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Lead vs. Referral

Lead vs. Referral

By: Bethesda Business BNI  |  Posted: October 16, 2016

A lead is a piece of information.

A referral (in BNI terms) is someone who is expecting a call.

One great way to handle a referral is by email introduction.

And a great referral for Tracy would be an owner doing business in more than one state, and with complexities in their federal tax returns. AND that they are in the market for Accounting and advisory help! (this is key)

If you have this kind of referral for her, you can warm them up in email by mentioning these exact things. There are thousands of accountants in DC. But this is where Tracy specializes.

And when you see an email introduction come through, carefully consider how you are being introduced. Is it accurate? If not, help your fellow members to craft the right intro in the future.

Let them know if this was a good referral, and if not, what a good referral looks like. Steven Feys did a GREAT job explaining this in his follow-up email after his presentation in October 2016.

>And remember that as each of our businesses evolve and grows, a great referral in 2015 might not be a great referral in 2017.

One way to manage all of this information amongst 48 members , is to make sure that your description here on our BNI site accurately describes WHO you work with, and precisely what you sell.

So a referral is the opportunity to do business with someone who is in the market for your products and services and is expecting your call.

Quick review from the BNI handbook:
• I you give a referral, follow up to see if it was a good referral
• If you get a referral, make following up your highest priority
• Make “thank you” notes a habit. You can outsource this to if you can’t take this on. Or ask your VA to help
• The BNI average is 34% closed sales from referrals. This means you need to have an effective sales process nailed down. more on this in upcoming weeks
• If problems arise after closed business, handle them honorably and quickly

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