Successful Referral Selling Starts With Building Trust

By James A. Baker

Baker Communications

In some ways, successful referral selling is like the Holy Grail of selling. Research regularly confirms that sales contacts made via a trusted referral source close at much higher rates than contacts made through any other method – often 50% or even higher. Who wouldn’t love to go into a sales presentation knowing that your chances of success were already that high? For this reason, everyone talks about referrals – how to get them, how to use them, how to maximize the opportunity that is obviously there. However, for a significant number of sales reps, referrals never quite live up to the hype. What is the problem?

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