mastering the art of the referral tom stuker of stuker training tom stuker | stuker training |...

MASTERING THE ART OF THE REFERRALTOM STUKER OF STUKER TRAINING

Tom Stuker | Stuker Training | President | info@stukertraining.com

LEARNING OBJECTIVES

•How to effectively ask for a referral

•Why referrals are a must for salespeople

•Handling referral reluctance

•Calling the referral

•Following through with the referral

Tom Stuker | Stuker Training | President | info@stukertraining.com

Tom Stuker | Stuker Training | President | info@stukertraining.com

Live Demo: Quality

Conversations

Tom Stuker | Stuker Training | President | info@stukertraining.com

Ask Me for a Referral

Tom Stuker | Stuker Training | President | info@stukertraining.com

“Do you know anyone looking to

buy a new car today?”

Tom Stuker | Stuker Training | President | info@stukertraining.com

“Do you know anyonelooking to buy a new car today?”

Tom Stuker | Stuker Training | President | info@stukertraining.com

“Incidentally…Mrs. Smith, beforeI let you go, could I ask you a small favor?”

“Mrs. Smith, most of my business comes form repeat and referral customers just like you.

Who do you know-maybe a friend, a relative, neighbor,someone you work with, or maybe someone who you’ve talked to recently-who one of these days

might be thinking about a new or used vehicle for themselves as well (pause)?

“Mrs. Smith, who is the first person to come to mind?

Tom Stuker | Stuker Training | President | info@stukertraining.com

Why Ask for Referrals?

Tom Stuker | Stuker Training | President | info@stukertraining.com

• Easier to sell• Close at higher ratio• Better grosses• Higher CSI• More fun to sell• UNLIMITED OPPORTUNITIES

Tom Stuker | Stuker Training | President | info@stukertraining.com

Referral Reluctance

Customer• “I don’t feel comfortable.”• “Let me talk to them first.”

Salesperson• Uncomfortable asking/maybe this job isn’t for you.• Not having any success with current techniques/learn better techniques.

Tom Stuker | Stuker Training | President | info@stukertraining.com

Calling the Referral

If you come on too strong…

• Scare the prospect away

• ‘Burn’ your referral source

Tom Stuker | Stuker Training | President | info@stukertraining.com

Role Play

“Recently I had the pleasure of helping a friend/relative/coworker/neighbor/(name) with the purchase of a new

truck, maybe you’ve seen it.”

“Yeah, the red one…”

“Jim, I didn’t call to put you on the spot and I wouldn’t put Pete on the spot, he’s a good customer of mine. But, we were throwing some

names around and your name came up as SOMEONE WHO ONE OF THESE DAYS MIGHT POSSIBLY BE THINKING OF SOME TYPE OF

VEHICLE FOR THEMSELVES IS THAT TRUE?”

Tom Stuker | Stuker Training | President | info@stukertraining.com

Thank You for the Referral

Call your referral to thank them TWICE.

• First Contact- Immediately following your initial contact with the referral.

• Second Contact- After the final result.

“Wanted to update you…”“Thank you again…”

Tom Stuker | Stuker Training | President | info@stukertraining.com

Bird Dog vs. Unexpected Reward

Money doesn’t motivate people.

An unexpected reward is 10 timesmore POWERFUL than a pre-meditated bribe.

Tom Stuker | Stuker Training | President | info@stukertraining.com

Referrals are only half of a Quality Conversation

A quality conversation combines two distinct prospectingOpportunities:

1. Household Opportunities

2. Referral Opportunities

Tom Stuker | Stuker Training | President | info@stukertraining.com

Do the Math

1 salesperson X 1 ‘legitimate’ referral a day X 20 days = 20 Referrals

50% of the referrals = 10 Shows

50% of the shows = 5 Sales

5 sales X 10 salespeople- 50 Sales

50 sales X $2,000 = $100,000/month just from referrals!

Tom Stuker | Stuker Training | President | info@stukertraining.com

ATTENTION MANAGERS

Is owner follow up and prospecting at your dealership a job responsibility

or encouraged behavior?

In my world, with over 1 million a year inprofit by just asking for referrals…it’s a

JOB RESPONSIBILITY!

Tom Stuker | Stuker Training | President | info@stukertraining.com

Thank You

CONTACT INFO

Full Name: Tom Stuker

Company: Stuker Training

Job Title: President

Email: info@stukertraining.com

Share an important takeaway you received from this sessionusing hashtag #DD19 for a chance to win an iPad

Tom Stuker | Stuker Training | President | info@stukertraining.com

Delivery Prospecting