How to ask for referrals the right way
Small businesses are dependent on referrals for survival, particularly in difficult economic times. Asking for referrals is a great way to increase your income.
Alignable shows that 85% of small-business owners rely on word-of mouth referrals to find more clients. Referrals are a powerful tool for increasing our income. However, many people don’t know where to look.
We wait, thinking: “If I do great work for my clients then the referrals will come.” But what is the truth? This is a passive approach, especially during uncertain economic times.
You can take control of your business by asking for the things you need. Knowing when and how to ask is key.
Referring: It’s all about timing
Consider your client as your referral. Would you refer a service provider that asked for a referral within a few weeks of starting work with you?
You probably wouldn’t. You might find it strange that they would do this at an early stage of the business relationship.
Clients are no different. Asking for a referral early in a relationship is a bad idea. It only makes things worse and increases the likelihood of deteriorating that relationship.
You should seek feedback from your clients to determine if they are satisfied and if you can increase your workload. This is a good place to start any business relationship. As the relationship develops, clients will trust you more and realize what you can do. At this point, you can ask for a referral.
Although only you know when this is the right time, these common clues can help you to recognize it.
- You have reached a significant milestone in your relationship. For example, you have worked for the same client for six consecutive months or completed a major project that took months to complete.
- Your client will always praise your work
- They have made it clear that they are delighted with your output but have set a limit on the amount of work they will give you
How to ask for referrals when the time is right
Although there is no single way to ask clients for referrals it is possible to follow these guidelines.
1. MAKE YOUR REQUEST SPECIAL! PERSONALIZE EACH EMAIL
You may instinctively type an email, or ask for referrals. If you are unsure how to proceed, do a quick Google search to locate a template email that you can customize quickly and then send it.
This approach can produce some results but it’s better to spend a little more time writing emails. Emails allow you to connect with clients and show gratitude for all your hard work.
Do not send a request that is hidden in an email with the most recent invoices, or worse, one that is part of any back-and-forth communication with the client. Why? Your client shouldn’t view your request as an afterthought. They’ll be less likely to refer you if they do.
Here are some tips for sending a personal email.
- This may seem obvious but many people forget to address the client by their name
- Do not ask for a referal right away. Instead, start your email on a lighter note and thank them for their work.
- Mention recent projects and how they were enjoyable to tackle.
- Flatter them: Say that you would like to find other clients like them
2. MAKE YOUR REQUEST SPECIFIC
You may offer a variety of services as a small business owner. You can’t ask a client for a referral if you don’t specify the type of service you are looking for.
Asking for a referral is asking your client for favors. You don’t want to make it more difficult for your client when you ask for a favor. You should make it simple for them to help. You must clearly understand what you want, and be clear in your request. This will increase your chances of receiving a referral.
Let’s assume you are a photographer who was recently hired by a client to take their corporate headshots on Linkedin. Asking for a referral doesn’t mean asking “Do you know anyone who is looking for a photographer?” But instead ask “If you know anyone who’d like to have their website updated or LinkedIn executive headshots taken, I’d love to be referred!”
You can also specify the location if you need more details: “Does anyone know anyone in Portland who needs executive headshots?” This applies whether you are a copywriter or a landscaper, lawyer, building contractor, or a law firm.
Your client will remember someone who might need your services if you are more specific. Clients may not be able to do this immediately. However, if they make it a habit of asking for referrals, there is a good chance that they will.
3. REWARD YOUR CLIENTS TO REFERRALS
Everyone loves to receive a gift. We are more likely to give back what we have received. Your clients will be no different. Your clients will most likely give you a referral if they love your work. This doesn’t mean that you shouldn’t be polite and give them something in return for their business.
These gifts do not have to be costly. They can be as simple as a handwritten card of appreciation or a discount on the next invoice. They don’t have to be tangible. For example, they could be a LinkedIn recommendation.
Bonus: Refer a friend email
Let’s take a look at an example email to show you how to ask for a referral. This email is just an example. You should create your own email for each client.
Hello Samantha,
How is your week going?
Our team has been together for more than six months and have worked on many different projects. Although I have thoroughly enjoyed the work, I realized how much I enjoy writing these eBooks.
You mentioned that you love those eBooks and I was curious if you knew of anyone in the B2B tech industry who could be interested in an eBook writer or would you be open to a pitch?
Please let me know.
I would love to do the same for you: Please let me know if I can help your business grow (e.g. writing a recommendation on a website or LinkedIn).
Best,
Nick
Referrals: The bottom line
Many small businesses rely on referrals for their survival. Many people wait passively for referrals, instead of actively seeking them. Instead:
You may offer a variety of services as a small business owner. You can’t ask a client for a referral if you don’t specify the type of service you are looking for.
Asking for a referral is asking your client for favors. You don’t want to make it more difficult for your client when you ask for a favor. You should make it simple for them to help. You must clearly understand what you want, and be clear in your request. This will increase your chances of receiving a referral.
Let’s assume you are a photographer who was recently hired by a client to take their corporate headshots on Linkedin. Asking for a referral doesn’t mean asking “Do you know anyone who is looking for a photographer?” But instead ask “If you know any business owners who are in need of a website update or LinkedIn executive headshots, I’d love to refer you!”
You can also specify the location if you need more details: “Does anyone know anyone in Portland who needs executive headshots?” This applies whether you are a copywriter or a landscaper, lawyer, building contractor, or a law firm.
Your client will remember someone who might need your services if you are more specific. Clients may not be able to do this immediately. However, if they make it a habit of asking for referrals, there is a good chance that they will.
3. REWARD YOUR CLIENTS TO REFERRALS
Everyone loves to receive a gift. We are more likely to give back what we have received. Your clients will be no different. Your clients will most likely give you a referral if they love your work. This doesn’t mean that you shouldn’t be polite and give them something in return for their business.
These gifts do not have to be costly. They can be as simple as a handwritten card of appreciation or a discount on the next invoice. They don’t have to be tangible. For example, they could be a LinkedIn recommendation.
Bonus: Refer a friend email
Let’s take a look at an example email to show you how to ask for a referral. This email is just an example. You should create your own email for each client.
Hello Samantha,
How is your week going?
Our team has been together for more than six months and have worked on many different projects. Although I have thoroughly enjoyed the work, I realized how much I enjoy writing these eBooks.
You mentioned that you love those eBooks and I was curious if you knew of anyone in the B2B tech industry who could be interested in an eBook writer or would you be open to a pitch?
Please let me know.
I would love to do the same for you: Please let me know if I can help your business grow (e.g. writing a recommendation on a website or LinkedIn).
Best,
Nick
Referrals: The bottom line
Many small businesses rely on referrals for their survival. Many people wait passively for referrals, instead of actively seeking them. Instead:
You may offer a variety of services as a small business owner. You can’t ask a client for a referral if you don’t specify the type of service you are looking for.
Asking for a referral is asking your client for favors. You don’t want to make it more difficult for your client when you ask for a favor. You should make it simple for them to help. You must clearly understand what you want, and be clear in your request. This will increase your chances of receiving a referral.
Let’s assume you are a photographer who was recently hired by a client to take their corporate headshots on Linkedin. Asking for a referral doesn’t mean asking “Do you know anyone who is looking for a photographer?” But instead ask “Do you know anyone who’s in need of a photographer?”
You can also specify the location if you need more details: “Does anyone know anyone in Portland who needs executive headshots?” This applies whether you are a copywriter or a landscaper, lawyer, building contractor, or a law firm.
Your client will remember someone who might need your services if you are more specific. Clients may not be able to do this immediately. However, if they make it a habit of asking for referrals, there is a good chance that they will.
3. REWARD YOUR CLIENTS TO REFERRALS
Everyone loves to receive a gift. We are more likely to give back what we have received. Your clients will be no different. Your clients will most likely give you a referral if they love your work. This doesn’t mean that you shouldn’t be polite and give them something in return for their business.
These gifts do not have to be costly. They can be as simple as a handwritten card of appreciation or a discount on the next invoice. They don’t have to be tangible. For example, they could be a LinkedIn recommendation.
Bonus: Refer a friend email
Let’s take a look at an example email to show you how to ask for a referral. This email is just an example. You should create your own email for each client.
Hello Samantha,
How is your week going?
Our team has been together for more than six months and have worked on many different projects. Although I have thoroughly enjoyed the work, I realized how much I enjoy writing these eBooks.
You mentioned that you love those eBooks and I was curious if you knew of anyone in the B2B tech industry who could be interested in an eBook writer or would you be open to a pitch?
Please let me know.
I would love to do the same for you: Please let me know if I can help your business grow (e.g. writing a recommendation on a website or LinkedIn).
Best,
Nick
The bottom line when asking for referrals
Many small businesses rely on referrals for their survival. Many people wait passively for referrals, instead of actively seeking them. Instead:
- After you have established a rapport, ask for a referral.
- You can approach it in the right way by customizing your email and offering incentives.
Keep in mind: If your client refers you, be grateful. It will help to nurture your existing relationships. Play the long game. These things are not always easy to manifest, but they do happen when there is the right opportunity. It is important to stay on top of your game at all times.
It doesn’t mean that you should knock on every client’s front door every week. But it does mean that you need to be able to ask frequently. Two to three times per year is enough for a single client.
Do you remember ever asking for a referral? How was it?
