Page 13 - Business Growth Tipping Points - Sales

I am of course referring to REFERRAL MARKETING, a term that for many strikes fear in the heart and beads of sweat to appear on the back of the neck.
Some of the most fluent of sales consultants recoil at this strategy. We frame the experience in terms of convincing friends and relatives to part with their dosh just so that we can live the high life. It feels weak and we imagine the process as not much more than a transparent form of begging. It feels emasculating and totally absent of posture.
We, as seasoned professional communicators may fear nothing in the presence of total strangers, yet become a quivering mess at the thought of targeting referrals.
I say, we, and I am putting my hand up and admitting how completely pathetic were my endeavours to master this mystic art!
I have no interest in contemplating the reason for this reluctance, and no doubt you have even less appetite for reading anything I might have to share on the psychology of referral marketing reluctance.
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