The discomfort with asking for testimonials is ours, not our customers’. They know why they’re happy with us, because they think about it consciously every time the competition calls. Our customers are happy to tell us what they love about us, if only we ask. But we don’t. So they don’t.

The discomfort with asking for referrals is ours, not our customers’. Our satisfied customers would be happy to connect us with their colleagues, friends, or associates, because they would look good. Ever been in a social setting when somebody asks about a chiropractor (or dentist, or painter) referral, and people trip over each other volunteering their provider? That’s how it would be with recommending you. Your customers would be happy to refer you, if only you asked. But you don’t. So they don’t.

The discomfort with following up on quotes and proposals is ours, not our customers’. My clients have followed up on tens of thousands of quotes and proposals, and the vast majority of customers are pleased to hear from them. My clients average closing about 20% of the outstanding quotes that they follow up on using my process. You know what that’s called? Hundreds of millions of dollars over the years. Almost all of my clients have uncovered new opportunities as a result of following up on old ones. Your customers would be happy to be reminded about their outstanding quotes or proposals with you, and about 20% would close, if only you asked. But you don’t, so they don’t.

This discomfort is ours, not our customers’. This discomfort is as much a detriment to your customers as it is to you. You are withholding your great value from the world. People don’t deserve that. And you don’t deserve to be missing out on all that revenue.

So get over your discomfort, go help more people (because that’s all we’re doing here), and enjoy all the revenue that results.