If you've done a great job, delivered a great product or service, and you know the customer is genuinely happy with his or her purchase, you have earned the right to ask for referrals. Furthermore, the more detail you can gather on the referral contacts you're given, the more professionally prepared you will be when approaching the contact.

To help you remember the steps in asking customers for referrals, use the acronym W.R.A.P.™ At the end of a motion picture shoot, the director will yell to the cast and crew, "That's a wrap!" signaling the end of the filming. Anyone who knows about film-making however, will tell you that it's after the "wrapping up" of the film where real movie magic begins—in the editing room.

The same thing is true of referrals. The real magic of helping people begins at the end of the sale when you've created a dazzled customer and have earned the right to help more people. Also think of "wrapping" a gift. What you do is a gift you give to others. But a gift, or "present," is more presentable when wrapped.

W: Wait for the right time.

R: Review the benefits.

A: Ask for names.

P: Pave the way.

Here's how to implement W.R.A.P.:

W: Wait for the right time.

Generally, there will rarely be another time when customers are more delighted with their purchase than immediately after the sale. An excellent time to ask after you've wrapped up the details is when excitement peaks, or perhaps when you've shared a humorous exchange with your customer, or she volunteers information about her enthusiasm for the new product or service.

In other cases, particularly big-ticket or long-term sales cycles, your customers might be reluctant to refer you until they've had time to verify the performance of your product or service. Wait and call anywhere from one day to two weeks after the sale to follow through and check for satisfaction. Sometimes the test period may take months. If the customer is pleased at that point, it's an appropriate time to ask. If you detect that they still need more time, then call back in a week or two to check for satisfaction again. Staying in touch communicates that you have a vested interest in his or her success with the purchase. Ultimately, use your best judgment. Just be sure to verify a high level of satisfaction first before asking.

R: Review the benefits.

Review how your product/services have benefited the customer, focusing on how their lives have improved. Examples:

I'm so pleased that we were able to help you…(summarize

benefits). This is what makes our work so worthwhile.

Or let the customer explain how they have benefited: How do you feel about it? Has anyone else made any comments?

Or make an observation: You look really pleased. Do you agree that it was worth the wait to get a custom application?

A: Ask for names.

By the way, I'm dedicated to helping people (name benefit.) I was hoping we could brainstorm some ideas on who else you think might be interested in (name the benefits of your product or service). I'd like to let them know what resources are available so whenever they need ______they'll have a reliable source. Let's think of some groups of people you think would be a good fit. How about people in your…

Using the word "resources" is important. Everyone wants trusted, proven resources when they need help. If you sell real estate or automobiles for example, the referral may not need your services now, but will want to know who to call when the time is right.

Help jog your customer's memory by specifying different groups, naming whatever is appropriate for your type of sale. Mention categories such as:

• business associates
• friends
• church members
• social groups
• neighbors
• hobby/sports connection
• relatives
• clubs
• professional groups
• associations

Jot down names, phone numbers, relationship to the referring party, and any other relevant information. Don't pry for an e-mail address unless the contact offers it and has permission to give it out. Once you've explored names, now it's time to pave the way.

P: Pave the way.

Paving the way creates a collaborative path for contacting the referral. Ideally, you want your customer to make contact with their referral first. Most people don't like incoming cold calls, even if it is a referral. Having the customer contact first warms up the call you'll be making, allows your customer to provide a glowing testimonial, builds interest, and generates receptivity.

I'd be happy to contact them, but what do you suggest is the best way to get introduced? (Wait for a response.)It might help pave the way for our conversation if you wouldn't mind contacting them first just to let them know I'll be calling—maybe a phone call or an email?

Collaborate on who will make the first contact. If the referring party is unwilling to make the first contact, let him know that you'll call him back to let him know how the conversation went.

If they agree to contact the referral first, then ask for a re-contact period. Specify when you'll be calling back or your customer may never pave the way and the spirit of their referrals will cool off. You might say:

Thanks for agreeing to call ahead. When should I call you back just to make sure it's OK for me to make contact? Is tomorrow afternoon too soon, or would the next day be better?

Offer a choice of re-contact times, letting him know that you're going to follow-through with a call.

W.R.A.P.™ helps you set the stage for asking and always focuses on how you can help others, not how your customers can help you. The Do-Not-Call regulations make referrals more critical than ever. W.R.A.P.™ gains you permission to call, opens opportunities to have positive things said about you and your "resources," and collaborates on how best to move forward with introductions.

ApplicationOn your next five sales calls, set a goal to ask for five referrals from each customer. If you do this one thing, your sales will skyrocket immediately. You could easily be on straight referrals within three weeks. If you have a long sales cycle, it's even more important to keep your business thriving on referrals using the W.R.A.P.™ system.

Create a referral database contact management system to track your referrals.If you already have one, you may want to include additional fields of information so that your referral files allow for sufficient detail: name of the referring party, relationship to the referral, possible interests, contact

information etc. Your database should give you a perfect memory. Equipped with your updated database and some pointers on how to ask and what to say, set a date to make asking for referrals a habit.

Don't let yourself stand in the way of your success!

Don't keep yourself a secret!

We are our own worst enemy when it comes to asking for referrals. Put your fears aside, your intimidation in the closet, and your insecurities to rest. Don't manufacture your own roadblocks. Success takes a determined, positive mindset. Be determined to help others by focusing on others. This is not about you so get out of the way! This is about increasing your ability to help more people.

The only way you can help others is to reach out. Be easy to find by allowing others to help you help them. The greatest riches you'll find come from connecting and building relationships with other people.


Click here for more information, resources, referral book, referral coaching guide, and programs.