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If you look close enough to this picture:

you will see my name “SANSONE” etched into my new Cutco Cutlery set. What’s amazing to me is that I didn’t think I needed a new set of knives, I certainly didn’t have any difficulty cutting my last steak.

So why do I own them ???? Because Cutco is smart enough to train their college-age, door-to-door salesman to ask for referrals. That’s right, my wife’s name was given to this young man from one of her friends and he cold called my wife and asked to set up a presentation of his company’s product. He was knowledgeable, polite and asked for the sale. Then after he got the sale he said “most of my business comes from referrals; who do you know that might be interested in a new set of knives? My wife was so satisfied she happily referred a few or her friends, not sure if any of them bought but that really doesn’t matter. What matters is that Cutco is smart enough and disciplined enough to make it part of their sales process to always be networking and ask for referrals from their satisfied customers.

The question I put to you is: why can’t we get our salespeople to ask for referrals? We all know that referrals close at a higher percentage, have a higher gross profit margin, have a higher CSI and cost almost nothing to get. You would think that this would be one the first things we teach our sales people like Cutco taught their part-time employee.

Can you imagine how much fun we could have and how much money we could make if more of our showroom traffic were referred from satisfied customers, as opposed to the price banging we all do with the online shoppers.

We all know the answer to the question…. It takes a process, training AND work. Every one of us knows a few salespeople who ask for referrals religiously and they are our top producers. Why not demand the same from all of our salespeople. Let’s at least try!!

Paul Sansone Jr.

 

Views: 44

Tags: EZ, Referral, cutco, dealer, leads, principal, referrals, retention, sales, sansone

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Comment by Ken Beam on February 18, 2014 at 2:51pm

Nice thread Paul. Lot of good points.

When I was on the "Floor" I had a very very impressive amount of referral business............. and ya know????? I never had to ask........ know why??? Because I cultivated a relationship-selling concept early on & customers acknowledged my sincerity. I always believed if you treated people honestly & were sincerely interested in helping them & not just "sellin` a car" AND REALLY LISTENED TO THE CUSTOMER, that ultimately this would come back & reward me later. Certainly was especially when you had a rough winter,...... and someone walked in the showroom asking for you & said, "So & so sent me to see you Ken".

Want to know what really left an impression???........something really really simple.............. Thank You cards. Yep....... EVERYONE that I spoke to, I hand wrote a Thank You card for stopping in and allowing me to speak with them. I can`t tell you how many people would return (Be-backs) & a lot of times the first thing they would mention was that little thank you card. Nowadays everyone has Smart Phones & there is just a wealth of different ways to reach customers via all of the various forms of digital communications that we have. But a long time ago.......... something as simple as a thought-out, hand written Thank You card left quite an impression on many of my customers. 

Old school???? Yeah............... maybe........ but maybe the "Magic" was in the basics back way back when...................

Like I said, nice thread Paul.................

Ken-

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