Results, not just another business concern!

The following was originally written in 1984, and recently discovered as I was cleaning out boxes from a very necessary rearrangement of my office’s storage facility. Originally it was part of a sales manual that I wrote for a client. It is now part of our PMSP© book. Below find a precis. I include it here, as it was written, as a discussion of the various use of references in an interview situation. The interview process is nothing less than a “sales call” in action.

* All of the discussions at that time were always reduced to “five” sections, to remind me how many children I had to feed.

REFERENCE'S HIDDEN AGENDA

References.

This elusive hidden agenda item has its basic five unusually contradictory sets of requirements. Each of the five is so uniquely different from the other that to define references with this definition seems to be illogical. Furthermore, each by itself is a very logical part of the thought process of most potential clients and business owners.

The first part of the process is verification.

The second part of the reference cycle is the reinforcement stage.

The third part of the reference cycle is not incredibly unique. It's the elimination cycle.

The fourth part is after the client has already purchased the service, or at least signed the document. The client is attempting to validate or justify their decision.

The fifth part of the reference cycle is manipulation. The client is attempting to manipulate the salesperson, or embarrass the salesperson, or force the salesperson to jump through hoops in order to justify his existence.

There are times when the client requests the references specifically to see what the sales rep does with that request. Does he hem and haw, does he come to the point, does he provide the references, what is the company's policy with regard to references?

The client sees us as a very definite problem, a cost of time, as well as money, and not a "solution." This particular reference, the manipulator is designed as a test for the salesperson.

The wonderful thing about references is that they tell you in three cases out of five that the client does have interest. You, as the professional, have to distinguish what those needs are. The interrogatory process must also be used in determining why a client is seeking references.

Remember, be aware of the fact that there are five very different reasons why a client will seek a reference. Each one of these different sets of requirements gives you a clue into the buyer's soul.

To summarize: The valuator just wants someone to make him feel good. The eliminator has agreed with everything you have said and is using this as a way to get you out of his office. The reinforcer just wants to check that we are still in business. Each of the reference parts have a unique set of circumstances and requirements, which as a professional sales representative, you must be trained to see, hear, feel and analyze. After that analysis, you can respond. Just as in an objection, you cannot overcome it, you cannot overcome a reference requirement or request.

Just as in an objection, you cannot handle an objection, you cannot handle a reference request, nor should you try. Seek the clients advice in terms of the kind of reference he/she wants. You will have a good indicator in terms of the kind of question and the kind of reference the client is seeking.

REFERENCE'S HIDDEN AGENDA

For a more detailed discussion use this link for the Personal Marketing Strategy Program for Transition Candidates©