Your sales force is probably very interested in receiving referrals, but they also have much to gain from giving them. For one, acting as a referral source builds invaluable rapport. Help your sales pros identify the kind of referrals that would be valuable to new contacts by passing on these three techniques:

MAKE A FRIEND.

People accept referrals from people they like, so ask friendly questions first. How long have you been in business? Is this your first time here? Are you doing that yourself or do you have help? How did you come up with that idea? Avoid questions you haven’t earned the right to ask, or that could be embarrassing or misinterpreted. First impressions count.

THROW A SOFTBALL.

Michael Higgins, owner of Clear Choice Telephones, teaches his gate openers to ask clients who have just moved how they like their new office. “Often the response will be, ‘the office is great, but the phones still aren’t working.’ That’s a perfect opportunity to refer me,” says Michael. A softball is a question that sets you up to give a referral. It’s a simple two-step system, and a very profitable topic for a four-way business lunch between gate openers.

BEWARE OF TURNAROUNDS.

We often think we’re being conversational when we match story for story. “If you think that was good, listen to what happened to me!” Ouch. The focus just shifted, unprofitably, to you. Conversation partners only accept referrals from people they feel have their best interest in mind. Keep the focus on them, ask a follow through question, offer options.