Everyone in sales loves referrals.
Let's face it...good referrals have a much higher closing ratio and a making contact with a solid referral is a heck of lot easier (and less stressful) than making a cold call.
However, a recent situation made me realize that not everyone knows how to actually make a referral. Here's what happened...
I received an email from someone I know through my newsletter and with whom I once met for coffee. He said that he had a good lead for me and asked if I was comfortable paying a finder's fee for a referral if it developed into business.
My reply was yes.
A few hours later I received this email...
"Hi Name,
The pleasure was mine this morning - too long in fact since we got together.
I listened to what you said re purview and some of your challenges - it sounds like an awesome opp ahead - and when you talked about the Kelley's name came to my mind.
He not only understands social media/ digital VERY well, but trains salespeople and salesforces for a living. From what you said, I think Kelley has some of the keys for which you are looking.
I will leave it to you guys to be in touch if/ as appropriate."
Don't get me wrong...
I definitely appreciated the referral and recommendation.
However, I have absolutely no idea what the other recipient of this email is looking for or why I was referred to him.
Although I know the company for whom he works, I don't know if he needs sales training for himself or a team of sales reps, individual coaching or something entirely different.
Making referrals is an excellent way to generate value for people in your network.
However, it is critical that you handle them properly. Don't make the mistake that this person made.
What about you?
Have you ever received a referral that was poorly executed. I'd enjoy hearing your comments.