For a lot of established businesses, referrals and recommendations have been the go-to for growth. You deliver great work, people talk, and new clients show up. Easy.
Until it’s not.
Because the risk is, you’re relying on luck, not strategy.
And at some point, especially when you’re chasing growth, filling pipeline gaps, or trying to scale, that passive approach starts to hurt.
Yes, referrals can be one of your most powerful growth levers.
They’re warm, they come with built-in trust, and they can fast-track the sales process.
But it makes smart growth sense to treat them as a proactive strategy.
Here’s what the data tells us:
- 91% of customers say they’d happily give a referral
- But only 11% of salespeople ever ask for one
That’s a massive gap.
It’s opportunity going to waste simply because we’re not being intentional.
I can’t count how many times I’ve heard, ‘we grow through referrals’ only to find there’s no real system behind it.
So if you’re ready to stop leaving money on the table, here’s what you can do:
Ask.
Sounds obvious, doesn’t it? And yet, it’s one of the most overlooked steps.
Make sure you’re asking in a way that’s specific and easy to say yes to:
“Do you know anyone who would benefit from [insert the outcome your service or product delivers]?”
Then take it one step further:
“Would you be happy to make an introduction?”
Or ideally:
“Would you be open to sharing their contact details?”
Make it easy.
Don’t make your client think too hard. Offer to send through a couple of lines they can use in an email.
Most people want to refer you – but they’re busy. The easier you make it, the more likely it’ll happen.
Follow up.
This one’s non-negotiable. If someone agrees to refer you and then goes quiet, it’s completely okay to circle back.
A simple nudge like, “Just checking in – is there anything I can do to make this easier?” can go a long way.
You’re not being annoying.
They said yes – chances are, they’re just busy and haven’t gotten to it yet.
Now, who to ask?
Think in two buckets:
A-Players:
These are people who could be your ideal clients – current clients, past clients, or even respectful “not now” prospects. There’s often untapped gold in this group.
B-Players:
People in your network who aren’t your ideal client – but they know and connect with the ones who are.
Trusted collaborators, peers in your industry, service providers who work with similar clients. This is where B-Player potential sits.
And no, you don’t need to launch a fancy referral program.
A simple, well-timed conversation with someone who knows what you do and trusts you is enough to open doors.
Referrals work best as one part of a strong nurture strategy. They’re not your only lead source, but they are often your fastest win.
So here’s your action: Reach out to two people this week. A past client. A current one. A solid industry contact.
And then … Ask the question. Make it easy. Follow up.
If referrals have always “just happened” in your business, imagine what’s possible when you start doing it with intention.
Want a deeper dive? I break this down in a recent podcast episode.
🎧 Listen or watch the full episode here 👇
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