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Build a Never-ending Referral Pipeline


Guest articles > Build a Never-ending Referral Pipeline


by: Daniel Milstein


Success is not something you can achieve on your own, it takes a collaborate effort of teamwork in a supportive business environment. In addition, once your business is on the ground, it takes referrals to keep it afloat.

Successful salespeople depend on referrals, rather than always chasing new leads. Obviously, it is good to develop new sources of business generated from advertising or lead lists, but referrals are usually a superstar's main focus. Adhere to this simple concept and your satisfied customers will tell family members, work associates, friends and others to do business with you. That loyal base will continue to expand, and eventually you will be fortunate enough to assist the children of your original customers.

In order to ensure that referrals multiply, you must first ask for them at various stages throughout and after the sales process. Strategic business partners and customers often need to be reminded that you appreciate them referring their friends, neighbors and work associates. Then you must stay in contact with customers on a regular basis so they will continue to refer you to others. I'm surprised that salespeople in various professions ignore this fact: if you don't pay attention to your customers, someone else will. However, I learned early on that as long as I provided customers with an affordable rate and personalized service, an expensive mailing campaign was not necessary. Staying in touch several times a year, through a brief letter or phone call, is usually sufficient.

Salespeople can't spend their entire career constantly chasing new leads. This is a waste of time and resources; in order to be successful you should prove yourself as an expert through your knowledge and customer service in order to build a strong base of customer referrals.


Daniel Milstein is the bestselling author of ABC of Sales. For more information, visit:

Contributor: Daniel Milstein

Published here on:

Classification: Sales



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