Mastering the Art & Science of Asking for Referrals
Heidi Richards Mooney is a dynamic professional speaker, celebrated author, seasoned entrepreneur, and a Senior Executive Contributor dedicated to empowering individuals and businesses to succeed. As a past president of the Florida Speakers Association, she has inspired countless audiences with her expertise in PR, internet marketing, and brand elevation.
"Who do you know?" It’s a simple yet powerful question that many professionals overlook during the sales process. Whether we forget, feel uncomfortable, or haven’t developed the habit, not asking for referrals means missing out on valuable opportunities to grow our business. Referrals from friends, clients, or business associates can open doors to prospective customers in a way few other strategies can.
I recently attended a WomanCertified™ Seminar led by Delia Passi, President of Medelia Communications and founder of the Woman Certified™ program. The experience was nothing short of inspiring. Meeting other business owners and professionals with similar goals was energising, and Delia's insights on referrals particularly resonated with me.
During her session, Delia asked how many of us request referrals during the sales process. Only a few hands went up. Then she inquired how many wait until after the transaction is complete; more hands were raised. Yet, about a third of the room admitted they rarely or never ask for referrals. I couldn’t help but think, "Wow, they’re missing out on a significant source of business." My business thrives on referrals, and I understand the immense value in simply asking current customers, "Who do you know that could benefit from my product or service?"
I’ve found that many professionals are excellent at thanking clients for referrals – some even offer rewards. I do the same. At my retail florist, we use Daisy Dollars™ to show our appreciation. When a customer refers someone to us, they earn Daisy Dollars™, which can be collected and redeemed for future purchases. This reward system, based on a "Point System" model, not only encourages referrals but also boosts customer loyalty.
The key to more referrals? Just ask
Knowing when to ask for a referral is crucial. Here are some of the best moments to do so:
Right after a sale: Once you've closed a deal with a new client, they’re at their happiest. Leverage this satisfaction by asking for referrals immediately.
When a potential client says no: Even if someone decides not to use your services, they might still respect what you offer. This is an opportunity to ask if they know someone who could benefit from your services.
Follow-up calls: Checking in with a satisfied customer weeks or months after a sale is another perfect chance to ask for a referral.
Everyday conversations: Any time you’re speaking with someone who might know others in need of your services, don’t hesitate to ask.
Make referrals a natural part of your process
Plant the seed early: When you first interact with a potential client, ask how they heard about you. Let them know your business thrives on referrals and that you appreciate introductions. This subtle hint can lead to future referrals.
Ask during the sale: Once you’ve established trust, it’s appropriate to ask for referrals even before the sale is finalised. Prospects who can’t purchase from you now might feel inclined to refer someone who can.
If a new client hesitates when asked for a referral, make it easier by requesting a commitment to refer someone in the future. This removes immediate pressure and gives them time to consider. Be sure to follow up later, reminding them of their positive experience and their promise.
You might say something like:
“Jane, it’s been a pleasure working with you. I look forward to future opportunities together. If you happen to mention my services to friends, please remind them to let me know you referred them; I’ll be sure to provide them with the same exceptional service you’ve come to expect.”
Don’t stop at one
It’s perfectly acceptable to ask for multiple referrals. After receiving one name, follow up with, “Is there anyone else you think could benefit from my services?” You’d be surprised how often people can think of two or three more. If you don’t ask, you’ll never know.
Make it a habit
The key to building a referral-based business is consistency. Incorporate asking for referrals into every interaction, just as naturally as you ask for the sale. When you make referrals a habit, you’ll see your business thrive.
So, the next time you’re engaging with a client or prospect, remember to ask, “Who do you know?” It could be the question that takes your business to the next level!
Ready to build lasting connections?
Start today by identifying one local event, organization, or cause where you can get involved and meet like-minded professionals. Remember, relationships aren’t just about making a sale; they’re about creating a network that supports your business for life. Make the first move, keep your promises, and watch your business thrive!
Read more from Heidi Richards Mooney
Heidi Richards Mooney, Author, Coach & Entrepreneur
Heidi Richards Mooney is a dynamic professional speaker, celebrated author, seasoned entrepreneur, and a Senior Executive Contributor dedicated to empowering individuals and businesses to succeed. As a past president of the Florida Speakers Association, she has inspired countless audiences with her expertise in PR, internet marketing, and brand elevation.
A small business owner and PR strategist, Heidi specializes in helping clients amplify their online presence, craft compelling narratives, and achieve measurable results. She empowers her clients to get their websites and online profiles noticed by leveraging innovative Public Relations campaigns, capitalizing on achievements to secure media attention, and building a consistent and influential brand voice.
