CHAPTER 7REFERRAL AMMUNITION
ASSEMBLING TESTIMONIALS, ENDORSEMENTS, AND LOVE LETTERS
ASK EARLIER THAN YOU WOULD THINK
Referrals don’t exist in isolation; they exist in the dynamic of trusting and mutually beneficial client relationships. Therefore, there is a plethora of synergistic promotional help surrounding them that can be used to stimulate referrals, but that is also valuable in and of itself.
Here is a counterintuitive example: some of the best people to ask for endorsements are those who did not accept a proposal from you. Think about this: you’ve built a trusting relationship; gained conceptual agreement on objectives, metrics, and value; and submitted a proposal with options and a strong ROI. But for some reason, the buyer decided not ...
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