Human beings don’t like stressing relationships by saying “no”; in fact, we are hard-wired to agree with and cooperate with people we know or work with. This is how our species has survived and prospered—through a natural tendency to cooperate with those we are connected to. And this is the instinct that coaches and trainers try to activate when they tell you, “Clients who are satisfied with your services will be naturally inclined to make a referral to you if only you will ask.” What’s missing from this analysis is theimportant, two-person aspect of making a referral: there’s another person involved!
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