APPROACHING THE THIRD PARTY IRRESISTIBLY

I’ve been pretty much exclusively discussing the referral source to this point, so let’s proceed to talk about the new prospect. (What to call this person? Referrent? Referrit? Referee?)

I’ll simply use “referral.”

The referral can be approached in three basic ways:

1. An introduction from your referral source. This may be

• In person, in either office, off-site, at a social event, and so forth.

• By phone, with you on the call or not on the call.

• By e-mail, with you copied on the e-mail or not.

• By hard-copy letter, with a copy to you or not.

• Through a third party, e.g., “When you run into Jim next week, mention to him that a woman named Joan Reynolds may be calling at my suggestion.”

2. Permission for you to contact the referral directly, using your referral source’s name. This may include