Congratulations!
All the time, effort, and energy you spent on chasing down the prospect, engaging with the decision-makers, properly qualifying the opportunity, crafting and delivering the presentation of your life, overcoming every objection, and finally gaining their commitment is reason enough to breathe a sigh of relief and start counting those commissions.
But wait; you haven't yet "closed the loop" on your sale!
All too often, many sellers are (justifiably) so happy when the deal finally closes that they simply thank their new customer for the business and invite them to "call if you ever need anything." But they're missing an opportunity for additional or incremental business or referrals to other potential clients if they don't complete the Post-Sell step of the Sandler Sales Process.
That step includes three critical elements:
- Setting the ground rules with the client for ongoing and incremental business (i.e., "What happens next?")
- Preventing "buyer's remorse" in the form of second-guessing their decision or, worse, leaving the door open for switch-pitching from a competitor
- Establishing expectations for future referrals and introductions.
Too many salespeople, however, treat referrals as an afterthought, something to request casually or only when business is slow. That's a mistake!
Consider the timing. You have just guided your customer through a thoughtful, consultative process in which you've built trust and rapport, uncovered pain, aligned on budget and decision, and delivered a solution that solves a real problem. If done correctly, the client feels understood and supported, and your credibility is at its peak. Is there a better time to broach the subject?
However, the key is not just asking for referrals, but how you ask. A vague request like, "Let me know if you know anyone who could use our services," places too much burden on the client. Instead, effective referral requests are specific and guided.
For example, you might say: "Based on the work we've done together, I typically help companies who are struggling with [specific pain]. Who else can you think of that might be dealing with something similar?"
Better yet, use this opportunity to set expectations for referrals and introductions as the relationship grows. Use this talk-track: "Mr./Ms. Client, at some point down the road, after we've had time to work together, would you be open to meeting for lunch or coffee to talk about other people you might know who could also use the kind of work we'll be doing for you?"
This removes any surprises later, gives them time to think about a possible referral, and sets expectations that referrals are a natural part of the relationship. More importantly, this approach builds a pipeline that is less dependent on cold prospecting and more rooted in trust-based relationships.
Treating referrals as a disciplined part of your post-sell step—not a random ask—can dramatically impact the growth of your business. If you're not consistently asking for referrals after delivering value, you're leaving one of your most powerful sales tools on the table.
