There's very little room for debate over the value of a prospective customer who's been referred to you versus one who you are soliciting on a cold call. Customers who are referred to you are most likely to buy your product based upon their trust of the person who told them about you.

In his book, "Little Platinum Book of Cha-Ching!", Jeffrey Gitomer breaks down the term "referrals" into two types; Solicited, and Unsolicited. Referrals defined as Solicited are those that you asked a current customer for. Unsolicited referrals however are those that come to you by word of mouth advertising, those that you didn't ask for.

Which of the two do you receive the most of? Do you get unsolicited referrals on a regular basis, customers just calling you up as a result of your reputation with your current customers?

"Unsolicited referrals are like a business report card", says Gitomer.

The answer to this is really quite simple but eludes many businesses and salespeople. It takes a little more work but in the end it's very much worthwhile.

We live in a time when many of us have forgotten who writes our paychecks. If you are of the belief that it's the boss, you are correct, but only if you believe that the boss is the customer.

As a customer, how do you feel about these greetings?

"For Sales, press 1; for service press 2; for a live voice please hold and one of our representatives will be with you shortly." So you press 1, and are greeted by a voicemail message. Then press 0 to get a live voice. Then wait until the receptionist tries to find someone who can help.

"I'm sorry I missed your call, I'm either on the phone or in a meeting..." As a customer, do I really care why you're not taking my call? Wouldn't I be more interested in information as to how I can talk to someone who will take my call?

"I'm sorry, there's nothing we can do." How do you feel when you hear this as a customer?

"I can't help you, it's our company policy."

"Parking Reserved President." All others will be towed.

The list goes on. How to these greetings make you feel as a customer? Do you feel wanted? Needed? Do you feel that you want to hand over some of your hard earned money to these folks? Or worse; how do you feel if you have handed over your hard earned money, and you are a customer? Would you refer a friend or business associate who holds trust and value in your opinion to companies that treat their customers this way? How are customers greeted in your place of business?

Getting referrals is all about going the extra mile for your customers. Following up with your customers on a regular basis to ensure that they're not only satisfied, which is the very least that they should expect, but that they are pleasantly surprised that your service is even better than they expected. If you can do this, that is to say, put the customer's best interest clearly ahead of your own, you're likely well on your way to an endless supply of referral business.

Just think how well we, as customers would be treated, if everyone in business committed to gaining unsolicited referrals.

"Customer Satisfaction is Worthless, Customer Loyalty, Priceless", by Jeffrey Gitomer.

"Little Platinum Book of Cha-Ching", by Jeffrey Gitomer.

You might also enjoy, www.Gitomer.com