The Language of Referrals

By Bill Cates

Never be at a loss for words again!

The secret to generating referrals and transforming personal introductions into new clients boils down to two key traits: confidence and fluency.

It's all about mastering what you say - and how you say it - in a manner that inspires action while rem

• Language: English
• Publisher: Thunder Hill Press
• Release date: Mar 29, 2024
• ISBN: 9781888970081

Book preview

Copyright © 2024 by Bill Cates. 

All rights reserved. Except as permitted under the United States Copyright Act of 1976, no part of this publication may be reproduced or distributed in any form or by any means, or stored in a database or retrieval system, without the prior written permission of both the author and the publisher. If you would like to quote from, excerpt, or otherwise use material from this book, please contact [e-mail].

Thunder Hill Press

705 Childs Point Road

Suite 102

Annapolis, MD 21401

Printed in the United States of America

First Edition: 2024

1 2 3 4 5 6 7 8 9 10

ISBN: 978-1-888970-06-7 (paperback)

ISBN: 978-1-888970-05-0 (audio book)

ISBN: 978-1-888970-08-1 (electronic book) 

1. Business 2. Marketing 3. Sales 4. Professional Services 5. Small Business

Book Design by BookBaby

Edited by Sandra Beckwith, Jennifer Kreitzer, and Terri Frederick

This book is dedicated to all the hardworking, honest, and caring financial professionals on a mission to help their clients make educated decisions that are in their best interest. These ethical financial professionals help families establish financial dignity, financial freedom, and legacies of family wealth.

TABLE OF CONTENTS

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INTRODUCTION

PART 1

Develop the Right Inner Script

Identify and Remove Limiting Beliefs and Mistaken Assumptions

When it comes to establishing the processes and habits necessary to become proficient in generating quality introductions, most financial professionals operate from limiting beliefs and mistaken assumptions that compromise their results. It’s time to remove any counterproductive self-talk and perspectives and replace them with the inner language of more expansive thinking that will let you bring your value to those who need your guidance. This will, in turn, help you build a successful business.

PART 2

Become Super Referable

Maximize Client Engagement to Get More Unsolicited Referrals and Introductions

As you consider implementing strategies and tactics designed to generate more introductions to quality prospects, you need to ensure you are as referable as possible. Becoming super referable requires creating more engaged clients — clients who feel good about your value and who like and trust you. Learn the language of becoming super referable in the eyes of your prospects, clients, and centers of influence.

PART 3

Promote Introductions

Plant Seeds and Trigger Spontaneous Referrals Without Asking

Promoting introductions allows you to present the concept of referrals and introductions quicky in a new relationship while you build a productive culture of personal introductions over time. Learn the language of promoting introductions to create spontaneous opportunities.

PART 4

Ask for Introductions

Be Proactive Without Pushing, Begging, or Feeling Creepy

Yes, there is a way to ask for introductions without looking like That Creepy Referral Guy. It’s not rocket science. It’s about learning a proven process and gaining the confidence to consistently use that process to produce results. Learn the language of asking for introductions to make your conversations natural, authentic, and effective.

PART 5

Navigate Concerns and Objections

Explore, Understand, and Reframe

When you use the processes and language in this book, you won’t encounter much reluctance or outright resistance. With that said, knowing how to converse with your clients who are reluctant to make introductions — in a non-aggressive and professional manner — will boost your confidence and results. Learn the language of exploring, understanding, and reframing referral reluctance.

PART 6

Secure an Effective Introduction

Get Connected with Compelling Relevance

This is where many financial professionals get stuck and see their results fall short. Having clients who are willing to refer is not the same as having clients willing to work with you to create effective introductions. Your process is not complete until you get connected to your new prospect. Learn the language that will help turn a willingness to refer into solid connections with prospects waiting to hear from you.

About the Author

Compliance Disclaimer

This book is written for financial professionals, though all of the principles and most of the tactics can apply to just about any professional relationship.

Although I’ve written this book with compliance considerations in mind, firms and jurisdictions differ in what is permitted.

If you have any doubt about whether what you might say or write to a prospect, client, or center of influence is compliant, please consult with your compliance or legal department.

For Faster & Deeper Learning…

Listening to the audiobook while you read the paperback or eBook will increase your reading speed and your retention.

This is because what you read and what you hear are stored in different parts of your brain.

This is not a ploy to make more money. (I don’t make very much from the sale of the book, anyway.) I want you to make the most out of your learning experience that then translates into more effective action and measurable results.

If you are blessed (or plagued) with a little bit of ADD, as I am, you’ll be amazed at how this strategy can really make a difference for you.

When you consider how much money the ideas in this book are going to make you, this is a small investment in your business.

INTRODUCTION

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Referrals Are Worthless

Say what? Bill, you’ve got a lot of nerve titling this book ‘The Language of Referrals’ and then, as soon as I start reading, you tell me that referrals are worthless. What gives?

There was a time when what was often called a referred lead would produce decent results. Your client would say, Call George. Use my name. You would do that … and George would actually answer the phone.

But these days, George doesn’t pick up his phone if he doesn’t know who’s calling. If you’re dialing his mobile phone and your name isn’t in his contact list, he won’t answer. When he listens to your voicemail — or should I say if he listens to your voicemail — he’ll be wondering, Why did Jennifer give my name to this person? What am I supposed to do now?

Yes. Word of mouth can create some results in establishing connections with an ideal prospect. However, in financial services, word of mouth and referred leads rarely produce the quantity and quality of new prospects you need – especially early in your career.

Start Using Introductions

In my book, Radical Relevance, I wrote, The straightest line to relevance with someone who doesn’t know you is an introduction from a trusted source. The way of the world — especially your world — is meeting people through other people. And a personal introduction is the warm way you get into their life.

In this world of marketing message overload, we need to think in terms of making connections with prospects. We must focus on securing effective introductions that facilitate those connections.

So, from now on, when you’re with a prospect, client, or center of influence, and the topic of meeting new people comes up, use the word introductions instead of "referrals. Use the word that represents what you really want: an effective introduction. Make sure you find yourself saying things like, How would you like to introduce me to Zemira? or, My guess is that Laura would like to hear from you before she hears from me. Let’s discuss the best way for you to introduce me to her."

In addition to simply gaining the prospect’s attention, introductions are important because:

1. People want to protect their relationships. They want the handoff to go smoothly and be well received.

2. A well-crafted introduction will do more than help you get your foot in the door. You’ll also be starting off with an endorsement or recommendation from the introducer, so moving to the next step in your new relationship becomes much easier.

When you’re speaking to anyone who has the ability to connect you with someone who should be aware