By Jeff Thull
Making a "simple" request for referrals is one of the most commonly recommended and frequently neglected strategies for building business. Though a referral conversation is one of the most important conversations a salesperson can have, most pay little attention to it and miss valuable opportunities.
Often, professionals find that their requests for referrals fail to yield good quality results, even from satisfied clients who are willing to give them a lead. Most do not consider the possibility of asking prospects for referrals, even prospects who turn out not to be good candidates for quality business.
Let's take a look at why so many requests for referrals produce so few useful results, and how it is possible to have profitable referral conversations with both clients and prospects.
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