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Getting More Referrals and Introductions

Welcome to Selling the Sandler Way, with your host Dave Mattson, the president and CEO of Sandler Training. He is a five-time bestselling author, speaker, trainer, and consultant to hundreds of international organizations. In this show, he talks to other Sandler trainers about the Sandler selling system.

ways to get more and better referrals

In this episode of Selling the Sandler Way, Dave Mattson, the President and CEO of Sandler Training explores the Sandler Selling Philosophies behind the Sandler Selling System with Chuck Polin, a Sandler Trainer.


Referrals and introductions should be central to building a quality pipeline for our business. In my research, most of us are leaving up to 75% of the available referrals and introductions on the table. Most of us get referrals and introductions even if we do not ask! However, having a well-thought process and goals for pursuing them can dramatically increase our referral business. 

Business man takes notes while talking on his cell phone

Everyone knows someone. Actually, everyone knows several someones. Your customers - as well as the prospects you call on - have some contact with, or at the very least know of, people who can benefit from your product or service. Unfortunately, they are not programmed to automatically disclose the names of those people to you. That doesn't mean that they won't; you must initiate the action.

I had an interesting conversation at a social event that made me recognize that I, along with people in general, seem to want to make decisions for other people. This is an interesting observation from a sales perspective and it's also applicable in our everyday lives.

Let me share the story:

If your sales objective is to make the sale regardless, get the biggest order possible and structure the best deal for your company, then your entire focus is really on you.

As a sales trainer with Sandler Training, I spend a lot of time talking to my clients and I get paid to work with them in four areas of their business: Strategy, Structure, Staff and Skills. Because I spend hours talking to them, I learn quite a bit. And despite that fact, they still manage to surprise me with the questions they ask me.