success - Turbo Coach, achieve breakthroughs - Brian Tracy

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referred to you by an existing satisfied customer is a jewel to
be sought and treasured.
A major hurdle in the selling process is that of earning
the trust of a prospective customer. When you have been referred
by someone the prospect trusts, you inherit part of
that trust. As a result, you stand a much better chance of
getting in the door. You will also be much more likely to
move through the sales process quickly, as the rapport-building
stage will be far easier and the objections far fewer. And at
the end of your presentation, it will be far easier to close the
sale. In fact, it is often said that a good referral is fifteen times
easier to sell to than a cold call.
To gain a huge competitive advantage, to assure yourself
of a jump-start in growing your business, commit yourself to
devising a sound strategy for developing a ‘‘golden chain’’ of
referrals. Your goal should be to reach the point where you
never have to cold call again, where you sell by referral only.
Your most likely source of referrals is your existing client
base—specifically those customers who are delighted or
amazed with your product or service and therefore represent
the highest levels of customer satisfaction.
Keeping Customers
Just as a referral is fifteen times easier to sell to than is a cold
call, it is said that a satisfied customer is ten times easier to
sell to than is a new customer. At the other end of the spectrum,
a study by the White House Office of Consumer Affairs
discovered that 90 percent of dissatisfied customers will
not do business with that company again.