Four referral "classes"--which are you flying?

Business coach Jeff Blackman urges referral-seekers to "fly in friendly skies."  Jeff says there are four referral "classes":

1. Economy, where you get a name and telephone number from a referral source who does not want you to mention his or her name.  Basically, says Jeff, this type of referral is just another cold call.
2. Coach, where you get permission to name names along with that name and number. An upgrade, but still only a lukewarm lead.
3. Business, where your referral source also provides valuable information about the referred lead. Getting warmer.
4. First class, where Jeff says you want to be seated.  Here, he explains, you don't just learn something about the lead—you learn that he or she has a specific goal or problem with which you can help.

Now, Jeff is certainly on the right track.  But I take issue with the idea that his definition of "first class" is really the best you can do.  In my world, a truly "first class" referral is not a referral at all. It's an INTRODUCTION. 

That's right.  The best of all possible scenarios is one in which your referral source actually picks up the phone and tells her friend to call you, or better yet, introduces you F2F (face-to-face) over golf or lunch or at her next cocktail party. 

Why?  Because instead of the "credibility gap" you have to overcome when you make even a warm call to a "lead," an introduction imbues you with what we at Horsesmouth call "a credibility glow."

An introduction lets you bask in the warm light of your referral source's credibility, like the full moon reflecting the rays of the sun. Instead of worrying about convincing the prospect that you're worth his or her time, you get to focus on building rapport and asking good questions.

Now that's first class.  Mimosa, anyone?

Subscribe to our free referrals newsletter.