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Beyond Referrals: How to Use the Perpetual Revenue System to Convert Referrals into High-Value Clients by Bill Cates

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6 INTRODUCTION BASICS

TURN REFERRALS INTO INTRODUCTIONS

I believe crafting the introduction should be a collaborative process between you and the referral source. Sometimes our referral source knows exactly what to say to a friend, family member, or colleague to put us in the most favorable light and pique the person’s interest in hearing from us. Sometimes not. The right introduction can make or break the referral process, and so we can’t leave it to chance.

I’ve seen many people, adept at getting referrals, have their introductions break down. I almost never call prospects without being introduced in some way first. (Almost never. Sometimes I have to just get on the phone and get the conversation going.) To my way of thinking, a referral doesn’t ...

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