Specialists Win More Referrals

By Ivan Misner of Entrepreneur.com



You may perform a variety of services or offer a range of products, but if you want a referral, your description of what you do should be detailed and focused on a single aspect of your business.

Your referral sources will find it much easier to get you an appointment with a prospect if your sales message addresses the prospect's specific needs. You're an office-furniture wholesaler? No help. You specialize in custom-designed, made-to-order desks, shelves and file cabinets in large lots? Bingo. You've snagged an appointment.

It seems counterintuitive, but in reality the more specific your description, the more likely you will receive referrals. People tend to say they do everything because they want to throw as broad a net as possible, catching everyone.

The problem is, a really broad net has big holes in it. When you say, "I'm a full-service printer; I do everything," that doesn't mean anything to your prospects, or to those who refer you to them. What they're thinking is, I don't need a full-service job. All I need is a particular kind of print job....