Finding The Common Ground To Get Referrals

One of the greatest challenges for many businesses is they dont know the right way to ask for referrals

. In my early years in business as a financial advisor, I had the same challenge. I would ask my clients, Who do you know? This was met with many blank looks. It was such a broad question that no one knew how to answer it. They had a difficult time coming up with names.

The few times I was able to get referrals, the person who referred me to their friends did so because they had something in common those people. So, instead of Who do you know, I began to ask these kinds of questions: Where did you grow up? What kinds of organizations do you belong to? What are your favorite things to do for fun? I found that if I asked questions in four categories, it always led to common ground. Those categories are hobbies, interests, lifestyle and values (family and community).

Get Out Your Dancing Shoes

Harold and Clara Jane Johnson were a couple in their seventies and some of my favorite clients. When I asked, What are your favorite things to do for fun? They said, We LOVE square dancing! They told me how much fun they have when they go dancing and how they love the people in the group. I asked how many members there were in the square dancing club. He said, 311. Would you like to come to one of our square dance nights? Most of our members will be there. Knowing I would likely feel foolish at a square dance, I said, Absolutely!

Getting a Personal Introduction

At a break in the music at the dance, Harold took the microphone and from stage said, I want to take just a minute and introduce you all to my amazing financial advisor. Hes the reason why were retired and we never have to worry about money. If you get a chance, you ought to sit down and see what he has to say. I couldnt have asked for a better endorsement!

During our next meeting, I asked Harold and Clara Jane what people I should work with from their square dance club. Harold took out the directory and marked 156 names that he would be happy to refer to me in person, either through a phone call or meeting. And that is when it really clicked. People will refer you to people that they have something in common with that many times has absolutely nothing to do with business.

by: Earl Kemper

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