Selling Today: Partnering to Create Value, 14/e

Referral Approach

Research indicates that another person is far more impressed with your good points if these points are presented by a third party rather than by you. The referral approach is quite effective because a third party (a satisfied customer) believes the prospect can benefit from your product. This type of opening statement has universal appeal among salespeople from nearly every field.

When you use the referral approach, your opening statement should include a direct reference to the third party. Here is an example: “Mrs. Follett, my name is Kurt Wheeler, and I represent the Cross Printing Company. We specialize in printing all types of business forms. Mr. Ameno—buyer for Raybale Products, Incorporated—is a regular customer of ours, ...