The primary reason people do business with you is they feel a high level of trust.
They trust you as a person, they trust your company, your
product/service, and your price/value package.
This is why referred leads will consistently convert to clients
80%-to-100% of the time, while yellow page, or non-referred leads convert, at
best, 20% of the time. There’s a
significant transferal of trust because of the mutual association with the
referring person. The idea here is to
cause cold-calls to become warmer.
Creating
a culture of referrals in your company.
The
underlying purpose would clearly be to accelerate the trust level your
prospective clients/customers feel toward you and your company. Here’s an idea you might use to achieve
that. Unfortunately, few companies ask
new prospects "how did you hear about us?" In doing so, it would help to track the
return on investment of their marketing/advertising budget. Even though most companies haven’t embraced
this concept, I’d suggest you adjust your approach a degree or two further, and
focus on gathering a variety of information that will enable you to connect the
prospect to an existing, satisfied client.
Consider creating a script/process to gather additional information,
such as:
·
where
do they work, and have you done any work with other people at that firm
·
what
do they do, and what other lawyers/teachers/insurance people, etc. have you
worked with
·
where
do they live and who else in that neighborhood, city, region, geography, or
country have you done business with
Always
be thinking about creating networks of inclusion. Find a way to connect yourself to your
prospect through a mutual association.
You’ll find trust levels soaring and sales closing faster and at a
greater rate.
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