ProTalk: Can I Get A Referral Please?
By Rick Welling, USAREC, Doctrine Division
July 24, 2015
Every recruiter knows referrals are, by far, the best lead source and method for Army marketing. Why, then, do so many recruiters get so few high-quality referrals?
While some recruiters only manage to get a few names and phone numbers, other recruiters get several. Most of these referrals, however, are worthless -- just names and phone numbers of people or businesses who have no interest in, need for, or are not qualified to join the Army.
A few recruiters have discovered how to generate enough high-quality referrals to feed their funnel with high-quality applicants. They do this almost exclusively through their Future Soldiers, centers of influence, very important persons, and strong established networks.
Do they have a great secret which the majority of recruiters are not aware?
Actually, the answer is ‘yes’. They have learned through trial and error what works and what doesn’t concerning obtaining quality referrals.
What they learned:
1. Ask for referrals: Sounds stupid right? If you don’t ask, how do you expect to get them? Unfortunately, the majority of recruiters simply never ask.
2. Really Ask: Asking means making a direct request for referrals. Studies have shown, the majority of recruiters who make the effort to ask for referrals, don’t really ask -- they suggest.
They might say something like this, “Don, if you happen to run across someone who could use my service, would you give them one of my cards?”
The recruiter then hands the Future Soldier or COI/VIP a bunch of cards that usually go straight into the trash.
3. Ask more than once: Ask for referrals twice – it will generate better results than only asking once. When in doubt about whether you asked for a referral, ask again.
4. Let them know who is a good referral: Very few recruiters ever define what qualities they’re looking for in a referral, assuming the Future Soldier, COI, or VIP already knows. That is a bad assumption. These people are not in the Army. They do not always know the qualifying credentials needed for joining the Army. You have to let them know the type of prospects you are seeking.
5. Help them: Make suggestions. If your mission calls for high school seniors, ask Future Soldier high school seniors to refer some of their friends. Maybe you have someone in mind with whom you’d like to talk. Your point of contact just might know that person, or know someone who would be better for providing referrals. Ask them to introduce you to that person – don’t be satisfied with just getting a name, telephone number, or address.
6. Give them time to think: Do not ask for referrals expecting an immediate answer. When you put someone on the spot, they are not going to immediately think of a ton of great referrals. Ask, then let them know exactly when you will get back with them. They need time to think. They cannot come up with quality referrals in 10 - 15 seconds.
This holds true for appointments, as well. Ask for a follow-up appointment then tell the applicant to think about who they might know who could benefit from enlisting in Army or Army Reserve. Let applicants know providing referrals could benefit them and to please provide names during the follow-up appointment.
7. Don’t just get the names and phone numbers, get yourself introduced: A name and phone number is just a name and phone number. Get an introduction with the prospect through an email, phone call, a face-to-face meeting. Decide what is your best method for arranging an introduction. If they are a quality referral, someone capable of joining the Army, a formal introduction is warranted. Always remember that even a disqualified person can be a rich source of referrals.
Recruiters who generate large numbers of high-quality referrals have a detailed process they use for obtaining referrals from every person in their network, even from every prospect. They use tactics that range from buying lunches, awarding personal presentation items and certificates, to simple sending thank you letters.
They have developed a disciplined and effective procedure they use with each person that leads to a predictable end — receiving large numbers of high-quality referrals.
Regardless of whether you learn the TTPs of successful recruiters, you will immediately increase your number and quality of referrals if you simply implement these simple tips.
Remember to ask, ask, and ask again for referrals.
By Rick Welling, USAREC, Doctrine Division
July 24, 2015
Every recruiter knows referrals are, by far, the best lead source and method for Army marketing. Why, then, do so many recruiters get so few high-quality referrals?
While some recruiters only manage to get a few names and phone numbers, other recruiters get several. Most of these referrals, however, are worthless -- just names and phone numbers of people or businesses who have no interest in, need for, or are not qualified to join the Army.
A few recruiters have discovered how to generate enough high-quality referrals to feed their funnel with high-quality applicants. They do this almost exclusively through their Future Soldiers, centers of influence, very important persons, and strong established networks.
Do they have a great secret which the majority of recruiters are not aware?
Actually, the answer is ‘yes’. They have learned through trial and error what works and what doesn’t concerning obtaining quality referrals.
What they learned:
1. Ask for referrals: Sounds stupid right? If you don’t ask, how do you expect to get them? Unfortunately, the majority of recruiters simply never ask.
2. Really Ask: Asking means making a direct request for referrals. Studies have shown, the majority of recruiters who make the effort to ask for referrals, don’t really ask -- they suggest.
They might say something like this, “Don, if you happen to run across someone who could use my service, would you give them one of my cards?”
The recruiter then hands the Future Soldier or COI/VIP a bunch of cards that usually go straight into the trash.
3. Ask more than once: Ask for referrals twice – it will generate better results than only asking once. When in doubt about whether you asked for a referral, ask again.
4. Let them know who is a good referral: Very few recruiters ever define what qualities they’re looking for in a referral, assuming the Future Soldier, COI, or VIP already knows. That is a bad assumption. These people are not in the Army. They do not always know the qualifying credentials needed for joining the Army. You have to let them know the type of prospects you are seeking.
5. Help them: Make suggestions. If your mission calls for high school seniors, ask Future Soldier high school seniors to refer some of their friends. Maybe you have someone in mind with whom you’d like to talk. Your point of contact just might know that person, or know someone who would be better for providing referrals. Ask them to introduce you to that person – don’t be satisfied with just getting a name, telephone number, or address.
6. Give them time to think: Do not ask for referrals expecting an immediate answer. When you put someone on the spot, they are not going to immediately think of a ton of great referrals. Ask, then let them know exactly when you will get back with them. They need time to think. They cannot come up with quality referrals in 10 - 15 seconds.
This holds true for appointments, as well. Ask for a follow-up appointment then tell the applicant to think about who they might know who could benefit from enlisting in Army or Army Reserve. Let applicants know providing referrals could benefit them and to please provide names during the follow-up appointment.
7. Don’t just get the names and phone numbers, get yourself introduced: A name and phone number is just a name and phone number. Get an introduction with the prospect through an email, phone call, a face-to-face meeting. Decide what is your best method for arranging an introduction. If they are a quality referral, someone capable of joining the Army, a formal introduction is warranted. Always remember that even a disqualified person can be a rich source of referrals.
Recruiters who generate large numbers of high-quality referrals have a detailed process they use for obtaining referrals from every person in their network, even from every prospect. They use tactics that range from buying lunches, awarding personal presentation items and certificates, to simple sending thank you letters.
They have developed a disciplined and effective procedure they use with each person that leads to a predictable end — receiving large numbers of high-quality referrals.
Regardless of whether you learn the TTPs of successful recruiters, you will immediately increase your number and quality of referrals if you simply implement these simple tips.
Remember to ask, ask, and ask again for referrals.