A BNI member asked me the other day if it’s possible to learn to distinguish the difference between weak referrals and quality referrals. The answer is YES. Below are the things to consider in distinguishing between weak and strong referrals.
There are varying levels of referrals, starting at a level that’s just one step above a cold lead. These types of referrals are ranked in quality from lowest to highest. Number one is the lowest-ranked type of referral (the least desirable) to give and receive, and number eight is the highest (most desirable). You can use the referral level rankings below to help distinguish quality referrals from weaker ones.
1. Names and contact information only: Getting the name and contact information from a referral source is better than nothing—but not much.
2. Authorization to use name: This indicates you’ve established good credibility; however, the work of developing the prospect still rests with you.
3. General testimonial statement and/or letter of recommendation and introduction: This is a noteworthy accomplishment, and it demonstrates that the referral source trusts you.
4. Introduction call: This takes the effort on the part of the referral source up another notch and paves the way for communication from you.
5. Note or letter of introduction, call and promotion: This implies an even higher level of commitment on the part of the referral source. It is an outright recommendation of your business accompanied by a description of its features and benefits.
6. Arrange a Meeting: Here your referral source is acting as a facilitator for you. This conveys to your prospect that your referral source has a deep trust in and approval of your business.
7. Face-to-face introduction and promotion: Your referral source is now actively engaged in selling your product or business, rather than just being a meeting facilitator.
8. Closed deal: After your referral source has described the features and benefits of your product or business, he then closes the sale. This is the highest level of referral you can achieve.
2 Responses to “The Levels of Referrals”
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March 18th, 2008 at 11:09 am
[...] whether the referral comes from a customer or through a networking source. A recent post from Networking Now gives you a measurement by which you can rate them, with number one being the lowest and number 8 [...]
April 3rd, 2008 at 9:17 am
I am not in BNI to get level one referrals. I can go to the phone book for those. Even level two is not a big help. When I give a referral the prospect is already “warmed up” to get the phone call from my colleague in BNI. I hate it when someone passes me a referral of someone who winds up saying “oh yeah, Joe gave me your card, but I’m really not looking for help with that right now.”