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Meet the Author
PAUL McCORD is a speaker, sales trainer, and consultant with over twenty years' experience training sales personnel from every imaginable industry. His sales training and consulting company, McCord and Associates, is a Houston-based firm that focuses on helping small to medium-sized companies develop their sales teams.
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I purchased this book after reading about it in Selling Sucks: How to Stop Selling and Start Getting Prospects to Buy!. The manner in which Paul McCord systematizes referral generation is impressive. In addition to teaching referral strategies and techniques The book also contains sample letters, phone scripts, meeting scripts that tell the reader exactly what to say and write, which means you can gain immediate benefits (and referrals) without having to think of what to write or say. He teaches you how to set up your customers and prospects to plan on giving you referrals. He tells us common mistakes and the reasons we may have failed or only had sporadic success in gaining referrals as well as how to handle objections that may be encountered. For me the most powerful technique in the book is to tell prospects and clients that part of my compensation is referrals. I even include the referral requirement in my proposals. It is easy and works incredibly well. I have clients tell me that it makes very good sense to them and they understand they have an obligation to me they must fulfill. There is absolutely no pressure involved and it positions me as a true professional. If you follow this system, you will actually have clients telling you they owe you referrals. I also recommend the workbook that can be purchased separately. It includes additional letters, email scripts and materials from several different industries and professions that can be modified for any business. Read this book before your competition does!
I'm used to sales books having very little content. If I come away with three or four useful ideas, I think it's been money well spent. Based on my typical criteria, I should have paid much more for this book. With the exception of the chapter on why traditional referral training doesn't work (great chapter, but doesn't 'teach', it breaks down why referrals have been very hard to get for most salespeople), this book is nothing but great, useful, immediately applicable techniques and strategies. I wish more authors were concerned about giving real content and less filler. Paul McCord does just that--literally, from beginning to end.
I've built my business on referrals and thought I knew about everything there was to know. I've read all the other books, attended the seminars and bought the audio tapes. But this is by far the best on the subject. Mr. McCord has shown me things I'd never thought of or heard anywhere else. And he shows you exactly how to get the quality of referrals you want. I've already seen a difference in my business. I do wish the title were different. If the book hadn't been recommended by Wendy Weiss I probably would never have looked at it because the title sounds kinda like hype. But there's no hype here--just lots and lots of read meat.
Many books are written such that at the end of who knows how many chapters, I find out that the message could have been said in one page! I found this book to be 'all meat with no filler' in that the author layed out precisely why many sales people fail to get quality referrals and how to revamp the sales sequence to ensure that the client will happily provide numerous quality referrals. In my job as a Financial Analyst, someone once told me that there are two types of people, those who get referrals and those who are gone! I fully expect that what this book has taught me will make a HUGE difference for me in my career.
This book has alot of great and useful advice. The author really gives the details in how to get clients to give referrals. I thought the best advice was about how to build a relationship with the referred prospect off of the relationship the prospect has with the client. Very good book and I highly recommned it.
I think I've read every prospecting and referral book there is and this is unlike any other. It detailed why I've not been very successful getting referrals in the past and then told me exactly how to get them. I've only had it for a week and I've already gotten 17 referrals and 4 sales. I would have only gotten one or maybe two referrals during this past week without this book. Great stuff with real, usable information.