The Most Compelling Sales Advertisement

How would you like to receive the benefits of the most compelling sales advertisement on earth for absolutely nothing?  What is it?  It is a very effective marketing method seldom used by sales people.  It is the method used by a man who is listed as the most successful salesperson in the world by the Guinness Book of World Records.  His name is Joe Girard.  Joe was a car salesperson who generated extraordinary results. At one point, Joe was selling 1,425 cars a year. That’s nearly four cars a day!

How did he do it?  What was Joe’s secret?  How could one man sell 1,425 cars in one year?

Girard worked from childhood on. A high school dropout, he held various jobs until, in 1963, the then thirty-five-year-old walked into a Detroit car dealership and begged a skeptical manager for a job as a salesman. He sold a car on his first day and, by the second month, was so good, some of the other salesmen complained and got him fired.

His next job was at Merollis Chevrolet in Eastpointe, Michigan, which he held until his retirement in 1977. There, he set consecutive sales records over a fifteen year period.  In 2001, he was inducted into the Automotive Hall of Fame.

How Was Joe so Successful?

He sent thank-you notes to every person who bought a car from him. and – he sent a card each year on the one-year anniversary of the purchase.  But he did something else.  Something very important:   He asked each customer for a referral.

Here is an interesting statistic for you:

According to Paul and Sarah Edwards, authors of  Getting Business to Come to You, up to 45% of most service businesses are chosen by customers based on the recommendations of others.

The reason referrals are so powerful is because they come from a credible third party that has experienced first hand the benefits of doing business with you.

Five Referral Opportunities

Pay close attention to watch out for these opportunities and if you go the extra mile at the right time, you have a lifetime customer – and you can ask this customer for a referral.

Opportunity # 1: The moment your customer complains.

If you can fix the problem quickly and to your customer’s satisfaction, s/he will be grateful.

Opportunity # 2: The moment one of your customers has been through a hard time because of a foul up on your (or their) part.

Opportunity # 3: The moment a customer has thanked you.

Opportunity # 4: The moment one of your new customers calls back to place a second order.

Opportunity # 5: The moment a customer needs a favor from you.

Question:  How do I get more referrals?

Answer:  ASK your good customers for them.

Question:  How do I ask?

Don’t ask: “Do you know anyone else who could use our products?”  Because this gives the customer the chance to say “no.”

Do Ask:  “Who else do you know that could use (or benefit from) our products or services?”

Don’t be Afraid to Ask

Most small business owners know that they have to ask for referrals to get more referrals, but it is the fear of asking that stops them from moving forward.

This fear of asking is rooted in attitude.  If your attitude is one that believes that you are asking that person to go out on a limb for you by asking them to give you referrals then you will always be battling with fear.

Your customers want to give you referrals. It makes them feel good that they found a great business that they had a good experience with and they want to share their good experience (you) with their friends.

Another Good Reason to Ask for Referrals

Customers who give referrals become more loyal to you and your business. Once someone stands up and makes a public statement about you, psychologically they will become more loyal to you and your business.

Good referrals are the most compelling sales advertisements on earth.

There are some unique ways to ask for referrals.  How do you ask?   Feel free to post a comment below.