| Do you know what the best way is, to follow up with | | | | with a "referral" is different -- ideally, your "referral" will |
| a lead or a referral?Before answering the question, | | | | call *you*!Within the last month, two different "referrals" |
| let's start with a distinction, because leads and referrals | | | | called me, wanting to work with me.The first person |
| are two different things.A "referral" is someone who | | | | was referred to me by a past client. By the time this |
| has found out about you and your business through a | | | | person called me, she was ready to work with me. |
| friend or associate (from someone they trust). The | | | | She already knew from my past client how I worked, |
| referrer typically knows you and/or has first-hand | | | | the kinds of results she could expect to get from |
| knowledge of your products or services, and | | | | working with me, what *she* needed to do to get the |
| enthusiastically tells others about you because they like | | | | most out of our work together, how much I charged, |
| (or love!) what you have to offer.For example, when | | | | etc. So literally, all I had to do was ask this person |
| you recommend your favorite restaurant to a friend, | | | | when she wanted to start!The second person was |
| you're giving the restaurant a "referral". Or when you | | | | referred to me by a business owner, with whom I've |
| urge your sister to contact your financial advisor for | | | | been talking about collaborating on certain types of |
| help and advice on the best way to manage her | | | | projects. Although we haven't yet established our |
| money, and you go on at length about how this | | | | business partnership, we have spent a lot of time |
| financial advisor has helped *you*, you're giving your | | | | understanding each other businesses and ideal client |
| financial advisor a "referral".A "lead" is a name and | | | | profiles. So when the second referral called me, he |
| contact information you get from any source; such as, | | | | was almost ready to work with me. By the end of our |
| business cards you collect at your trade show booth, | | | | conversation, once I had answered all his questions |
| or names people give of others who may be | | | | and addressed all his concerns, he too scheduled an |
| interested in what you have to offer. A "lead" knows | | | | appointment to start working with me.So... what do you |
| little about you (if anything), and certainly hasn't had | | | | think allowed these "referrals" to come to me? And |
| anyone rave to them about you.So, for example, if you | | | | how can YOU cultivate relationships with people so |
| give your financial advisor your sister's name and | | | | they send you good quality "referrals" (not "leads") like |
| contact information, and never tell your sister that you | | | | these?If you can't find the answer in these examples, |
| did so, or how good this financial advisor is, or that she | | | | or want more ideas or information on how to cultivate |
| should call the financial advisor even if he doesn't | | | | and encourage your referral sources, here's a book |
| contact her, you're essentially giving your financial | | | | that can help: "Business By Referral" by Ivan Misner |
| advisor a "lead".As a business owner, which one would | | | | and Robert Davis.My point is this: if you can |
| you prefer: a lead or a referral? And are you currently | | | | understand and experience for yourself *exactly* |
| mistaking one for the other?So back to the original | | | | what it takes to give good quality referrals to others, |
| question: given the difference between leads and | | | | you can use this first-hand knowledge and information |
| referrals, the way you follow up with each will | | | | to help and make it easy for others to give *you* |
| obviously be different.Following up with a "lead" is like | | | | good quality referrals.(c) Copyright 2006, Srirupa |
| making a cold call, since the "lead" doesn't really know | | | | DasguptaSri Dasgupta helps business professionals |
| you. For more information on cold calls and how to | | | | get better results from their business networking |
| approach "strangers", check out my favorite sales | | | | efforts. She is the author of the Effortless Networking, |
| book, "The Accidental Salesperson" by Chris Lytle. | | | | and writes regular articles offering business networking |
| Part 3 of this book covers this information.Following up | | | | tips and related resources. |