Asking for Introductions
An important part of our sales pitch is the Specific Referral Request or The Ask. This is related to our story and should make the other members think about the people they know who could be a possible referral.
Often a member will ask for an introduction, especially in the business to business space. For example, a graphic designer might tell a story of a remarkable rebranding they had done for a large franchise and ask for an introduction to Brad Jacobs, Director of The Coffee Club. Another member might know him or someone like him in another large franchise but not make the introduction. Why is that?
In the first instance it could because the member’s Visibility and Credibility isn’t high enough yet, but that is a topic for another day. It could be because that contact is a highly prized client that they only share when there is absolutely no risk to their own reputation. Rarely would a member just hand over the contact details of a highly valued client without knowing why and how that contact would be used.
Therefore, when asking for an introduction, the member asking for the introduction should let the members know how they will protect that contact so they feel safe sharing it. For instance, “if you know Brad Jacobs, Director of the Coffee Club franchise, please see me after the meeting to see if is appropriate for you to introduce me to him”.
Making the Introduction
If you get the opportunity to be introduced to a highly valued contact, it would be unusual for the member to just give you their contact’s phone number and let you call them. They usually want to make the introduction themselves by email or phone call before you make contact. If they do this, it also helps the relationship get off to a better start.
It is important that they make the introduction effectively BUT it is also important they know what to say about you, as you know how best to “sell” your product or service. To help make this part easy for them, it is very valuable to have a positioning statement available for the member to use or to discuss with them.
What is a Positioning Statement?
The Positioning Statement definition is comprised of 4 parts: the target, the category, the differentiator, and the payoff.
The 4 elements of a Positioning Statement
1. The target market Being introduced before you know something about the contact’s business space. If you can’t show you know something about their industry or have some experience in that industry, you will struggle to achieve the credibility you need for them to give you their time, In our example, the graphic designer already had valuable experience in the franchise space.
2. Category. Prospective customers (all of us) need a frame of reference when we evaluate a proposed product or service. This can be achieved by stating a common category or market where you play. For the example we’re using, the category is graphic design. It could be website developer, lawyer, property manager, software supplier etc. If your prospective customers can’t place you in a context, they will not spend any time evaluating the offer.
3. Differentiation. One single point of differentiation is best. Otherwise known as your USP. Having the biggest market share or the biggest turnover are weak differentiators. The differentiator must be positioned from the contacts perspective. Again, in our example our designer has worked successfully in the franchise area.
4. The Payoff. This ties the differentiation or USP with the needs or goals of the contact. You need to tell the contact how your differentiator will help them achieve what they want.
Example: We are a branding specialist with extensive experience working with franchisors to design and execute their brand strategy. Our experience means that we are fast and cost effective compared to our competitors, which means the marketing budget goes further and marketing is executed faster. We would love the opportunity just to meet and understand more about The Coffee Club.
Summary
Asking for introductions is a great way of gaining potentially high value referrals, but they need to be asked for correctly. Be very specific as to who you are asking for and how you will handle the introduction. Having a positioning statement ready to send to the referrer will help the referrer make the introduction more effectively.
