Using Meetings For Referrals?

By Daryl Logullo | October 10, 2007 | Popularity: 8% | 248 views

Having conversations about referrals is intimidating to most people. But doing so, face-to-face in a meeting?

Wow. That's even more frightening to them.

My friend Miriam Lawrence, blogger for Automatic-Referrals.com, mentioned in a recent post "…referrals are about helping clients and the people they know." Miriam and I have talked about this issue on occasion, and I couldn't agree with her more.

But fear, or downright anxiety about actually discussing the subject of referrals with a client? Now indeed, that is one twisted little psychological bedfellow.

I know, because I experienced it myself 11 years in sales. And today, from over 365 hours of Focus Group work we have done on referral best-practices, I'll tell you this: a person's biggest fear is looking someone squarely in the eyes, one-on-one, and asking them to introduce you to others.

So how can you overcome this?

A routine task everyone engages in with clients that can produce excellent referral-generating traction is this: Meetings. While most professionals are experts at holding "meetings" with clients (some spend 1, 2, even 3 hrs in meetings!), many are utter disappointments at holding a meeting… with an agenda.

Let alone an agenda that allots time for the discussion of introductiosn to others. (Shiver, shreek Yell)

I want you to start blocking 15 minutes during every client meeting to chat on the subject of referrals. You should communicate this ahead of time with a lline-item on a written meeting agenda that you mail to the client.

Did you get that? A written agenda. Mailed.

Why this approach?

First, it will respect the client's time and get you both out of the meeting on time (no more 2 hr meetings). Second, it will help you 'icebreak' the topic of introductions.

As I said, most professionals are uncomfortable bringing up the subject for the fear of damaging the relationship. That's a pretty ridiculous notion. After all, what's a person going to do? Get up angrily and storm out of the room?

Doubtful.

The key to using an agenda–and including a line-item about referrals (thereby overcoming your fears)– is learning how to segue into this topic by discussing your visions of growth.

Your clients and prospects want to know your growth plans. They want to be excited about it. They want to be included. So stop hiding your desire to grow and share with the people you care about: Your clients. Wink

Action Step: For every meeting you hold, mail a written agenda ahead of time to your clients or prospects. On the agenda, place an item to discuss the subject of introductions. Begin the discussion genuinely by sharing your desire to grow your business and serve others. Be specific in your growth plans and visions. Open up and share.

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