Mark Case
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Case 7.2 Montreal Satellites
After eight attempts, you now have Mr. Butler on the telephone. What would you say in order to get an appointment and set the stage for getting referrals?
Great care must be taken during the preapproach contact phase of the referral cycle. Whether the initial contact is face-to-face or via telephone, the effectiveness of your approach will be the deciding factor in determining whether you are given the opportunity to make a sales presentation. Many prospects will hang up the phone as soon as they suspect an attempt is being made to sell them something. If, in the first several seconds, you fail to overcome their initial feelings of discomfort and intrusion, your chances of developing a relationship are slim. Referrals are earned by demonstrating your integrity, trustfulness, and character to the customer who eventually provides you the referral. Ethical service builds relationships and is based upon the truth. During the presentation you have the greatest opportunity to influence your prospect. It is important to understand that your prospect will scrutinize everything you say and do, whether it will be through words, expressions, or body language. During this presentation you also must be conscious of presenting your desire to get referrals. The presentation phase of the referral cycle actually begins when you sit down with your prospects for the purpose of making a sales presentation.
You get the appointment and are now in Mr. Butlers office trying to get him to buy a satellite for his home and office. Sometime during the presentation you are going to ask for a referral. What would you say?
Try not to say things like “Its not really important to me that we do business” instead you should ask them questions that should make a conscious effort to mention the referring person.
Mr. Butler buys a satellite for his home but not his office. You install the satellite yourself and then spend 15 minutes showing Mr. and Mrs. Butler and their two teenagers how to use it. Before you leave, how would you ask for a referral?
So Mr. Butler why not put a satellite for your office as well? Do you co-workers want to try satellites as well please refer my name to them if they are interested. During the next 10 or 15 minutes there should be no discussion about the product or service being offered. This time is best used to build rapport and help break down any barriers between the prospects and their perception of you as a salesperson. To accelerate this process you should mention the referring person as often as possible. It is easy to tell when the barriers begin to come down. The walls of resistance have fallen when you begin to feel comfortable with your prospects. If you do not feel comfortable with your prospects, they certainly will not feel comfortable with you. Once you establish