One of the primary reasons clients are hesitant to give referrals is that they are afraid of being embarrassed should you not performing as you should. When your client gives you a referral, understand that he has a vested interest in what happens between you and the referred prospect. He is interested in how the prospect perceives you because it reflects on him. 

When a client gives you a referral, you learn number of things, among them:

1.     That he will give referrals. This is an important thing to know about you client.

2.     How well the client understands what you do. The quality of the referral will let you know how well your client understands who is a good referral for you. The better the referral, the more the client understands. The poorer the referral, the more work you must do to educate your client about future referrals (and about future sales to him, for that matter).

3.     How much he trusts you. Generally, the stronger the relationship between the client and the referred prospect, the more the client trusts you.

4.     That he has more referrals to give. Seldom will a client give you all the referrals he can at one time. If a client gives you a referral, you can almost bet he has more to give—as long as you keep earning them.

How do you get those additional referrals? Additional referrals are earned just as the original referrals were: by making sure the referred prospect has an exceptional experience, keeping your client fully informed of everything that is occurring and continuing to deliver superior service to your client.

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Paul McCord is a best-selling author, speaker and leading authority on lead generation. He has more than 20 years’ experience coaching and mentoring salespeople. For more information, go to mccordandassociates.com.