How Can I Make Referrals or Introductions Consistently and With Ease? Part 2

In my last blog, I introduced the concept of ‘anchoring’. Anchoring is based on the idea of helping a prospect form a link in their mind. This link is between the product or service being offered and a specific improvement to the results of their business.

Anchoring improves the chances of closing a sale. The prospect wants a result, and they’re willing to look at a product or service that can deliver. Anchoring a referral can help make it a ’5′ on a BNI referral slip.

Anchoring also has the great advantage of making selling seem less like selling! Because it starts with questions about a prospect’s business, there is no immediate leap into a sales pitch.

The anchoring technique requires four types of questions:

  • Today questions
  • Problem questions
  • Affect questions
  • Performance questions

With a bit of practice this becomes a natural process and helps to show that you care about the prospect, their needs and wants. The key point is that the right questions help create rapport – based on listening and creating empathy, which are key traits of top sales people.

When making a referral, anchoring can help you suggest a sales path for the person you’re referring because you’ve already worked out the link – and also the right questions to ask.

It also helps your colleague tailor their sales approach and should increase the chance of your referral leading to a sale. And, of course, if a referral is properly anchored and worth the investment, it’s easier to track through the referral process.

So, next time you have a prospect in front of you, try anchoring their referral. I’m sure you’ll find it makes referring business so much easier.

Questions to use when anchoring a sale

Today

  1. Tell me about some of the processes you are using. How do they work?
  2. Why do you have that number of sales people?
  3. What sort of things are you doing to improve sales or turnover?

Problem

  1. Tell me about the problems you’re having in the company / with sales / etc?
  2. What management problems are you having personally?
  3. What management problems are you having as a team?

Affect

  1. How are people handling these problems?
  2. What’s the atmosphere like in the company / team?
  3. How consistent are your sales?
  4. What’s your turnover of people?

Performance

  1. How’s the sales team’s performance, given these problems?
  2. With sales being down, how are things affected?
  3. Sales could be better. How are things affected?
  4. What sorts of things are helping your sales team perform better?

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