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Write your own referral letters

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I tend to be a two- or three-interview salesperson. I use a company fact finder to develop a case and keep records. When completing a closing interview, whether a sale was made or postponed, I hand the client/prospect an assortment of stationery in various colors and print styles. I ask him or her to make a selection. This gift of personalized stationery shows my appreciation for the person’s time and effort.

A week later, I make an appointment to deliver the stationery. Upon presenting the gift, I say, “I took the liberty of using the first five sheets.” The sheets have been used to introduce me to the people named in the fact finder, e.g., relatives, doctors, accountants, etc.

I always get a big “thank you” for the gift, and seldom does anyone refuse to sign the pre-addressed letters of introduction. I mail the letters with a cover note telling these prospects of my intention to get in touch with them in the near future.

I do not complete a fact finder on every prospect, but when I do, I follow up with pre-addressed stationery. The number of referrals I generate with this system is impressive. For example, doing just five fact finders a week generates 25 personal introductions!

Editor’s note: The preceding Million Dollar Sales Idea was originally published in the February 1990 issue of Life Insurance Selling.

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Developing Referral Systems That Work