By James A. Baker
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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