Six Steps for Effective Referrals

Most sellers struggle with referrals. They know that they work, but they are uncomfortable to ask for.

So they either:
• Don’t ask at all
• Or ask in a way that puts all the work on the customer

“Do you know anyone else I should talk to?” rarely works.

Here’s the referral process I’ve found to be far more effective:

1) Connect on LinkedIn early
If I’m working with a new prospect, I connect with them during the sales process. I also like to introduce the idea of referrals in the middle of the sales process. "If this goes well and we get the outcomes you're looking for, I'll probably ask you for an introduction or two. Is that fair?"

2) Build the list myself
I review their LinkedIn connections and create a short list of people I’d love to be introduced to. This is key. Most sellers leave this step to the client. That’s where referrals die.

3) Don’t end the sales cycle at the sale
I schedule a post-sale touch-base:
• What worked well?
• What could I improve?
• Did we deliver what you expected?

The goal is to let them articulate satisfaction in their own words.

Then, ask for permission, not favors: “Based on your experience, would you feel comfortable recommending me to a colleague?”

Most people say yes.

5) Make it easy
I pull up the list and say: “Let’s go through this together. Tell me who you’d be comfortable with me reaching out to and feel free to say no to anyone.”

This turns one awkward ask into multiple warm introductions.

6) Follow up professionally
When I reach out, I reference the client by name and why they thought the connection made sense.

NOTE: One other nice addition is to send your client a note after you have connected with people just to keep them in the loop. "Just a quick note... Thanks again for the introductions. I've connected with X and Y, and the conversations are underway."

This approach:
• Removes friction
• Respects the client’s time
• Produces far more referrals, faster

Referrals shouldn’t feel awkward. They should feel like the natural next step of a great buying experience.

What’s your approach? What’s worked (or not) for you?