In this issue:

Do you want to know how to ask for a referral?

The book choice this month

Panicking about presenting

    ISSUE 7 • March 2007

Referrals are a great source of new business. In fact, other than getting more work from existing clients, they are the best source of new business.

 Referrals are such an effective business development strategy because they make it easier to build the trust that is so critical in selling services. You are using one of the most powerful forms of influence when you are referred. The prospective client transfers their good feelings about the person who recommended you onto you. This makes the influencing process easier for you.
  When you learn to ask for referrals in the right way, you'll be rewarded with both an increase in new business and better existing client relationships.

Many consultants don't actively seek referrals, this leaves a vast, untapped opportunity goldmine. Most assume that if a satisfied client hears of someone who needs their services, the client will mention them. This rarely happens.

Even for those who do ask for referrals, the typical request goes something like this: "If you hear of anyone who needs my services, I hope you'll keep me in mind."

There are at least two problems with this weak question:

1. The person being "asked" is probably a busy professional with lots on their plate. Keeping you in mind for a referral is unlikely to be high on their "to do" list.

2. The person being "asked" probably doesn't have a clear idea of what a great referral would look like even if they were inclined to help.

Instead of using a vague question be specific. Give them a clear picture of the person you would like referred to you and exactly what you are asking the referral source to do on your behalf.

An effective referral question has two elements:

1. A clear statement describing who you are looking for as a client. Make sure that potential referral sources know who you would like to have referred to you.

The more specific, the better: "The head of IT in a Financial services company” or “ The HR director in a FTSE 100 company” is much clearer than asking to be referred to "someone who needs computer services expertise."

 It is worth spending time to develop this clear  "picture" of who would be a great referral for you. Go for a description that does not have to go into arcane details about what exactly you do in order for a listener to know if he or she knows someone who would be a good referral for you.

 2. A clear statement of the help you are asking for. Again, the clearer you are about what you're looking for, the more likely it is that you'll get what you want.

Do you want to be introduced to a specific person? Would you like the referral source to set up a lunch with the three of you? Do you want her OK to use her name when you call the prospect? Do you want to know who else she knows within a particular professional organisation who might need your services?

 For example one of my friends asked members of her Roundtable group to forward an invitation for a seminar her firm was sponsoring on to their managing directors. Virtually everyone agreed to do it. 

One great way to construct your referral question is to say something like:

"If you were in my shoes and were interested in growing your business amongst services companies in the Thames Valley, how would you go about doing it?" 

This is effective because it's easy for you to deliver and it's comfortable for the person being asked. If they're not interested in helping, you can gracefully change the subject when they answer, "I have no idea." If they are interested in helping, however, not only will they give you great ideas, but they will also often help by giving you specific names or will make a call on your behalf.

Referrals can be the keystone for growing your business however you do need to ask! 

Psychologists liken presentation phobia to a person's fight-or-flight reaction upon meeting a beast in the forest. The heartbeat quickens, breathing becomes shallow… an anxiety attack is under way.

UK studies confirm that fear of public speaking ranks as the No. 2 among phobias cited by business people. (after Spiders!!!)  Today's executives face a growing need to communicate effectively. They are called on increasingly to give presentations -- to communicate with employees and top management, with industry groups, shareholders, analysts, community groups and the media.

Facing Your Fears    The only way to counteract that fear level is to have people get up and speak in a controlled, safe environment, in front of people who are in the same situation. For those with severe stage fright, let them give their first presentation from where they are in the room, remaining seated. Then ease them into standing up in front of everyone.

 

Tension can be good  Speech coaches stress that effective speakers use the natural energy sparked by the tension of a presentation situation to their advantage -- to generate enthusiasm, to move around the room, to change their voice tone and volume. Moving away from a podium, holding eye contact and using natural gestures are techniques that help transmit calmness from the speaker to the audience.

            Tone of voice and animation when delivering a speech also play roles in presentation phobia. The speaker who tries to counter his sense of panic by memorising a talk almost guarantees a disaster. He or she will speak in a monotonous voice and look mechanical, detached, uninvolved with the topic. Instead get familiar with the subject, then rehearse.

        Our view is that 30% of preparation is getting the material together 70% is rehearsal -- out loud, in front of a mirror, another person and/or a video camera. That way, you can see how you look and fine-tune your act...

             "People in the audience judge a presentation by your delivery first. If your delivery is not effective, if you seem nervous yourself, the content does not come across.

 Some suggested tips For Beating Presentation Panic

1. Prepare thoroughly, but don't memorise your talk.
           Prepare an outline and then practice and internalise main points.
           Rehearse in front of a mirror or a video-camera.
           Work to appear natural and at ease.

2. Before you're called on to speak, practice positive thinking.
                   Repeat positive messages mentally, such as, "I'm ready. I'm confident.                     I feel good about this."
                   Eventually, your subconscious will start to believe it.

3. Before you speak, tense all your muscles.
                   Hold for a few seconds and let go all at once.
                   This exercise will relax you.

4. When you rise to speak, don't grab the podium.
                    Stand clear of it and move around.

5. Look the audience in the eye, one person at a time.
                   Hold that eye contact for a few seconds with each man and woman.                    This builds confidence -- in you and in your audience.

6. Use your natural energy and enthusiasm as you speak.
                   Gesture, move around the room.
                   Change the tone and volume of your voice.

 Good Luck and Good Rainmaking  

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"It is never too late to be what you might have been."  George Eliot (1819-1880)   English writer

Mike Meyer on organising your customer data to support your processes