Written by Jamie May
If you want to understand where your best customers actually come from. Work backwards through your pipeline, start with your best sales and trace where the lead came from.
I’ve done this exercise hundreds of times across different businesses. The answer is almost always the same. The best customers, the ones that converted fastest, best profit, stayed longest and caused the least grief, came from a personal introduction or recommendation.
Why Introductions Convert So Well
A cold prospect has no reason to trust you yet. An introduced prospect arrives pre-qualified. If they respect the person who made the introduction, some of that respect lands on you before you’ve said a word.
That changes the entire dynamic of the first conversation. You’re starting the sales conversation half way along the customer journey.
How to Ask for an Introduction
Most people wait for introductions to happen organically. That’s leaving your best lead source to chance. Its a really deliberate and high priority task in basic account management, but it takes deliberate practice and timing recognition.
The better approach is to be specific. Don’t ask a contact to “keep you in mind.” or some wet-noodle half-arsed attempt. That’s forgettable and vague. Instead think about exactly who you want to meet and ask directly. usually when you finish a project, or a week after a sale. It’s just a simple question but you need to ask.
“Do you know anyone that could use our company you’d be comfortable introducing me to, I’m happy to anonymously reach out?”
“Use this code to recommend a friend and receive $50 discount’.
SMS post service “how was our service google reviews link”.
Most people are genuinely happy to make an introduction when you make it that easy for them. I had one plumber send half a dozen demanding SMS that I give a positive 5 star review, which just earned him a one star review, so don’t overdo it.
Making It Easy for Them
Give the person making the introduction something to work with. A one or two sentence description of what you do and who you help means they don’t have to think too hard about how to position you.
Manhy of my own clients have asked me to rough draft their own review. “Jamie runs Outsold, they help small businesses find new clients. Worth a coffee if you’re looking to grow.” That’s enough. Don’t make them write your pitch for you.
The Takeaway
This week trace your last five best clients back to where they came from. If introductions are at the source, which they probably are, then ask yourself how much deliberate effort you’re putting into generating them versus every other prospecting channel you’re running.
Then pick three people in your network and ask them specifically, not vaguely, for an introduction to someone they know. Make it easy for them to say yes.
Your best new customer is probably one conversation away from someone you already know.
