Referrals=Margin Opportunity

Let's break Sales into three groupings:

1. Sales from existing customers
2. Sales from new customers
3. Sales from referrals

Of the three, referrals often offer us the highest margins. Here's an exercise.

Look at your financial and business plans. Is there a line on the Revenue section for Referral business? Next, look at each of the business plans for each sales person. Is there a line for Referral business?

I'm betting the answer is "NO".

So, if there is no plan for referral business, by default we are saying on the highest margin revenue opportunity, we are leaving it to chance! Ouch. We all know these two axioms, and now is the time to put them in to practice:

1. Things that get measured get done
2. Inspect what you expect

Time to leverage our solid business relationships into more business on both the top line and the bottom line. Get more Referral business.