Got a referral? Here's the preferred approach

You got it. The most coveted prize in selling besides a sale. A referral. How do you approach this person? How do you maximize the selling power of this referral? Here are eight rules to ensure your success. Rule one - Go slow. Timing is everything. Don't appear to be too anxious to get the sale (money). Proper set up (giving some value first) will breed a long-term relationship (more money) instead of just a sale.

Rule two - Arrange a three-way meeting. Setting the stage for the first meeting/communication can make it or break it. All three people (you, the referral, and the person who referred them) together sets a perfect stage. Here are the preferred methods of a first meeting with a referral and customer in order of preference (and effectiveness). " Arranging a meal together (breakfast and lunch are more business, dinner is more open-ended and casual). " Arranging to meet at a networking event. " Arranging to meet at a social event (theater, ball game). " Getting a personal (in person) introduction. If those methods are not possible or practical, try these: " Getting a phone call to the referral from your customer telling of your impending call. " Getting a letter of introduction.

Rule three - You don't have to sell at the first meeting if your customer is with you. In fact the less selling you do, the more credible you will appear. You only have to establish rapport, some confidence, and

Rule four - arrange a second, private meeting where you can get down to business.

Rule five - Don't send too much information in the mail. The mail, like the phone is not where a sale is made. It's just a sales tool. Send just enough to inform and create interest.

Rule six - Write a personal note to the referral within 24 hours. Brief but positive. Don't slobber all over the note with thanks, and thanks again. Just tell him or her it was nice to get acquainted and you're looking forward to the next meeting.

Rule seven - Write your customer a note of thanks. Include a gift if the sale will be of some significance (a quality ad specialty - something with your logo printed on it, or two tickets to a ball game). Your thanks and gift will encourage the customer to get you another referral.

Rule eight - Over deliver! Failure to follow up and deliver as promised makes you and your customer look bad to the prospect. Failure to deliver also eliminates any chance of another referral. This rule is the most important of them all - it is a breeding ground for your reputation.

What kind of delivery reputation have you got? One final "real world" note. The least preferred or least productive way to use a referral, but the way it seems to happen most often, is a stone cold call (or letter) to a name, address and number given to you by a customer or friend. It is where the referral is lost. PLEASE: Be creative. Make it a meaningful and personal connection. Get some information about the referral and his company before the first contact is made. Don't fall into the trap of calling or writing and saying "I was given your name by ... " That sounds horrible.

Say instead, "Hi (hey), my name is Jeffrey, my company is Buy Gitomer and you don't know me from a sack of potatoes. I've been doing business with (name of customer) for some time now, and she thought I might be able to help you in the same way I've helped her. I just wanted to introduce myself and get your address to send you some information I think you'll find of interest."

Now say something CREATIVE to establish personal rapport from the information your customer gave you. Try to get the referral to laugh. Then say, "I'll call you back in a few days, and maybe we can talk over lunch. Thanks for your time." Don't be too windy. You're not going to make the sale on the phone. Say just enough to create interest and arrange an in-person meeting.

The referral is the easiest prospect in the world to sell. Ask any "professional" who hates selling (accountants, architects, lawyers) - they'll all tell you that 100% of their new business comes from referrals. That's because they're not capable of making sales calls and rely on the "fall-in-your-lap" method of selling. Take a lesson form these professionals - the referral is the easiest-to-sell most powerful sales lead on the planet. The real secret is how do you get them? Simple two-word answer ... earn them.

Jeffrey Gitomer is the author of "The Sales Bible" and "Customer Satisfaction is Worthless, Customer Loyalty is Priceless." President of North Carolina-based Buy Gitomer, he gives seminars, runs annual sales meetings, and conducts training programs on selling and customer service. He can be e-mailed at salesman@gitomer.com