The elusive referral - that golden ticket to new business that every entrepreneur and salesperson covets. It's like trying to catch a unicorn, except this mythical beast is far more frustrating and way less cute. Asking for referrals can feel about as comfortable as a root canal, but fear not!
This blog will guide you through the art of shameless self-promotion without coming across as a desperate, commission-hungry vulture. Sure, you might still feel a teensy bit awkward, but at least you'll know how to navigate the referral waters with a touch of finesse (and maybe even a sprinkle of dignity).
Why Referrals Matter
Let's be real, folks - in today's oversaturated market, simply existing as a business is about as useful as a chocolate teapot. You could have the most groundbreaking product or service known to humanity, but without a steady stream of new leads, your brilliant idea might as well be stuck in purgatory.
That's where referrals come in, swooping in like a superhero to save the day (and your bottom line). Referrals are the ultimate trust signal, like a glowing recommendation letter from your best friend. After all, people are way more likely to take a chance on your offering if it's vouched for by someone they know and respect.
Over 92% of consumers trust referrals from people they know and word-of-mouth marketing generates more than twice the sales of paid advertising.
In fact, among companies with a solid referral program, 60% see higher close rates, 59% have better customer lifetime value, and 71% see higher conversion between contact to paying client.
When you can accurately target customers who are likely to make profitable referrals, you will earn a better return on your marketing investment. When done correctly, referrals are one of the most powerful forms of marketing and among the least expensive. The ROI of a referral is significant because the cost of sales is low and the sales cycle is generally shorter.
-Laura Patterson, President of Vision Edge Marketing
But referrals aren't just about acquiring new customers - they're also a testament to the quality of your work. If clients are happily passing your name along, you must be doing something right (or at the very least, not royally screwing things up). In an age where online reviews hold more power than some nation states, having a cadre of loyal advocates is more valuable than a vault full of gold-pressed latinum.
How To Identify Referral Sources
Now that we've established why referrals are the holy grail of new business (you're welcome), it's time to tackle the next hurdle - figuring out who the heck to ask. Blindly bugging every person you've ever made awkward small talk with at a networking event is a one-way ticket to burning bridges faster than an undergrad at a beach bonfire.
The key is to be strategic about your sources. Start by looking at:
Your existing client base
Chances are, some of your best referral sources are staring you right in the face. Which clients have sung your praises from the rooftops? Who has already casually name-dropped you to their friends and colleagues? Those are the folks you want to focus your efforts on.
Your current clients already know, like, and trust you. But maybe they don't think often about referring your company name. Researchers Rachel Gershon, Zhenling Jiang, Will Fraser, and Jitendra Gupta recently explored one way to remind current customers of the power of a good referral.
We also identified a simple intervention to increase referrals, based on our insights into the psychology of referring. In an experiment with over 10 million customers, we sent half of the referred customers a standard push notification asking them to refer their friends and sent the other half the same push notification, but added a reminder that they originally joined through a referral. Adding this simple reminder led referred customers to make 21% more successful referrals. This taps into the psychology of referring by making the norm of referring more salient and increasing their comfort level in referring others.
Your personal network
Take a look at your personal network too - former colleagues, that roommate from college who's now a bigwig at a major corporation, even your overly-involved mother-in-law. Basically, anyone who knows you, likes you, and can vouch for your skills is fair game.
Once you've made your list of prospects, it's time for some honest self-reflection. What specific types of clients or projects are you looking to attract more of? An enthusiastic referral from someone completely outside your target market isn't going to do you much good. Prioritize sources that are likely to yield the leads you actually want.
With a carefully curated list of warm referral sources at your fingertips, you're one step closer to new business bliss. Now, all that's left is to muster up the courage to actually ask...
How to Ask for Referrals (Step by Step)
Alright, you've identified your primo referral sources and steeled your nerves. It's go time! Here's a step-by-step guide on how to ask for those all-important referrals without seeming like a mooching scrub:
1. Set the stage
Don't just dive in and ask someone to be your referral puppet out of the blue. Slide it into an existing conversation, or request a quick catch-up call/meeting under some pretense like "getting their thoughts" on something. People are more receptive when they're not feeling blindsided.
2. Butter them up
A little strategic ego-stroking never hurts. Compliment their success, their expertise, their impeccable taste in footwear - whatever you need to do to get them feeling puffed up and primed to be helpful.
3. Make your pitch
Time to shake those pom-poms! Explain that you're looking to grow your client base and thought of them because a) they're wildly successful, b) they know good work when they see it, and c) maybe you helped their child with their math homework that one time. Drive home why you'd be so grateful for their referral.
4. Be specific
Don't leave it open-ended! Spell out exactly what you'd love their referral for - new clients in a particular industry, contacts at their company for an upcoming bid, a donate-your-first-born situation. OK, maybe not that last one, but you get the idea.
5. Accessibility, baby
Make sure to give them all the tools they need - your elevator pitch, bio, marketing materials, etc. Don't make them jump through hoops to give you a referral. That's just rude.
6. Reciprocate
If you can return the favor by referring people their way, make that crystal clear. Helping each other's businesses is a win-win!
7. Follow up
Don't just ask once and let it fade into the ether. If you don't hear anything in a reasonable timeframe, politely circle back. Sometimes people's brains just need a gentle jog.
With this step-by-step system, you'll be raking in the referrals like a well-coiffed door-to-door sales pioneer. Just don't let all that new business go to your head...or do, and join me in an undoubtedly pretentious neighborhood soon!
About Following Up....
Strike the right balance, and you'll gently jog someone's memory without seeming like a pesky barnacle. Go overboard, and you risk getting abruptly ghosted faster than a reality TV contestant with a shady backstory.
Since referrals are the lifeblood of any thriving business (didn't you read the intro?), you can't just toss out a request and hope for the best. Nope, you've got to keep that gentle pressure on to maximize your chances of success. But don't worry, we've got some tips to keep you following up without becoming a workspace pariah:
1. Set a reminder
Using your CRM, calendar, or that mysterious notebook you keep your deepest thoughts in, make a note to follow up in a reasonable timeframe if you haven't heard back - 2 weeks is a good rule of thumb for professional contacts.
2. Switch channels
Did you ask in person originally? Try following up via email or LinkedIn message for your next touch. The alternating approach makes you seem persistent, not pathetic.
3. Bring receipts
Maybe you found a great blog post or news item that would be relevant to them. Or you can reference a previous conversation point you connected on. A small personal touch shows you're not just spraying and praying.
4. Offer value
In addition to asking about your referral request, include a value-add for them - an article they may find useful, an invite to an event, or a helpful introduction of your own. Frame it as a mutual opportunity.
5. Know when to fold 'em
Despite your very best efforts, some people are just never going to come through. After 2-3 polite follow-up attempts, it's probably time to cut your losses and focus your energy elsewhere. No need to burn that bridge completely (yet), but don't let one non-committal person become a soul-sucking time drain.
Just like you'd eventually stop a follow-up sales email series, know when it's time to let your customer go.
The key is to walk the fine line between persistent and psycho. With some finesse and strategic follow-up, those longed-for referrals will be rolling in before you know it! And who knows, maybe one day you can pay the goodwill forward by introducing someone else to the joys of relentless professional badgering.
Examples of Referral Requests (5 Templates)
Note: Make asking for referrals way easier with the free Magical Chrome extension. Magical can store all of your best referral email templates so you can call them up with one click. You can use Magical with any email platform or messaging app. It even instantly personalizes your emails with details like your recipient's name. Check it out:
Template 1: Warm, Friendly Referral Request (Former Colleague)
Subject: A Flavor of the Past Reaching Out!
Hey Sandy!
I hope this email finds you doing amazing. It's been too long! I was just looking back on some old photos from our days at [Company] and it brought a huge smile to my face. We really did have quite the journey together back then, didn't we?
Which actually prompted me to reach out to you about something... I'm currently looking to expand my client roster and thought, who better to potentially refer some ideal leads my way than someone who knows my skills and work ethic so well? If any of your colleagues/friends/neighbors could use an ace [your service] like myself, I would be eternally grateful for a warm introduction.
No pressure at all if nothing comes to mind! Just thought I'd pop the question since we go way back. Let me know either way - it would be great to catch up more!
Talk soon,
[Your name]
Hey Sandy!
I hope this email finds you doing amazing. It's been too long! I was just looking back on some old photos from our days at [Company] and it brought a huge smile to my face. We really did have quite the journey together back then, didn't we?
Which actually prompted me to reach out to you about something... I'm currently looking to expand my client roster and thought, who better to potentially refer some ideal leads my way than someone who knows my skills and work ethic so well? If any of your colleagues/friends/neighbors could use an ace [your service] like myself, I would be eternally grateful for a warm introduction.
No pressure at all if nothing comes to mind! Just thought I'd pop the question since we go way back. Let me know either way - it would be great to catch up more!
Talk soon,
[Your name]
Template 2: Straightforward Referral Request (Existing Client)
Subject: Looking for Your Stamp of Approval
Hi [Client's name],
I just wanted to take a moment and say thank you again for being such a wonderful client to work with over the past [time period]. I'm extremely grateful for partners like yourself who make my job easy and enjoyable.
With that in mind, I'm always on the lookout to connect with other [potential prospects] who could benefit from my [service] just as you have. If you happen to have any friends, family or colleagues who may be in need of [specific need], I'd really appreciate you passing along my information. Your personal recommendation would mean the world.
Of course, no worries at all if nothing comes to mind immediately. But please keep me in mind for any future referrals - your trust in me is what matters most.
Thank you again for your partnership!
Best regards,
[Your name]
Hi [Client's name],
I just wanted to take a moment and say thank you again for being such a wonderful client to work with over the past [time period]. I'm extremely grateful for partners like yourself who make my job easy and enjoyable.
With that in mind, I'm always on the lookout to connect with other [potential prospects] who could benefit from my [service] just as you have. If you happen to have any friends, family or colleagues who may be in need of [specific need], I'd really appreciate you passing along my information. Your personal recommendation would mean the world.
Of course, no worries at all if nothing comes to mind immediately. But please keep me in mind for any future referrals - your trust in me is what matters most.
Thank you again for your partnership!
Best regards,
[Your name]
Template 3: Gushy, Glowing Feedback Request (For Online Review)
Subject: Wow, Just Wow - Thank You!
Hi [Client's name],
I am STILL beaming from the unbelievable [project/results] we were able to achieve through our partnership! When you [key positive outcome], I knew all the hard work was worth it. I'm sincerely grateful I got to play a small role in your success.
In fact, I'm so delighted by how everything turned out that I would absolutely LOVE it if you could capture some of that magic in a quick review on [platform - Google, Yelp, industry site]. Your glowing endorsement would be invaluable as I look to attract other [potential clients] who could benefit from my expertise.
If you have just a few minutes to jot down a few words about our collaboration, I would quite literally be forever in your debt. I tell prospective clients all the time it's my greatest honor to guide them to [transformational outcome] - having your review to back that up would mean the world!
Please let me know if you need any other details from me to submit the review. I'm forever grateful for your partnership and amazing feedback!
Cheers,
[Your name]
Hi [Client's name],
I am STILL beaming from the unbelievable [project/results] we were able to achieve through our partnership! When you [key positive outcome], I knew all the hard work was worth it. I'm sincerely grateful I got to play a small role in your success.
In fact, I'm so delighted by how everything turned out that I would absolutely LOVE it if you could capture some of that magic in a quick review on [platform - Google, Yelp, industry site]. Your glowing endorsement would be invaluable as I look to attract other [potential clients] who could benefit from my expertise.
If you have just a few minutes to jot down a few words about our collaboration, I would quite literally be forever in your debt. I tell prospective clients all the time it's my greatest honor to guide them to [transformational outcome] - having your review to back that up would mean the world!
Please let me know if you need any other details from me to submit the review. I'm forever grateful for your partnership and amazing feedback!
Cheers,
[Your name]
Template 4: Cheeky Referral Request (From an Existing Referrer)
Subject: Once More, Into the Referral Breach
[Name]!
Your most recent referral absolutely crushed it - thanks to you, the [Company] crew and I have been hard at work helping [new client] [dump their nightmare vendor/grow their revenue/decode ancient runes]. They've been singing your praises so much, they should have joined the opera!
But let's be real here, one new client is just a snack for me. I require a constant flow of fresh referrals to satisfy my endless ambition (and keep my family's weekly cheesecake budget afloat). So...you know what I'm going to ask, don't you?
Send me your most in-need friends, wealthy uncles, or former cult members - anyone who could use a heavy dose of [your specialty] in their lives. In exchange for greasing the referral wheels, I'll gratefully pass along some [valuable service] for you. Muy quid pro quo, amigo!
The [service] pipeline hungers. Your move!
[Your name]
[Name]!
Your most recent referral absolutely crushed it - thanks to you, the [Company] crew and I have been hard at work helping [new client] [dump their nightmare vendor/grow their revenue/decode ancient runes]. They've been singing your praises so much, they should have joined the opera!
But let's be real here, one new client is just a snack for me. I require a constant flow of fresh referrals to satisfy my endless ambition (and keep my family's weekly cheesecake budget afloat). So...you know what I'm going to ask, don't you?
Send me your most in-need friends, wealthy uncles, or former cult members - anyone who could use a heavy dose of [your specialty] in their lives. In exchange for greasing the referral wheels, I'll gratefully pass along some [valuable service] for you. Muy quid pro quo, amigo!
The [service] pipeline hungers. Your move!
[Your name]
Template 5: Playful, New Partnership Referral Request
Subject: Two Peas in a Prosperital Pod?
Hi [Name]!
I hope this email finds you doing prosperfabulously (it's a word, look it up). :) I'm reaching out today because [Connection's name - David, Susan, etc.] highly recommended I connect with you and your team at [Company].
From what I know of your business's mission of [quick mission/focus area summary], it sounds like we could be extremely compatible partners. I'd love to set up a quick intro call to explore whether we'd make as much of a dream team as Shaq and the rest of the Kazaam cast.
If there's a potential fit, it would be wonderful if we could discuss keeping things prosperous by referring each other's services. A mutually-beneficial referral pipeline, if you will! Let's empower businesses together.
Do you have any availability for a 20-minute call [day/time window] so we can dive into the possibilities? I'm inevitably free whenever the cosmos deem it so.
Cheers and high-arched eyebrow raises,
[Your Name]
Hi [Name]!
I hope this email finds you doing prosperfabulously (it's a word, look it up). :) I'm reaching out today because [Connection's name - David, Susan, etc.] highly recommended I connect with you and your team at [Company].
From what I know of your business's mission of [quick mission/focus area summary], it sounds like we could be extremely compatible partners. I'd love to set up a quick intro call to explore whether we'd make as much of a dream team as Shaq and the rest of the Kazaam cast.
If there's a potential fit, it would be wonderful if we could discuss keeping things prosperous by referring each other's services. A mutually-beneficial referral pipeline, if you will! Let's empower businesses together.
Do you have any availability for a 20-minute call [day/time window] so we can dive into the possibilities? I'm inevitably free whenever the cosmos deem it so.
Cheers and high-arched eyebrow raises,
[Your Name]
Social media can be an incredibly effective tool for asking for referrals. If you have customers on social media, you can easily engage with them in order to increase your chances of getting a referral. Here's a simple template that you can use to ask for referrals on social media:
"Thank you for sharing that post on LinkedIn. It helped us generate a considerable amount of traction, and I was able to get in touch with quite a few people as a result and have some fascinating discussions. You and I have had a fantastic time working together, and I feel it's only going to get better."
When asking for referrals on social media, it's important to identify the key platforms where your customers are active. This could be LinkedIn, X/Twitter, Facebook, or Instagram, depending on your industry and target audience.
Create click worthy content
Once you've identified the key platforms, it's time to create engaging content that will encourage your customers to refer you to their network. This could be a testimonial from a happy customer, a case study showcasing your work, or even a behind-the-scenes look at your business.
When creating content for social media, make sure to keep it short and sweet. Use eye-catching visuals and compelling headlines to grab your customers' attention. And don't forget to include a clear call-to-action, asking your customers to refer you to their network.
Don't be desperate
Finally, timing is everything when it comes to asking for referrals on social media. You don't want to ask too often, or you risk annoying your customers. But you also don't want to wait too long, or you may miss out on potential referrals.
A good rule of thumb is to ask for referrals on social media once every few months, or after you've completed a particularly successful project or delivered excellent customer service.
Incentivizing Referrals Without Being Pushy
By offering a reward for successful referrals, you're not only showing appreciation for your network's efforts, but you're also giving them a reason to keep you top of mind. It's like a little thank-you note, but with a tangible benefit attached.
So what makes an attractive incentive offer? It all depends on your industry and audience.
For B2B companies, it could be a discount on your services or a free consulting session. For B2C brands, it might be a gift card or a percentage off their next purchase.
The key is to choose an incentive that aligns with your brand and provides real value to your referral sources. It should be something they'd actually want and use, not just a token gesture.
But be careful not to go overboard - you don't want your incentive program to come across as desperate or pushy. Keep it subtle and make sure the focus is still on the value of your product or service, not just the reward.
Using Customer Feedback to Enhance Referral Requests
You know that warm, fuzzy feeling you get when someone sings your praises? It's like a full-body massage for your ego. Well, why not leverage that glowing feedback into cold, hard referral leads? It's a devious yet brilliant way to solicit recommendations without seeming thirsty.
Think about it - if someone's already telling you unprompted how amazingly you transformed their life/business/hair situation, they're practically begging to connect you with everyone they know. It would be rude not to give them that opportunity to spread more kind words, right?
Here's how to capitalize on those golden testimonials:
1) Respond with gratitude: When a client emails you mahvelous feedback, don't just say "thanks!" and leave it at that. Treat it like the precious gem it is! Effusively express how much their kind remarks mean to you and your team's hard work.
2) Suggested Share: Now's your chance to swoop in with something like, "I'm so grateful you had such an incredible experience! If you don't mind, would you be able to share a few words about working together on my Google review/LinkedIn/anthology of poetry? Testimonials from clients like you mean everything." Smooth move, getting permission while they're feeling the love.
3) Ask for more: If their initial feedback had brevity that would make a haiku master proud, politely request some additional detail you can use: "Would you be able to expand a bit on what specifically made our partnership so successful? The more context, the better I can share your thoughts with others who may want to work together." Boom, referral material.
4) Suggest some shares: Once you've secured that glowing review, work it into your regular cadence - share it on social media, include it in marketing materials, tattoo it onto your lower back if need be. Let that amazing feedback work as an intro to ask the reviewer if they know anyone else who could benefit from your talents.
Customer testimonials and reviews are marketing gold these days. By catalyzing that existing positive word-of-mouth into referral generating content, you're basically printing money (ethically, of course). Well, as long as you don't get too shameless about it and undo all that goodwill. There's a fine line between savvy and skeeze - I'll let you navigate that for yourself.
Now You Can Be Less Desperate When Asking For Referrals
All said and done, knowing how to ask for referrals isn't just another item on your endless list of sales tactics—it's the cornerstone of building sustainable growth through genuine relationships. Through strategic timing, personalized messaging, and maybe even sprinkling in some well-thought-out incentives—you've got yourself a recipe that transforms passive listeners into active promoters.
The truth is simple; AI tools might be revolutionizing our workspaces but when it comes down to growing our businesses—nothing beats good old-fashioned word-of-mouth fueled by exceptional service experiences.
If you really want to make tasks like this more productive, try the free Magical Chrome extension. Magical is used by over 650,000 people to save 7 hours a week on average on their repetitive tasks. Try it yourself today!
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