Referrals
are the lifeblood of most business. In
today's culture of skeptics, a
recommendation from a satisfied customer
is worth more than gold for any
organization. Senior housing marketers
spend a lot of time networking with
professionals who are in a position to
refer their clients to their
communities. Doctors, attorneys, case
managers, rehab therapists, and
ministers are all professionals who work
with people daily who may be appropriate
candidates for senior housing.
Unfortunately, the old adage, "You
have not because you ask not"
applies to the most well- intentioned of
sales people. The mistake that many
marketers make is after they conclude in
educating the person about their
services, they fail to point blank
ask them for a referral.
Don't make the assumption that the
person is instinctively going to
think of one of his clients to refer to
you. Don't assume that next week, amid
the chaos of their schedule, that
professional will think to refer you to
someone at just the right moment. You
must be more direct and ask
something like, "Who do you know
right now who could benefit from living
in a senior community?" Then
close your mouth and wait for them to
respond.
The same direct approach should be
taken when speaking with satisfied
residents and family members.
So determine to make a habit of directly
asking for referrals and you will see
your sales improve dramatically. Happy
Selling!
