• Mar 15, 2019

How are you getting your customers and clients? This is a question I ask just about everyone I meet in business. The typical answer to this question is something to the effect of “word of mouth and referrals.” Many networking groups center around the idea of referrals, referrals, referrals. The idea is simple. Meet enough people, get enough people to like you, have those people refer you, and then, voila, you become a success story. 


While in theory this sounds good, I want to challenge this “conventional wisdom.” In a series of articles, I am going to lay forth reasons as to why I believe we should rethink the way we salespeople view referrals. What I am going to say has helped me and I hope it will ultimately help you in sales and in your business.


Let me be clear from the onset. I love referrals. I can never get enough of them. They are wonderful and I am thankful anytime sometime refers me. Therefore, I am not saying that referrals are bad. However, relying on referrals is not a business plan. Receiving referrals is nice, but referral receiving isn’t a marketing or sales strategy.


If you are under the impression that relying on referrals is the (predominant) way to grow your business, then I hope to challenge your thinking and get you to see why you must approach referrals differently. Next week, I will begin to explain how and why we should rethink the way we view referrals. 


- Kevin Pendergrass

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