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Sales Reinvented

We at Sales Reinvented are on a mission to change the negative perception of sales people. Each week we will be interviewing experts in the field of sales and sharing their knowledge, ideas and expertise with our listeners. They share with us in our vision of a world where selling is a profession to be proud of. The aim of our formatted show is to provide ‘snackable’ episodes that are short enough to listen to in one sitting but long enough to provide real value that will help you in your sales career. Welcome to the Sales Reinvented Podcast.
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Now displaying: 2023

At Sales Reinvented, we are on a mission to change the negative perception of selling. Welcome to the Sales Reinvented Podcast.

Sep 20, 2023

Are you a sales professional looking to enhance your sales process and improve customer interactions? Jaeden Schafer, a serial entrepreneur and expert in launching and scaling software companies, believes that ChatGPT can do just that. 


Chat GPT is an AI model that has been trained on vast amounts of internet content and can respond to questions on any topic. The latest version, ChatGPT-4, works by using 16 different “experts” to provide specific and accurate responses. 

Sales professionals can leverage the power of Chat GPT to overcome customer objections, address specific concerns, and provide personalized sales pitches.

We explore how this AI model can enhance the sales process and improve customer interactions in this episode of Sales Reinvented. 

Outline of This Episode

  • [1:20] What is Chat GPT?
  • [3:51] The key features and capabilities of ChatGPT
  • [7:31] How Chat GPT can assist with the sales process
  • [9:30] Challenges and limitations of ChatGPT
  • [10:55] An astounding new feature of ChatGPT
  • [12:52] Top three ChatGPT for sales do's and don'ts
  • [16:35] Using ChatGPT to automate the warm-up process in sales

Resources & People Mentioned

Connect with Jaeden Schafer

Connect With Paul Watts 

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Sep 13, 2023

ChatGPT is an incredibly useful advanced language model that utilizes pre-existing information to generate unique ideas, insights, and guidance. Mark Raffan views it as a handy intern that’s available 24/7, whenever you need it. 

So how do you leverage ChatGPT to be a better negotiator? How can you harness its abilities to roleplay, regulate your emotions, and prepare counterarguments? Find out in this episode of Sales Reinvented. 

Outline of This Episode

  • [1:02] What is ChatGPT?
  • [2:27] The key features and capabilities of ChatGPT
  • [4:57] Using ChatGPT as an unbiased third-party perspective
  • [7:44] Where you should be cautious using ChatGPT
  • [11:12] Can you teach ChatGPT your negotiation style?
  • [13:26] How to handle personalization and customization 
  • [15:23] Mark’s top three ChatGPT dos and don’ts
  • [20:48] Use ChatGPT to enhance conversations

Resources & People Mentioned

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Sep 6, 2023

ChatGPT is often referred to as artificial intelligence or AI, but Meshell Baker points out that it’s assisted intelligence and that it helps people curate content. You can leverage ChatGPT to generate ideas when you’re otherwise stuck. Meshell shares how she uses ChatGPT in this episode of @SalesReinvented. 

Outline of This Episode

  • [1:23] What is ChatGPT?
  • [2:17] Key features and capabilities of ChatGPT
  • [4:03] ChatGPT can help you overcome inaction
  • [5:38] Addressing the Challenges/limitations of ChatGPT
  • [7:25] Navigating personalization and customization
  • [10:58] Meshell’s three ChatGPT dos and don’ts
  • [12:48] Use ChatGPT to curate content quickly

Resources & People Mentioned

Connect with Meshell Baker

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Aug 30, 2023

Are you leveraging ChatGPT as a sales professional? Or are you avoiding it because you think it’ll fizzle out? Chuck Shaver and I are in agreement: ChatGPT is here to stay. The question becomes, how do you leverage it? 

It’s both a help desk and automation tool that will help you save time while delivering world-class results. Chuck covers how to leverage AI to get the results you need in this episode of Sales Reinvented. 

Outline of This Episode

  • [0:55] What is ChatGPT? 
  • [1:31] Key features and capabilities
  • [2:31] How ChatGPT can help sales teams
  • [4:34] Navigating the challenges/limitations 
  • [6:36] Personalization and customization with ChatGPT
  • [7:38] Chuck’s top three ChatGPT for sales dos and don’ts
  • [9:17] ChatGPT saves time and drives results

Resources & People Mentioned

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Aug 23, 2023

Keld Jensen’s University has been studying ChatGPT since its release. They’ve also been running a global simulation using ChatGPT. They’ve seen huge differences in the outcome of the negotiations based on whether or not the teams are using AI. Keld shares more about his study—and the different ways he strategically uses ChatGPT in negotiations—in this episode of Sales Reinvented. 

Outline of This Episode

  • [2:16] Using ChatGPT as a personal assistant 
  • [3:24] The key features of ChatGPT
  • [5:50] Using ChatGPT to navigate the sales process
  • [7:25] Addressing the challenges/limitations of ChatGPT
  • [9:24] How to personalize content created by ChatGPT
  • [12:42] Creating company policies for the use of AI
  • [15:20] Keld’s top three ChatGPT dos and don’ts
  • [18:38] The results of Keld’s ChatGPT study

Resources & People Mentioned

  • Keld’s upcoming book: Negotiation Essentials (Releases 10/24/2023 from MCGraw-Hill and 11/14/2023 on Amazon)

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Aug 16, 2023

ChatGPT is one of many AI applications and platforms available that is making writing content, analyzing data, and creating sales and marketing campaigns easier. ChatGPT can help you make your communication more compelling and clear, leading to better-informed decisions. 

According to Sonia Dumas, when you leverage ChatGPT as a co-creator, you can see phenomenal results. Find out how she uses ChatGPT to form connections with prospects in this episode of Sales Reinvented. 

Outline of This Episode

  • [1:04] What is ChatGPT and how can it help the sales process? 
  • [3:01] Key features of ChatGPT that make it useful
  • [4:40] Using ChatGPT for lead gen and prospecting
  • [7:39] Challenges/limitations of using ChatGPT
  • [10:42] How ChatGPT handles personalization 
  • [14:00] Sonia’s top three ChatGPT dos and don’ts
  • [16:32] Use ChatGPT to write better communication

Resources & People Mentioned

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Aug 9, 2023

ChatGPT, short for Generative Pre-trained Transformer, is an innovative tool that has the ability to generate new and original content based on its training data. While some might anthropomorphize it as a person, it's essential to recognize that it's a sophisticated tool with vast potential for sales professionals. In this episode of Sales Reinvented, Stan Robinson Jr., an expert in social selling, will shed light on leveraging ChatGPT to personalize your approach. 

Time-Stamped Outline of Questions

  • [01:24] What is ChatGPT? 
  • [03:21] The key features of ChatGPT
  • [4:28] Empowering sales practices with ChatGPT
  • [7:32] Navigating challenges and limitations
  • [9:40] Maintaining authenticity in sales conversations
  • [11:57] Stan’s top three ChatGPT dos and don’ts
  • [16:19] Embrace creativity and experimentation

Resources & People Mentioned

Connect with Stan Robinson Jr. 

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Aug 2, 2023

How can you use ChatGPT to optimize email marketing? Melinda Emerson believes that with some great input and a few tweaks, ChatGPT can be a game-changer for email marketing. In this episode of Sales Reinvented, she shares how you can ChatGPT to enhance the sales process and improve customer interactions. Let's dive in and discover how ChatGPT can transform your sales engagement!

Outline of This Episode

  • [1:19] How can ChatGPT enhance the sales process?
  • [2:14] Key features and capabilities of ChatGPT
  • [3:14] How ChatGPT can help with prospecting
  • [4:21] ChatGPT can create images/graphics
  • [4:53] The challenges or limitations of ChatGPT
  • [6:46] How ChatGPT handles personalization
  • [8:25] Top three chatGPT dos and don’ts
  • [10:03] Melinda’s favorite ChatGPT story

Resources & People Mentioned

Connect with Melinda Emerson

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Jul 26, 2023

You can ask ChatGPT anything. And anyone can apply it in their field. But most salespeople just don’t know how to leverage it. Ollie Whitfield believes that self-awareness allows you to fully utilize ChatGPT. How? 

It can help you improve your emails, rewrite cold-calling scripts, and even summarize notes. ChatGPT can reframe your thoughts in a more succinct and engaging way. Ollie shares how he uses this to his advantage in this episode of Sales Reinvented! 

Outline of This Episode

  • [0:41] How can ChatGPT enhance the sales process?
  • [2:01] Key features and capabilities of ChatGPT
  • [3:19] How ChatGPT can help with prospecting
  • [5:41] Ollie’s ChatGPT success story
  • [7:18] The challenges or limitations of ChatGPT
  • [9:56] How ChatGPT handles personalization 
  • [12:05] Ollie’s top three ChatGPT dos and don’ts
  • [15:00] Use Chat GPT to summarize notes

Resources & People Mentioned

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Jul 19, 2023

Everyone is trying to find ways to leverage ChatGPT to increase their productivity, including the world of sales. But how do you apply ChatGPT? Lisa Magnuson believes that one of the best ways to use ChatGPT is as a presentation planning tool. She shares her best practices for using ChatGPT to change your presentation game in this episode of Sales Reinvented. 

Outline of This Episode

  • [1:17] How can ChatGPT enhance the sales process?
  • [1:48] Why ChatGPT is useful for sales presentations
  • [7:35] Lisa’s ChatGPT client success stories
  • [8:47] The challenges and limitations of ChatGPT
  • [11:48] How ChatGPT handles personalization 
  • [13:58] Top three ChatGPT dos and don’ts
  • [16:38] Use ChatGPT to transform your presentations

Resources & People Mentioned

Connect with Lisa Magnuson

  • Connect on LinkedIn
  • lisa(at)toplinesales.com

Connect with Paul Watts

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Jul 12, 2023

According to Brynne Tillman, a win/loss analysis—or in her words, a post-mortem—is about figuring out why you got a deal or you didn’t. You want to learn why your clients chose you. It also helps you understand the playing field even when you win. Most salespeople move on when they lose a deal. But if you don’t know why you lost a deal, you may continue the same behavior. So you have to ask actional questions in your post-mortem to make positive changes to win more deals. 

Outline of This Episode

  • [1:01] What is a post-mortem and why is it important?
  • [2:33] The insights you can gain from a post-mortem
  • [3:55] Common mistakes salespeople make with post-mortems
  • [6:21] How to make sure the feedback you gather is unbiased 
  • [7:46] Best practices for conducting post-mortem interviews 
  • [10:44] The role of technology in post-mortems
  • [12:08] Brynne’s top three post-mortem dos and don’ts
  • [14:08] Why you should never take a loss personally

Resources & People Mentioned

Connect with Brynne Tillman

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Jul 5, 2023

What was your customer’s perspective of the sales process? How did it align to their preferred buying journey? How does it compare to the competition? Why did they choose you? Or why didn’t they? 

These data points are critical to refine your sales process. And one of the only ways to get these answers is by doing a win-loss analysis. This information is vital to the business as a whole to consistently improve performance. Learn how Justin obtains this critical information in this episode of Sales Reinvented. 

Outline of This Episode

  • [0:50] What is win/loss analysis and why is it important?
  • [1:33] The insights you can gain from a win-loss analysis
  • [2:55] Common mistakes salespeople make with win-loss analyses
  • [4:05] How to make sure the feedback you gather is unbiased 
  • [6:03] Best practices for conducting win/loss interviews 
  • [7:12] The role of technology in win/loss analysis
  • [9:09] Top three win/loss analysis dos and don’ts
  • [12:06] A win-loss analysis can quickly make an impact 

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Jun 28, 2023

A win/loss analysis is a conversation with prospects or customers where you identify why you won—or lost—a particular opportunity. The ultimate goal of the conversation is to gather information to help you win more deals in the long run. How do you gather unbiased information? How can you leverage technology? What mistakes should you avoid? Bill Storey covers it all in this episode of Sales Reinvented.

Outline of This Episode

  • [1:17] What is win/loss analysis and why is it important?
  • [1:43] The insights you can gain from a win/loss analysis
  • [3:55] Common mistakes salespeople make with win/loss analyses
  • [5:17] How to make sure the feedback you gather is unbiased 
  • [6:18] Best practices for conducting win/loss interviews 
  • [8:15] The role of technology in win/loss analysis
  • [10:12] Top three win/loss analysis dos and don’ts
  • [12:07] Every win/loss analysis yields different results

Resources & People Mentioned

Connect with Bill Storey


Connect on LinkedIn

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Jun 21, 2023

A win/loss analysis is simply having a conversation with your customers and prospects about their perception of your company versus the competition. You want to cover every part of the sales process. Did you address customer problems and goals with the proposed solution? Doing a win/loss analysis the right way will help you gain a competitive advantage. But what is the right way? Ellen Naylor—a pioneer in the field of competitive intelligence (CI) and Win/Loss analysis—shares her strategy in this episode of Sales Reinvented.

Outline of This Episode

  • [1:11] What is win/loss analysis and why is it important?
  • [1:53] Common insights you can gain from a win/loss interview
  • [2:50] Common mistakes salespeople make and how to avoid them
  • [3:50] How to make sure the feedback you gather is unbiased 
  • [5:10] Best practices for conducting win/loss analysis 
  • [9:47] Should we be compensating the customer for their time?
  • [10:36] The role of technology in win/loss analysis
  • [12:26] Top three win/loss analysis dos and don’ts
  • [15:25] Use a win/loss analysis to inform change

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Jun 14, 2023

Conducting a win/loss analysis is about spending time at the end of a sales cycle to extract some feedback from the customer you’ve interacted with. It can help you learn what went well and where you can improve. It’s immensely valuable. You have to make numerous assumptions in the sales cycle. 

This allows you to park the assumptions and get honest feedback from your customer and then take action based on that information. Conducting a win/loss analysis is one of the best ways to improve your sales. Learn more from Cian McLoughlin in this episode of Sales Reinvented!

Outline of This Episode

  • [1:01] What is win/loss analysis and why is it important? 
  • [2:39] The common insights sales teams can gain
  • [3:44] Mistakes to avoid when conducting a win/loss analysis
  • [7:06] Create an environment where the customer can be honest
  • [9:25] Best practices for conducting win/loss interviews 
  • [11:04] What role does technology play in win/loss analysis? 
  • [13:00] Cian’s top three win/loss analysis dos and don’ts
  • [15:38] You can’t rely on assumptions without testing them

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Jun 7, 2023

Referrals are when existing customers, friends, colleagues, or associates share that there’s someone you need to know that would value a relationship with you (and you’d find value from the relationship with them). They’re the best type of lead that salespeople can get. But there’s a right way—and a wrong way—to start the referral conversation. Joey Coleman shares what you should do in this episode of Sales Reinvented!

Outline of This Episode

  • [1:10] What are referrals? How do they help in sales? 
  • [1:45] Common mistakes for salespeople to avoid 
  • [3:07] How to leverage social media and online tools
  • [4:16] Advice for salespeople exploring referral-based sales
  • [6:23] How to measure the success of a referral program 
  • [11:16] How Joey approaches asking for referrals
  • [14:31] A best practice most organizations miss
  • [16:17] The role of technology in referral selling 
  • [17:42] Top three referral selling dos and don’ts
  • [21:43] When a referral conversation goes terribly wrong

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May 31, 2023

A referral is an opportunity to do business with someone in the market to buy your product or service. They’re expecting you to contact them to have a conversation. It’s different from a normal lead. A referral is someone ready to chat with you. But how do you get to that point? Ivan Misner has identified the “VCP” process to go from visibility and credibility to profitability. Learn what it is in this episode of Sales Reinvented!

Outline of This Episode

  • [1:24] What are referrals? How do they help? 
  • [2:00] Mistakes salespeople make when asking for referrals
  • [3:42] How can salespeople leverage social media?
  • [4:56] The VCP process: Visibility, credibility, and profitability
  • [6:18] What metrics to track with your referral program
  • [7:30] How to ask for referrals without being pushy
  • [10:08] What role does technology play in referral selling
  • [11:10] Top 3 referral selling dos and don’ts
  • [13:25] Don’t assume your referrals are great

Resources & People Mentioned

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May 24, 2023

Most people think of referrals as going to customers and saying, “Now that you love me, who else might love me? Who might want to buy our stuff?” If you’re trying to find new prospects to sell to, this is great. But Steve believes there’s a better way. It starts with knowing your market, knowing who you’re trying to target, and finding people who can help you get to them. Steve shares how he makes this strategy come to life in this episode of Sales Reinvented!

Outline of This Episode

  • [1:07] What are referrals? How do they work in sales
  • [2:19] Common mistake sand how to avoid them
  • [4:09] Can you leverage social media to generate referrals?
  • [5:53] Steve’s advice for those just getting started with referrals
  • [8:32] How to measure the success of a referral program
  • [9:53] How to ask for a referral without being pushy
  • [10:14] Best practices for asking for client referrals
  • [11:26] The role of technology in referral selling
  • [12:17] Steve’s top 3 referral selling dos and don’ts
  • [14:31] Create a referral chain to build your business

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May 17, 2023

Stacey Brown Randall agrees with the majority definition of a referral: It is a potential client being referred to you. To qualify as a referral, there has to be a personal connection to the referral source. Secondly, the prospect needs to know they have a problem and are interested in solving it (thus willing to be connected with you). 

But getting referrals is where Stacey’s strategy differs from the norm. Stacey believes that you should never ask for referrals. So how do you get them? Listen to this episode of Sales Reinvented to find out! 

Outline of This Episode

  • [1:00] What are referrals? How do they work in sales?
  • [2:09] Common mistakes salespeople make and how to avoid them
  • [4:40] How to leverage social media to generate referrals
  • [6:35] The #1 thing you need to do is look at referral sources
  • [8:27] How to measure the success of a referral program
  • [10:05] How to cultivate existing relationships to get referrals
  • [12:56] Best practices for generating referrals
  • [14:41] The role of technology in referral selling
  • [15:39] Stacey’s top 3 referral selling dos and don’ts
  • [18:44] Focus on building relationships and you’ll never need to ask

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May 10, 2023

How do referrals work in the context of selling? When should you ask for referrals during the sales process? According to Joanne Black, when you close a deal, ask for a referral. They’ve signed on the dotted line and they believe in you. And when you ask, get intel. Learn as much as you can about the people they’ll refer to you. What else should you do? Find out in this episode of Sales Reinvented!

Outline of This Episode

  • [1:28] What are referrals? How do they work in sales?
  • [2:27] Common mistakes and how to avoid them
  • [3:29] Why people—not social media—generate referrals
  • [5:47] Advice for someone exploring referral-based sales
  • [6:55] How to measure the success of a referral program
  • [8:06] The right way to ask for introductions 
  • [10:31] The role of technology in referral selling
  • [11:20] Top 3 referral selling dos and don’ts
  • [13:22] Leverage the relationships you have with clients

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May 3, 2023

Lori Richardson built her entire business around referrals. She believes that referrals are magical. You can work with one person and get multiple sales opportunities from that person. It’s so much easier to develop a relationship this way versus focusing on one-off sales. Lori shares the strategies she’s learned over the years in this episode of Sales Reinvented!

Outline of This Episode

  • [0:55] What are referrals? How do they work? 
  • [1:44] Common mistakes salespeople make asking for referrals
  • [4:15] How to leverage social media to generate referrals
  • [5:56] Using referral-based selling as a sales strategy
  • [7:41] How to measure the success of a referral program 
  • [9:44] How to ask for referrals without being pushy
  • [11:34] Best practices for requesting referrals
  • [13:00] Why you need to have three lists
  • [15:04] Lori’s top 3 referral selling dos and don’ts
  • [17:04] Why relationships matter in sales

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Apr 26, 2023

Some referrals are through people you have relationships with. Others are from friends and family. Still others are from customers. They all have a different impact depending on the industry you’re in. But generally speaking, referrals need to be a large part of your sales strategy. Steve Benson agrees with this sentiment but believes there’s an easier way to get referrals: Call them “introductions” instead. Listen to this episode to learn why he takes this stance! 

Outline of This Episode

  • [1:05] What are referrals? How do they work? 
  • [1:52] Common mistakes salespeople make asking for referrals
  • [2:38] How to leverage social media to generate referrals
  • [3:23] Using referral-based selling as a sales strategy
  • [4:41] How to measure the success of a referral program 
  • [6:11] How to ask for referrals without being pushy
  • [6:40] Best practices for requesting referrals
  • [8:08] The role of technology in referral selling
  • [10:35] Steve’s top 3 referral selling dos and don’ts
  • [12:29] Leveraging the power of introductions

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Apr 19, 2023

According to Liz Heiman, there are two types of referrals. A referral could be from someone who doesn’t buy from you but can share leads with you. The other type of referral is from an existing customer. They’re both introducing you to people you might not know. Liz shares the approach she takes when asking for referrals in this episode of Sales Reinvented. Don’t miss it! 

Outline of This Episode

  • [0:58] What are referrals? How do they work in sales?
  • [1:43] Common mistakes salespeople make asking for referrals
  • [2:43] How salespeople can leverage social media to generate referrals
  • [5:20] Liz’s advice for those exploring referral-based selling 
  • [6:47] How to measure the success of a referral program
  • [8:49] The right way to ask for client referrals
  • [11:05] Best practices for asking for referrals 
  • [13:48] The role technology plays in referral selling
  • [15:10] Liz’s top 3 referral selling dos and don’ts
  • [17:06] Don’t be afraid to take a creative approach

How salespeople can leverage social media to generate referrals

Liz loves Brynne Tillman’s method of using social media for lead generation. Brynne will look through the clients that she knows are happy with her and looks at their connections. Who would be a good fit to work with? Then she’ll go to that client and ask them for introductions. 

Another strategy is to look at companies or people you’ve identified as a target and look to see who they know that you might know. You can then see if that common connection would give you an introduction. Make sure the connections know why you want an introduction. 

Liz points out that many people don’t use LinkedIn to build their network and it’s a huge mistake. Connect with everyone you know because you never know who they’re connected with. 

Liz’s advice for those exploring referral-based selling 

Liz recommends starting with people you think will be your best referrers. Do you want to call on existing clients? Do you have an existing client base? If not, who could refer business to you that you have credibility with? Write down what you want to say and how you want to say it. The more clear you are, the easier it is to do it. Build it into your process so that it’s comfortable and repeatable.

When Liz asks for a referral, she says something like, “I see that you are connected to so-and-so. I think that they could use my services. Do you think that’s true? Would you be willing to introduce me?” It isn’t pushy nor does it put the work on the person she’s asking. 

She points out that you should ask for a referral any time that it seems appropriate, usually when you’re engaged with the client and they’re happy. The biggest mistake is not asking for a referral. According to Joanne Black’s research, 97% of people, when asked, would give a referral if they liked the service and were happy with the company that they worked with. Yet on average, only 3% of customers are asked for a referral.

How to measure the success of a referral program

Referrals should be one of your lead sources. Liz not only tracks referrals but also tracks who referred that person. If you are tracking lead sources, you can track them through the client, account, and opportunity. You need to see what closes and keep your client apprised of the process so they aren’t out of the loop. 

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Nick Kane is a founder and Managing Partner of Janek Performance Group, a leading sales performance organization providing sales training and sales consulting solutions. Nick has more than 25 years of experience in sales and is a thought leader and authority, supporting hundreds of clients in optimizing their sales performance. Nick co-authored the book "Critical Selling: How Top Performers Accelerate the Sales Process and Close More Deals," and has penned hundreds of articles on sales performance.

Apr 12, 2023

Referrals are a recommendation from a satisfied customer or trusted network of people you interact with, i.e. your center of influence. If you’re in sales and you aren’t asking your customers or sphere of influence for referrals, you’re leaving money on the table. But what are the best practices for asking for referrals? Nick Kane shares his referral-selling dos and don’ts in this episode of Sales Reinvented. Check it out! 

Outline of This Episode

  • [1:04] What are referrals? How do they work in sales?
  • [1:34] Common mistakes salespeople make asking for referrals
  • [2:21] How salespeople can leverage social media to generate referrals
  • [3:10] Nick’s advice for those exploring referral-based selling 
  • [5:06] How to measure the success of a referral program
  • [6:07] Best Practices: The right way to ask for client referrals
  • [8:40] The role technology plays in referral selling
  • [10:20] Nick’s top 3 referral selling dos and don’ts
  • [14:29] A story that drives home the importance of creativity 

Nick’s advice for those exploring referral-based selling 

You have to make sure that you’re building strong relationships with customers, both existing and prospects. Provide excellent service and support and satisfy your client’s needs. How well do you understand their needs and pain points? Are you helping them solve their problems? A positive customer experience is the foundation of gaining referrals. Happy customers share information and open their networks to you. Secondly, you should create a referral program. Incentivize customers to send people your way. 

Best Practices: The right way to ask for client referrals

Salespeople tend to ask for a referral at the wrong time. Make sure you approach the customer at the right time in the right way. How you ask must be genuine. You need to establish a relationship first. Make sure the customer has a positive relationship with you and that you’ve done good by them. 

Salespeople also struggle to explain the value proposition and what’s in it for the customer. You need to find a way to make it advantageous for them to provide referrals. Ask tactfully and let the customer know what’s in it for both of you. Customers want their salespeople to be successful as long as you’re helping them to be successful as well. 

Who are your loyal and satisfied customers? Who's had the most positive experience and is most likely to refer others? Segment your database to understand who’s most likely to offer a referral. Who interacts with your prospect? Where are those conversations happening? How can you leverage influence from someone in a position of influence? 

You can also customers who have already referred others to refer more people. If they’re willing to refer their network, it can expand your referral opportunities. 

Why does Nick recommend surveying your clients regularly? Listen to the whole episode to learn more!

How to measure the success of a referral program

You should be tracking the number of referrals generated as a lead source in your CRM. Know exactly where those referrals come from. Follow each of those referrals through the pipeline. How many turned into opportunities? What is the size of those opportunities? How many converted into a sale? What is the customer lifetime value of the customer relationship? Treat the referrals as their own lead source and track them as such. 

Nick’s top 3 referral selling dos and don’ts

Nick shares some strong dos and don’ts every salesperson should consider:

  • Build strong relationships with existing customers by providing excellent service, excellent customer experience, and excellent support. Consistently ask for feedback to improve the customer experience. You need to be dedicated to serving your customers and helping them solve the problems and challenges they communicated during the sales process. You have to deliver on your promises to get referrals.
  • Find a way to educate the customer on the benefits of the referral program. Share how it works, and how it benefits them, and make sure you’re consistently providing clear instruction on how to refer others. When customers understand your program clearly, they’ll be more likely to refer others. 
  • Timing is critical. If you ask too soon, you come across as disingenuous and pushy. If you wait too long, you might miss the window of when they were the happiest. Find the sweet spot to ask and ask tactfully. 
  • Don’t ask for a referral too early in the customer relationship. Asking too early might damage the relationship.
  • Don’t assume that a customer is satisfied. Salespeople often mistake silence for happiness. Check-in and survey your customer consistently to make sure they’re happy and have what they need before you ask for a referral.
  • Don’t be insincere. Try not to be pushy. Don’t offer incentives that might come across as inappropriate or unethical. Some organizations have specific requirements or rules around what someone can receive for referrals, so be aware of that. 

Learn more from Nick in this episode of Sales Reinvented! 

Resources & People Mentioned

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Jamie Crosbie is a highly accomplished senior executive and motivational speaker with expertise in sales leadership, talent acquisition, and management. She has achieved significant revenue growth, managed large sales teams, authored books, and consults in sales talent acquisition, strategic planning, and Peak Performance Mindset® Workshops. Jamie's workshops help companies set new sales records and create a more positive sales environment.

Apr 5, 2023

People who refer someone to you are your greatest advocates. When you cultivate happy customers, you create an army of salespeople working for you. But how do you ask for referrals? Is there a certain time in the client lifecycle that’s the best to ask? How do you let a referral source know they’re appreciated? Jame Crosbie answers these questions—and much more—in the first episode of our new series on referral selling. Don’t miss it! 

Outline of This Episode

  • [1:04] What are referrals? How do they work in sales?
  • [1:54] Common mistakes salespeople make asking for referrals
  • [3:28] How salespeople can leverage social media to generate referrals
  • [4:09] Jamie’s advice for those exploring referral-based selling 
  • [5:04] How to measure the success of a referral program
  • [6:12] Best Practices: The right way to ask for client referrals
  • [8:48] The role technology plays in referral selling
  • [9:42] Jamie’s top 3 referral selling dos and don’ts
  • [11:48] Why adding value should be your #1 priority

Common mistakes salespeople make asking for referrals

Jamie points out that people don’t usually ask for referrals at the right time. You can’t ask for a referral until you’ve proven the value of your product or service. The other mistake is not asking for a specific referral. You can’t say, “If I can help anyone else, just let me know.” 

Instead, identify your ideal client profile and ask them if there’s anyone else in their organization or network that you can add value for. The last mistake Jamie often sees is that salespeople neglect to let their clients know that they appreciate their referral. That’s why Jamie advocates for a referral fee program.

How salespeople can leverage social media to generate referrals

You have to be a thought leader in the space where the people you’re trying to attract live. That lends you credibility. It might be posting blogs on LinkedIn or sharing marketplace data related to your industry or field. Maybe you’re a guest on a podcast. But you have to share things so they see you as a leader in your space.

Best Practices: The right way to ask for client referrals

Start with a strategy: Develop relationships with people who also seek out your ideal client. Put together a referral program, fee structure, and strategically go after those relationships as if they were a client for you. They become part of your sales team. 

Jamie likes to share testimonials and case studies with clients. She’ll then say something like “I’d love to add value like this to your network as well.” You must always make sure the conversation is geared toward adding value for their business. 

In every piece of positive communication, ask these questions:

  • How else can I add value for you?
  • Who else do you believe I could impact?

Always ask for the opportunity to make a bigger impact. Identify who has a similar client profile and get a touchpoint and strategy in place.

Secondly, stay in communication with your clients but avoid making every conversation about asking for a referral. 

How to measure the success of a referral program

86% of Jamie’s business is from referrals. It’s significant. But she’s well aware that it takes time to build referral-based sales. But Jamie also looks at client growth. Why? Your ICP might be a regional sales manager. That person’s organization may have 10+ other regional managers all working through different circumstances. Maybe one of them is about to be promoted. How could you impact them or their growth? 

What are Jamie’s top 3 referral selling dos and don’ts? Why is offering value her #1 priority? Listen to the whole episode to learn more! 

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