Referral Businesses Don't Know How to Sell (Here's Why)

If you own a business which is completely reliant on referrals, chances are you don't know how to sell.

Selling is a different skill on its own.

Let me put it to you this way. There's completely different agencies and positions called sales agencies and sales positions.

And what they do and what they're good at is selling specifically.

So you might be sitting there wondering, okay, leads is my issue right now. Why am I not getting qualified leads? And that is the primary reason I'm not closing any of the deals.

And that may be true to a certain extent.

But when it comes to cold traffic and cold audience, there's only so much you can do to the point where you're convincing someone to buy beforehand.

But once they're on the actual call with you, once you've actually had a lead who's shown general interest and went through all of your processes, then comes a part where you need to sell them on your services or whatever you do to make sure that they actually purchase.

What does your discovery process look like?

What does your pitch look like?

What does your objection handling process look like?

Are you discovering enough? Are you putting enough pain? Are you developing enough pain in that specific call?

The solution needs to be presented in a way where they say yes immediately.

Because here's the thing.

Whenever a referral lead comes in play, they're already a trusted source.

You've already done good work for another client for them to want to come to you because they're coming from a trusted source.

It doesn't require any skill to close that specific person.

You just need to know what they want, what they're looking for, just know the prices, and that is pretty much it.

And chances are, they already know how you work, what the prices are because they've done their due diligence beforehand.

When it comes to the online world, it is not like that.

You need to have the entire process.

I wish every single lead was a referral type quality lead, but referral type quality leads are the best leads.

That's why you have high close rate percentages when it comes to referrals.

So we started telling clients, hey, if you close on referrals mainly, you need to make sure that you work on a sales process.

We've also partnered with sales coaches for our clients who are generating good enough leads, but they can't close.

So we can just tackle one problem at a time.

Because as soon as you've handled the qualified leads issue and the sales closing issue, you're pretty much off the races. You're ready to go.

Because the clients that we have who have a good sales background, they always crush.

They follow all the best practices. They know what they're doing. It's always a very seamless experience.

And I want to make sure that you understand this as well.

Sales process is extremely important.

Here's what most referral based businesses don't understand.

Referral leads are easy. They come pre sold. They already trust you. They already know your prices. They already know how you work.

You don't need to sell them. You just need to show up.

But cold leads? Cold leads from paid ads? Cold leads from social media?

They don't know you. They don't trust you. They don't know your prices. They don't know how you work.

You need to sell them.

And if you've never had to sell before, you don't know how.

You don't have a discovery process. You don't have a pitch. You don't have objection handling.

You don't know how to develop pain. You don't know how to present the solution in a way where they say yes immediately.

And that's why you're not closing.

It's not the leads. It's your sales process.

Or lack of one.

So if you're a referral based business trying to scale with paid ads, you need to work on your sales process first.

Because cold leads are not referral leads.

And if you don't know how to sell, you're going to struggle.

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