Develop a Referral-Based Mindset -- Part 4 of 5
By Paul McCord
Change Your Materials
[Converting your sales business to a referral-based model requires you to rethink and rework your mindset. You must become thoroughly immersed in the referral-selling model.]
After determining that you want to become a referral-based salesperson, you must change all of your marketing material to reflect your new sales methodology. Change everything. Your business cards, stationary, e-mail signature, marketing fliers, website, everything must reflect your referral-based business. This becomes the point where many salespeople begin to reconsider their choice. They worry that by advertising to the world that they work from referrals, non-referred prospects will pass them by. Again, the psychology of the sale is that the more exclusive you are the more people want to work with you.
When constructing your marketing materials, make sure your statements are bold and straightforward. Referral taglines such as, "I (heart) referrals," or "I Love Referrals," simply communicate that you like to get the occasional referral. That isn't the message you want to communicate. Something bolder such as, "Appointments by Referral Only," or "Referral-Based, Client-Centered," work well.
Not only does your referral statement communicate to your prospects and clients that you are a referral-based salesperson, it also communicates to YOU that you are referral-based. It is a constant reminder to you that your mindset must be that of a referral-based salesperson.
From: "Developing a Referral Based Mindset" article
© 2006 Paul McCord
CJW-031-014551
[Converting your sales business to a referral-based model requires you to rethink and rework your mindset. You must become thoroughly immersed in the referral-selling model.]
After determining that you want to become a referral-based salesperson, you must change all of your marketing material to reflect your new sales methodology. Change everything. Your business cards, stationary, e-mail signature, marketing fliers, website, everything must reflect your referral-based business. This becomes the point where many salespeople begin to reconsider their choice. They worry that by advertising to the world that they work from referrals, non-referred prospects will pass them by. Again, the psychology of the sale is that the more exclusive you are the more people want to work with you.
When constructing your marketing materials, make sure your statements are bold and straightforward. Referral taglines such as, "I (heart) referrals," or "I Love Referrals," simply communicate that you like to get the occasional referral. That isn't the message you want to communicate. Something bolder such as, "Appointments by Referral Only," or "Referral-Based, Client-Centered," work well.
Not only does your referral statement communicate to your prospects and clients that you are a referral-based salesperson, it also communicates to YOU that you are referral-based. It is a constant reminder to you that your mindset must be that of a referral-based salesperson.
From: "Developing a Referral Based Mindset" article
© 2006 Paul McCord
CJW-031-014551
Visit Paul McCord's Website: http://www.powerreferralselling.com
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