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Referrals 101 2023

Last week I received one of the highest compliments an insurance agent can get. My client, whom I have worked with off and on for several years, handed me a sheet of paper with about a dozen names on it. "These are friends of mine. Some are family. I told them what a good job you do and how you don't pressure me into anything. They are expecting you to call them."

This was a big surprise because I mention referrals from time to time but don't push for them as much as I probably should. There have been times over the years when I have been chastised by sales managers for not using the litany of Jedi mind tricks we are taught in sales school. Having a nice list of names presented to me on a silver platter is a different matter altogether though.



Sometimes I will explain to a client that they can take "ownership" in my business by giving me referrals. The reasoning is that if a client refers me to a friend or family member, I can spend more time working with that person instead of prospecting. One of the many dirty little secrets of sales is that we spend a lot of time just trying to get clients, especially at the beginning of our career. It can take time away from helping the clients we have, so it's in the client's interest when them give us someone to see.

A former coworker of mine used to say that the hardest part of selling was finding someone to talk to. It's true. It's a constant battle to find new clients when you sell something that people really don't want to think about. I've heard people say things like, "I'm saving up for a car" or "I'm saving up for a down payment on a house." Nobody says, "I'm saving my money for an insurance policy" or "I can't wait for to purchase a new car warranty."

One of the reasons a lot of salespeople don't like to ask for referrals is because many clients don't care to give them. This is because they have gotten burned in the process. A typical example goes like this. Bob, our sales rep, meets his new prospect, Mary, and asks her for a referral. She reluctantly gives Bob the name of a coworker, Jim. Bob calls Jim, who isn't interested and berates Mary. "Why did you give that guy my name? I thought we were friends!" Jim says to Mary. Mary is hurt and never gives another referral.

There are several problems here but the obvious one is that Bob hasn't proven himself to be a good person to help solve her problem(s). Mary just met the guy for goodness sake! How would she know if he is going to know what he is talking about or if his products are worthwhile?

This is why, on those occasions when I do get referrals, they come from clients I already work with, who have had time to see that I'm working for them. Those clients are "influencers" in a way because they hold sway with their friends and family members.

So when someone, like my client who gave me that list of names to call, takes the time to do something like that, I know I have earned it. It really is the best compliment someone can give me. That list will potentially make me some money, but what it really does is let me know that my client has taken ownership of my insurance practice. And she is trusting me to work with those people and with the same degree of professionalism I did with her. 

We appreciate all referrals and introductions. Whether someone refers me for insurance or to speak to their group, I'm always grateful. Stay busy, earn referrals and please stay healthy!

Chris Castanes is a professional speaker who helps sales people succeed through workshops and humorous presentations. He's also the author of "You're Going To Be Great At This!", a humorous look at sales. For booking information, click here. He's also the president of Surf Financial Brokers selling life and disability insurance in several states.

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