Word of Mouth 2.0: How to Multiply Your Sales Through the Power of Customer Referrals

Copyright © 2019 Adam McClellan.

All rights reserved. No part of this book may be reproduced, stored, or transmitted by any means—whether auditory, graphic, mechanical, or electronic—without written permission of the author, except in the case of brief excerpts used in critical articles and reviews. Unauthorized reproduction of any part of this work is illegal and is punishable by law.

This book is a work of non-fiction. Unless otherwise noted, the author and the publisher make no explicit guarantees as to the accuracy of the information contained in this book and in some cases, names of people and places have been altered to protect their privacy.

ISBN: 978-1-4834-9752-5 (sc)

ISBN: 978-1-4834-9751-8 (e)

Library of Congress Control Number: 2019901439

Because of the dynamic nature of the Internet, any web addresses or links contained in this book may have changed since publication and may no longer be valid. The views expressed in this work are solely those of the author and do not necessarily reflect the views of the publisher, and the publisher hereby disclaims any responsibility for them.

Any people depicted in stock imagery provided by Getty Images are models, and such images are being used for illustrative purposes only.

Certain stock imagery © Getty Images.

Lulu Publishing Services rev. date: 2/28/2019

A NOTE FROM THE AUTHOR

This book is intended to help you increase your referrals through social media platforms. It will guide you through the steps of preparing your social media page to be used for your business, what and when to post, and how to help your clients begin to generate referrals for you. I focus primarily on the solar industry and Facebook, but the same principles can be applied to any direct-sales job, product, or business, along with any other social media platform.

All images in this book come from my direct experience with clients on social media. I have chosen to blur images and last names because of copyright laws and to respect privacy, except where I was given express permission by my clients to share their photos and words.

FOREWORD

With eighteen years of experience selling and managing some of the highest-generating sales companies in the US, I’ve seen most sales techniques out there, and I’ve been able to track statistically how they have worked.

When I started with Vivint Solar, one of the first phone calls I made was to Adam McClellan. I wanted to bring him on as a sales leader because I knew the impact he could make on the company’s growth with his sales expertise. After bringing him on, Vivint Solar quickly grew into the number-one solar provider in New England and Massachusetts under his management.

Adam McClellan is a veteran sales leader with nearly two decades of direct-sales experience under his belt, both personally knocking doors and managing his own successful sales teams. He has continually been in the top 3 percent of the sales force and, more importantly, a leader and an example in the company. Adam has more than four hundred personal solar installations, and he accomplished this milestone within his first three years working for us. Prior to being promoted to director and then regional vice president, Adam managed the top solar sales team in the industry, which installed more accounts than any other team during the same time period.

With one of the highest NPS scores I’ve seen in a sales leader, Adam has become a highly successful regional vice president. With more than six hundred sales professionals under his wing, his regional offices are overseeing half of the company’s revenue and production.

Over time, Adam developed an innovative training program that utilizes social media to generate referrals that create higher sales conversion rates. This means less operational cost to support his sales pipeline. Adam has the unique ability to transform lower-producing reps into high-producing sales pros that end up sticking around long-term.

Now you have the opportunity to have this program and the benefits of Adam’s years of experience at your fingertips. With the success and growth we have seen at Vivint Solar, I can wholeheartedly endorse the effectiveness Adam’s method can have on your own business development.

Chance Allred

Chief Sales Officer

Vivint Solar

Chapter

1

Does Facebook Really Work?

In the world of door-to-door sales, Saturdays are the biggest day of the week. Saturdays are like Christmas, but they happen every week! Saturday is the day you turn a bad week into a great week and put an exclamation point on an already great week. Saturday is the day you catch both husband and wife at home, the day you can make sales from 9:00 a.m. to 9:00 p.m., the day you skip lunch because you don’t have time to take a break. Saturday is the most valuable day of the week, the day you never schedule appointments. Saturdays are for selling—selling triple or even five times the amount you sell on a week day. Records are set on Saturdays. Records are broken on Saturdays. I love Saturdays. Well, not every Saturday.

It was early February of 2013, and Governor Deval Patrick had declared a state of emergency in Massachusetts. A record-breaking storm had just dumped on the Northeast and hit the greater Boston area harder than anywhere in the country. As I watched the news Friday night in disbelief, Governor Patrick announced that all roads and highways would officially be closed the next day and anyone caught driving would be issued a citation. That didn’t really work for me. I was one sale short of hitting the incentive my company had given that week, an additional $500 on top of the sales commission. As I went to bed that night I wondered, How bad can it really be tomorrow? Regardless of the answer, I knew I would be going out to sell.

More than thirty inches of snow dumped on Lowell, Massachusetts, that night and continued on throughout the next day. When I opened my garage to head out for the day, I wasn’t sure my Prius was going to make it out of the driveway, let alone get to the area I was working at the time. Lucky for me the plows had hit some of the main roads, but the moment I turned into the neighborhoods, the roads became single track with four- to eight-foot snow banks on either side. There were no cars on the road due to Governor Patrick’s ban, but it was still a little nerve-racking weaving the Prius through the area.

My goal was to get my final sale for the week, get the incentive, and go home. Selling anything door-to-door is a challenge, but trudging through four-foot snow piles and wind drifts to get to front doors is an entirely different struggle. Homeowners looked at me as if I was an alien when they answered the