Cold Calling

1. No More Cold Calling Put Referral Selling Into Action! Joanne S. Black joanne@nomorecoldcalling.com

2. Welcome. I’m Joanne Black. • America’s leading authority on referral selling • Author of No More Cold Calling™ • Over 35 years in sales and sales management © Copyright Joanne Black : All rights reserved : www.NoMoreColdCalling.com : 415-461-8763 2

3. Joanne’s Point of View Don’t be a follower • The sales landscape has changed • Find your own direction • Step out and step up © Copyright Joanne Black : All rights reserved : www.NoMoreColdCalling.com : 415-461-8763 3

4. Referrals Apply to All Sales • Enterprise • Professional services • Small- and medium-size businesses • Business-to-business • Business-to-consumer • Job seekers © Copyright Joanne Black : All rights reserved : www.NoMoreColdCalling.com : 415-461-8763 4

5. We’ll Discuss: 1. The unlikely definition of a referral 2. Why referrals are gold 3. The 5 steps to build your referral business 4. The 3 referral traps to avoid © Copyright Joanne Black : All rights reserved : www.NoMoreColdCalling.com : 415-461-8763 5

7. Your Biggest Sales Challenge Most sales professionals say their biggest business development challenges are: • Getting the meeting at the level that counts • Converting prospects to customers © Copyright Joanne Black : All rights reserved : www.NoMoreColdCalling.com : 415-461-8763 7

13. Why Referrals Work • You arrive pre-sold • You’ve earned credibility and trust • Your sales time shortens • The competition goes away (mostly) • Your time with clients increases • There are no “hard” costs © Copyright Joanne Black : All rights reserved : www.NoMoreColdCalling.com : 415-461-8763 13

14. Why Referrals Are Key What percent of the time do you get a new client when you receive a referral? 30% 50% 70% 90% 100% © Copyright Joanne Black : All rights reserved : www.NoMoreColdCalling.com : 415-461-8763 14

16. You Need a Targeted Strategy • Written referral sales plan • Weekly written referral goals • Methods to track and measure referrals • Accountability for results © Copyright Joanne Black : All rights reserved : www.NoMoreColdCalling.com : 415-461-8763 16

20. Referrals Get You The Meeting Why Executives Meet with Salespeople • Research from The TAS Group – Referral from inside their company – Referral from a trusted source outside their company © Copyright Joanne Black : All rights reserved : www.NoMoreColdCalling.com : 415-461-8763 20

21. What It Takes • Make referrals a priority • Integrate into your sales process • Establish metrics • Build skills • Increase comfort © Copyright Joanne Black : All rights reserved : www.NoMoreColdCalling.com : 415-461-8763 21

23. Ask During the Sales Process Penetrate Plan/Conduct Account Meetings Typical Implement Sales Propose Process Close Present © Copyright Joanne Black : All rights reserved : www.NoMoreColdCalling.com : 415-461-8763 23

26. Basic Metrics • Number of people asked • Number of referrals received • Number of referral meetings • Increase in revenue and profits • Number of new client projects • Number of new clients © Copyright Joanne Black : All rights reserved : www.NoMoreColdCalling.com : 415-461-8763 26

29. Big Referral Traps to Avoid 1. Assuming your clients will refer you 2. Forgetting to ask 3. Thinking they don’t know anyone © Copyright Joanne Black : All rights reserved : www.NoMoreColdCalling.com : 415-461-8763 29

30. A New Way of Working • What is your cost of not making the transition to referral selling? • What are you losing or giving up as a result of this transition? • What is the cost of doing nothing? © Copyright Joanne Black : All rights reserved : www.NoMoreColdCalling.com : 415-461-8763 30

31. Your Fast Track To Referrals Register for your monthly Back in the Black Newsletter and receive your Referral I.Q. Quiz—your referral-selling checklist! http://www.nomorecoldcalling.com/ © Copyright Joanne Black : All rights reserved : www.NoMoreColdCalling.com : 415-461-8763 31

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