One of the best and most well-known ways of finding new managed services business is through introductions and referrals. Most MSPs rely on these way too much, so I hesitate to even bring them up. However, it is still a great strategy, and one that is rarely used to its potential effectiveness.
Most salespeople are limited in their effectiveness at getting referrals for three reasons:
- They don’t have a process for asking for them
- They don’t develop a network of strategic referral relationships to leverage
- They don’t have a formal referral program that clearly identifies rewards
Without doing these three things, you will still get referrals; you just won’t get nearly as many of them as you possibly could.
A process for asking for referrals
If you just expect people to think of giving you referrals on their own, you’ll get a very small percentage of your satisfied clients to actually do so. The reality is that even if they love your service, it’s just not top of mind for them to work to get you additional business.
You have to ask, and you have to have a process for doing so if you want to reach your full potential.
The strategy for this goes back to our section about asking smart questions earlier in this document. If you ask someone “do you know anyone else that could benefit from my services?” you will more often than not get a “Hmmmmm….nope.” in return.
It’s not that they don’t want to help you; it’s just an easy answer that gets them off the hook, whether they are consciously doing it or not. You have to have a better script to ask for referrals if you want to raise your chances at success. I would recommend something like this:
“Bob, as you can imagine, I get a lot of my business from referrals given to me by satisfied clients. Since you seem pretty happy with the work we’ve delivered to you, I was wondering if you would be willing to introduce me to other people you know that might be a good fit for my services?”
They will say yes or no here. If yes, proceed to the rest of the script. If no, you’ve just uncovered that you probably have a problem with this client that you need to dig into.
“Great, thank you. Bob, do you mind if I try a quick exercise to see if we can come up with any names of people you could put me in touch with? Great. Keep in mind, these don’t have to be people you think or know have an immediate need for our services – I’d just like to meet people that could potentially find value in our services – it always pays to have more contacts out in the marketplace.”
At this point, take them through an exercise to get their brains working on your behalf, and should provide you with names of qualified clients or strategic relationships:
- Do you know anyone starting a new business?
- Do you know anyone moving offices?
- Do you know anyone that recently downsized their business?
- Do you know anyone running a company that is experiencing rapid growth?
- Do you know a good small business attorney?
- Do you know a good small business CPA?
These questions are specific, so they get specific results. Just about everyone you talk to will be able to come up with a few names when asked this list.
When you get the names, it’s best if you can get your client/contact to make an introduction for you. Have them send an email copying both of you, or even make a call while you are sitting there. If they aren’t comfortable or don’t have the time, don’t press the issue. Just get the name and contact info and give them a call. Make sure you reference the referrer’s name!
“Hi Susie Lawyer, Bob asked me to give you a call…”
MRC
