no more cold calling
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No More Cold CallingPut Referral SellingInto Action!
Joanne S. [email protected]
© Copyright Joanne Black : All rights reserved : www.NoMoreColdCalling.com : 415-461-8763
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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
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
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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
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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
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Double Your Sales Revenue
Your goal is to expand your referral network.
© Copyright Joanne Black : All rights reserved : www.NoMoreColdCalling.com : 415-461-8763
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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
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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
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Joanne’s Point of View
HOT!
© Copyright Joanne Black : All rights reserved : www.NoMoreColdCalling.com : 415-461-8763
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Referrals Are HOT Calls
Referred prospects know us and expect our call.
© Copyright Joanne Black : All rights reserved : www.NoMoreColdCalling.com : 415-461-8763
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Referred Prospects
You receive an introduction!
© Copyright Joanne Black : All rights reserved : www.NoMoreColdCalling.com : 415-461-8763
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© Copyright Joanne Black : All rights reserved : www.NoMoreColdCalling.com : 415-461-8763
Why Referrals Are Key
When you receive a qualified referral introduction, think about what happens…
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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
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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
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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
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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
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Do You Have a Targeted Strategy?
© Copyright Joanne Black : All rights reserved : www.NoMoreColdCalling.com : 415-461-8763
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What Is Your Answer?
© Copyright Joanne Black : All rights reserved : www.NoMoreColdCalling.com : 415-461-8763
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Targeted Referral Strategy
It’s
COMMON SENSE
But it’s not
COMMON PRACTICE
© Copyright 2011. All rights reserved. Joanne Black : www.NoMoreColdCalling.com : 415-461-8763
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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
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© Copyright Joanne Black : All rights reserved : www.NoMoreColdCalling.com : 415-461-8763
What It Takes
• Make referrals a priority• Integrate into your sales process
• Establish metrics• Build skills• Increase comfort
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© Copyright Joanne Black : All rights reserved : www.NoMoreColdCalling.com : 415-461-8763
Priority
The way we work—whether in a team or one-on one
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Ask During the Sales Process
© Copyright Joanne Black : All rights reserved : www.NoMoreColdCalling.com : 415-461-8763
Plan/Conduct Meetings
Propose
PresentClose
Implement
Typical Sales
Process
Penetrate Account
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© Copyright Joanne Black : All rights reserved : www.NoMoreColdCalling.com : 415-461-8763
Sales Process
Referrals are a daily activity
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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
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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
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Skill
No More Cold Calling training
© Copyright Joanne Black : All rights reserved : www.NoMoreColdCalling.com : 415-461-8763
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© Copyright Joanne Black : All rights reserved : www.NoMoreColdCalling.com : 415-461-8763
Comfort
When will you feel comfortable asking for referrals?
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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
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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
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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
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Go to www.NoMoreColdCalling.com
© Copyright Joanne Black : All rights reserved : www.NoMoreColdCalling.com : 415-461-8763
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Referrals Are Gold!
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60%
100% 90% 80% 70%
50%
© Copyright Joanne Black : All rights reserved : www.NoMoreColdCalling.com : 415-461-8763
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© Copyright Joanne Black : All rights reserved : www.NoMoreColdCalling.com : 415-461-8763
Resources
• www.NoMoreColdCalling.com• [email protected]• 415-461-8763• @ReferralSales
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