Cold Call Confession | Performance Racing Industry
Cold Call Confession
By Corey Perlman on November 3, 2016

Editor’s Note: Corey Perlman will present an exclusive seminar, “Social Media Overdrive,” at the 2016 PRI Trade Show on December 10, from 8–9 a.m., in Room 242 of the Indiana Convention Center. In it, he will discuss best practices for your website, Facebook, Instagram and content creation.
I realized something today – I never buy from a cold call. Never have, never will. I get cold calls, cold emails, even cold knocks on the door. But I never buy. Not sure if it’s lack of trust, a frustration from the interruption, or just something inside me that screams WARNING WARNING WARNING!

But I buy products and services all the time. So the question is, when DO I buy?

95% of the time, I buy based on a referral. When a friend or family member shares their positive experience with me. That’s when I buy.

Sales experts often say that the way you buy is also the way you sell. This makes sense, as I took cold calling out of our marketing arsenal a long time ago. Almost ALL of our clients have come from a referral.

When we need to increase our referrals, here are a few things we do:

  1. We seek to give more referrals. #reciprocity.
  2. We ask. People are not motivated when they’re happy as when they’re unhappy. If we ask, they are usually happy to deliver.
  3. We ask when the time is right. Timing is everything. If you’re a car dealership, the best time to ask is after the “first drive.” It never gets better than that.
  4. We must ask on the platform where our customers and prospects are spending time.

Actions to consider:

  1. How often do you ask your happy customers (to refer your business)? Increase it.
  2. When is the right time to ask for a referral in your business? Make sure you have a process in place to request referrals at that time.
  3. Which platform (LinkedIn, Facebook, Google Local, Website, email, etc.) is the right place for you to get the recommendation? Use those platforms.

My favorite places to be referred:

  1. Over email
  2. Through a LinkedIn introduction
  3. Via a referral to our website and through our contact form

Go forth and give and get referrals!


About the Author
Corey Perlman's picture
Corey Perlman owns digital marketing group eBoot Camp, is author of Social Media Overload, and will present a PRI 2016 Seminar.
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