Learn how to ask for referrals by phone, email, or in person
This article was co-authored by wikiHow staff writer, Bailey Cho. Bailey Cho is an Editing Fellow at wikiHow, based in Dallas, TX. She has over 2 years of editorial experience, with work published in student journals and lifestyle publications. Bailey graduated from the University of Texas at Austin with a B.A. in Advertising and a Minor in Business.
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You’re wanting to ask your clients for referrals, but how do you approach them without sounding too pushy or desperate? While it might be daunting to request a favor from other people, it’s not as tricky as it seems! In this article, we’ll teach you how to ask your clients for a referral so you can gain more customers and boost your business. We’ll also provide example scripts so you know exactly what to say when you approach your client, along with helpful tips to increase your chances of winning a referral.
- Clearly state that you’re asking for a referral and describe what type of client that you’re looking for.
- Offer an incentive to increase your odds of gaining a referral, such as gift cards, store credit, or a discount on a future purchase.
- Make it easy for your client to give you a referral by creating marketing materials like social media infographics, email templates, or virtual business cards.
Be direct about your referral request. No matter which channel you use to ask for a referral, make sure to clearly state that you’re looking for referrals. You can attach your request at the bottom of an invoice so it doesn’t feel too demanding, or send an email that focuses on your referral program. It’s best to be direct so you don’t confuse your client and waste their time.[1]
- Instead of writing a vague sentence like “we appreciate referrals” at the bottom of an email, add a call to action. You might say, “Please contact me if you know any high school students that would be interested in my program.”
Describe what type of clients that you’re looking for. If you ask an existing client if they know anyone who could use your service, they might be overwhelmed and unable to give you an answer. Try to be as specific as possible by requesting new clients from a certain industry or demographic.[2]
- For example, if you run an advertising agency and you’ve just finished social media work for an existing client, you might say, “I’m trying to add local beauty-related businesses to my portfolio. Do you know any hairdressers or makeup artists that need social media marketing?”
Personalize your referral request. Instead of sending a mass referral email to all of your clients, learn more about each client, then craft a targeted message to make them feel special. In your referral request, you could bring up their past orders, the type of industry that they’re in, shared interests or commonalities, or any positive interactions with them from the past.[3]
- For instance, if you’ve been working with a client for several years, you might remind them of your favorite projects or the former wins you’ve shared together.
- If possible, try to reach out to each client directly by phone, email, or in person. It makes your request seem more meaningful and personal.
Attach referral marketing materials. Your clients might be stressed or time-constrained, so create resources that make it easy for them to refer you. There are tons of ways to promote your business or service, but if you can’t think of anything, here are a few ideas:[4]
- Write a referral email template for your clients where they just need to add their names.
- Create an infographic that your clients can simply repost on their social media platforms.
- Send your clients a virtual business card that they can forward to friends and family.
- Write a blog post on LinkedIn and ask your clients to share the link with their network.
Offer an incentive. Even if you provide outstanding service, your client might need an extra push to share your business with others. Encourage referrals by offering incentives that your clients actually want, such as gift cards, store credit, free products, or a discount on future purchases. By highlighting the benefits that your client will receive, they are more likely to refer you to people in their network.[5]
- If you’re a property manager trying to fill empty units, you could offer your current tenants a small discount on next month’s rent if they refer a friend.
- If you own a clothing brand, you might offer customers 15% off their next purchase after their friend makes their first purchase of at least $100.
- If you’re an esthetician, you could run a referral competition where clients who refer their friends are entered into a drawing for a free facial or spa package.
Ask loyal clients for a referral directly. If you’re reaching out to a loyal client, feel free to craft an email that’s solely focused on asking for a referral. Thank the client for their continued support, and be specific about how they’ve helped your business grow. Toward the end of your email, ask the client if they would be willing to refer you to a friend, family member, or anyone else they believe would benefit from your product or services.[6]
- Subject: Beth, please recommend me to someone. Body: Hi Beth, Thank you for being such an amazing customer over the past 3 years. It has been an honor to be your makeup artist for some of the most memorable moments in your life, and I truly appreciate your support. As you know, prom is just around the corner, so I wanted to ask if you knew any high school seniors that might be interested in my services. If so, would you please send them my information? Here are 3 ways to refer: (1) Click here to tweet this link. (2) Share the attached infographic on your Instagram story. (3) Send my virtual business card to 1-2 friends.
Ask customers for a referral after their purchase. People are more likely to refer you when they remember the product or service that you provided them. If you install blinds, for instance, you could ask for a referral 1-2 days after your service. Or, if you run an online store, you might wait 1-2 weeks until the client has received their product in the mail. Depending on your business, experiment with different times to see when you get the most positive results.[7]
- Subject: Janet, we want to reward you🎁 Body: Hi Janet, Thanks again for purchasing the Multi-Colored Glass Blown Opal Pendant. We truly appreciate your business, and we hope you’ve had the chance to show it off! Our artisans work hard at creating the pieces you love, and we are always looking to expand our business and help more clients just like you. So, do you know anyone who loves jewelry as much as you do? If so, refer a friend and get 15% off your next order!
Send a mass email if you have a lot of clients. If you have a large client base and can’t email everyone personally, use an email service provider (ESP) to send mass emails. Services like MailChimp and Constant Contact allow you to email to thousands of users at once, so schedule a referral request around 10 days after their purchase. To catch the client’s attention, be sure to include a compelling subject line that highlights any benefits or offers.[8]
- Subject: Share the experience: Refer a friend and get $10 off Body: Haven’t you heard? Good things come to those who refer. Here’s your chance to refer your besties and get $10 off your next purchase. All you have to do is click the link below, join our rewards program, and drop your custom referral link in the group chat!
Build rapport at the beginning of the call to sound more conversational. Instead of requesting a referral straight away, ask the client if they have any issues or concerns. If they’re struggling with something, try to provide advice or solutions to show empathy. For instance, if they can’t find a contractor, you could offer to send them a list of people you know. This strengthens your relationship and makes it harder for the other person to decline your request.[9]
Ask for a referral toward the end of the call. After chatting with the client for a few minutes, slowly bring up your request by asking them if they know anyone who would be interested in the product or service you offer. If they say yes, be direct and ask if they would consider referring you to their network. But, if it’s not possible for them, assure them that it’s not a problem and end the call politely.[10]
- Do you know anyone who is facing similar problems to you?
- Would you happen to know any colleagues who are looking for software programs?
- Do you have any friends who are interested in taking my classes?
Follow up with a thank you email. To maintain a good relationship with the client, be sure to thank them after the call. Send them a brief email to show appreciation for their time, and be sure to express gratitude for their support. You can also create a professional email signature that includes your referral link to make it easy for them to share your business.[11]
Ask for a referral when a client leaves a good review. If a client posts that they had a positive experience with your business, use it as an opportunity to message them for a referral. Thank them for their support, and directly ask if they know anyone who would benefit from your product or services. Be sure to keep your message short and simple to avoid sounding too pushy.[12]
- Hi Josh! Thank you for giving us an incredible review on Yelp. I’m so glad to hear that you enjoyed our services during your party last weekend, and I heard the event was a success! Do you happen to know anyone who needs catering for an upcoming wedding in the future? If so, please consider referring them to our business.
Publish content to promote your referral program. If you want to get more referrals without directly contacting people, create an infographic that highlights the perks of your referral program. This allows you to reach all your followers at once, and it keeps your business top of mind. Just be sure to come up with a catchy slogan or call to action to stand out from the crowd.[13]
- Give $10. Get $10. In 10. Tell your friends about us. They’ll get $10 off their first order—and you’ll get $10 off your next one.
- Refer friends. Get points. Cash in. Repeat! Introducing our new referral program…Send your friends a link to make their first purchase and get 100 points for each referral. Once you hit 500 points, use it to unlock exclusive discounts and offers.
Ask for referrals from your best clients. While you can reach out to everyone on your contact list, you’re more likely to win referrals if you target specific people. Determine your best clients by collecting customer information and feedback, and take note of any detailed comments to see how you can build more loyalty.[15]
- If you sell products online, you might reach out to customers that have spent more than $200 over the past few months.
- You could also send a Net Promoter Score (NPS) survey that asks how likely your client would be willing to recommend your business to others. After receiving the results, you could ask for referrals from people who answer with a 9 or 10 out of 10 rating.[16]
Approach your client when they’re happy with your service. To increase your probability of winning a referral, ask your client after you’ve provided them something. These happy moments could be after they’ve made a purchase, received help with a problem, or given you a positive review or a high score on a customer satisfaction survey.[17]
Reach out to your client at a convenient time. If you’re planning to ask for a referral by phone or email, be mindful of your client’s schedule. For instance, you might want to avoid Friday afternoon and evening because they could be out of the office earlier than usual. And you might want to consider reaching out to them after the holidays, instead of the day before.
Give referrals to your clients. People are more inclined to give you a referral if you help them out in some way. If your client also offers products or services, recommend their business to other people in your network. You could like their page on Facebook, write them a positive review online, or leave a stack of their business cards at the front of your store.[18]
Offer various ways for your clients to promote your business. Some employers don’t allow their clients to give referrals, but you can always provide alternative options to help them promote your business.
- For instance, you could ask them to write a testimonial for your website, or request that they leave positive feedback on third-party platforms like Yelp or Google Business.
Join a business networking group. If you’re looking for more opportunities to promote your business and increase referrals, find a local business group in your area and network. The members of these groups usually meet up a few times a month to socialize, learn new skills, and give each other referrals.[19]
- To find a business networking group near you, use platforms like Meetup or Facebook Groups.
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Source: HIS Education