Big Whale Accounts Are Great, But Developing Relationships with Referral Sources Can pay the Bills
March 7, 2011

When you work in sales one of your primary goals is to get big accounts and yearly contracts: “the big whale accounts.” However, it is also important to keep an eye open for smaller, regular, everyday opportunities because many times these are the ones that pay the bills.

While working as part of Randolph Sterling’s outsourced inside sales team for a plumbing company, I was having a slow day searching for prospects in all the usual places one would think of for that industry. But then I came up with this idea of calling insurance offices and trying to get our client’s number and information on their recommended vendor lists.

At first, I wasn’t even sure insurance offices kept such lists, so I called my own insurance company, asking for a referral for plumbing companies, just to see how it worked, or if they even gave referrals. Sure enough, they did. While on the phone, I asked to see how they got those numbers and why they recommended them. Most of them came through referrals and good customer feedback. They then even offered to send me an email with a list of good plumbing companies in my area.

The next step was to begin working to get our client onto the referral lists of the insurance offices in their area. Now, no, getting our client onto these lists is admittedly not the same as winning the big account or yearly contract, but when you do work that people need to have done every day, you cannot deny the value of having your name and contact information being given out by the those first contacted by the people who need your help. These insurance agents get to provide an even better service for their clients by researching and recommending service providers, thus differentiating them from their competitors who don’t do more than just collect premiums every year. Our client gets another sales team (in addition to us, of course) who is keeping their name top of mind when people need them.

It may not be “the big whale account,” but developing relationships with strong referral sources can definitely positively assist your bottom line.

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