Section 4 Content

PROSPECTING FROM CURRENT CLIENTS 

Your current advertisers and underwriters are some of your best sources for additional leads. How? They can provide you with third person referrals so your calls on new prospects become "warm knocks" instead of "cold calls". Here are some basic do's and don't when prospecting from current clients:

• DON'T ask for a favor from your source ... "Hey - Who do you know who would be good leads for me?" 
              DO use a bridge and benefit. "This has worked really well for you, hasn't it? What other businesses do you know who would benefit from the same type of program?"

• DON'T ask for recommendations.
              DO ask, "Who has circumstances similar to yours?"

Once you've used those questions to secure some names, here are some follow-up steps:

Try to avoid the word "referral" or "sell" in the process. You don't want to leave your client feeling like they've sicced you on somebody else. Instead, say, "I was thinking of including them in a promotion we're doing in first quarter."

Once given a name, don't stop there. You can probably get more. "Anyone else come to mind?" "Any other thoughts?" And don't stop with just the name. Learn what you can about that person. "How are you connected?" "What's he like to do?" "Any clubs he's in?" And, besides offering appropriate thanks, say, "Is there any reason I shouldn't mention that we're working with you and that we've talked?" (better than "Okay if I mention your name?")

By Michael Miller, Vice-President - Salem Music Network, Vice-President Salem Publishing, Vice-President/General Manager of Nashville's 94FM the Fish