Sales Conversation Framework : Part 4 - Why Again?

This week, we conclude with our final installment of a series that covers the Sales Conversation Framework. We had started the series with prospect engagement levels in "Why Change", "Why Us" and "Why Now". We continued the framework with after sales in "Why Trust". Now we will look at "Why Again" with a bit more depth to it.

WHY AGAIN?

The words "Why Again" do not in anyway represent irritation or disgust, as in people asking you, "Why again?". As some of you could have guessed it, it means getting deeper into an account or asking for referrals.

While the term referral is nothing new, it is often an ignored aspect of sales. Look around you and ask those who are in sales profession, "how often do you ask for a referral?". Rarely would one reply, "all the time". The only industry I come across who regularly asks for one is in Financial sector, like insurance.

Any why is that so? Most people are uncomfortable in asking for referral. They are have the perception that it makes them look weak. It makes the relationship vulnerable. They'd rather go after a brand new account with brand new contacts working on a brand new relationship.

However, focusing on net-new accounts is hard work. It is also the most costly.

While we do not imply that going after net-new logos must be ignored, but a successful sales professional's prospecting time would need to have balance. A balance between acquiring new customers and uncovering more revenue through existing accounts.

While there are many different school of thoughts on what is the balance of percentage between these two, we shall not dive into this topic as we strongly feel it is subjected to your existing sales performance and the gap you and your team would like to gun for.

So what better way to drive more revenue by leveraging on existing relationship from an existing customer? If we have build trust in our relationship with the customer, we should not be shy about asking for a referral as we have earned our rights.

Here are a few suggested ways to ask for referrals :

• - "XXX, do you know of anyone in your network that might have a similar problem such as this that we could help?"

• - "XXX, as you already know by now, we grow our business largely through referrals. You've seen how we helped your business grow by y%. What non-competitive companies do you know might benefit from my services?"

• - "XXX, who in your connection might be able to use our consulting services to grow their business?"

Just like asking for the sale, never to leave to chance when it comes to getting a customer to refer business to you. When done correctly, it could mean a difference between meeting and exceeding a sales quota.

"Just like asking for the sale, never to leave to chance when it comes to getting a customer to refer business to you. When done correctly, it could mean the difference between meeting and exceeding a sales quota.

- Cherry B

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We hope you enjoyed our four installments surrounding the Sales Conversation Framework. We certainly hope you could give it a try to bring greater engagement value between you and your prospects. We have seen it work.

Share with us about your thoughts. We certain welcome second opinions.

Cherry-O!

#Consideration