A referral from a happy customer is our favorite way of getting new business – for multiple reasons. First of all, when the referrals come from people we enjoy working with, chances are very good that we’ll also enjoy working with those who are referred to us. Secondly, it lets us know that our clients are confident enough in the work we do that they are willing to put their word on the line by recommending us to someone else. And third, it can reinforce our relationship with the original client who refers us: We make them look good by impressing those clients they refer to us. It’s a win-win.

Is it easy to get good word of mouth?

It’s true that the most vocal customers are usually those with a complaint. It’s a sad fact that those who are unhappy are more likely to share their opinions than those who are satisfied. In fact, we expect (and rightfully so) to be treated well by those we do business with, so it never occurs to us to speak someone’s praises unless and until they go above and beyond for us.

Fortunately, there are plenty of happy customers who are willing to share their positive experiences – but sometimes you have to ask.

Don’t be afraid to ask for referrals

Once you established a good working relationship with a client, it shouldn’t be difficult to ask for referrals. Your clients may think you’re the greatest company in the world, but they’re focused on the needs of their own businesses. Helping you grow your company isn’t their job, so they may never even think about giving you referrals – even if they’d be happy to do so. That’s why you need to ask.

Helpful tips for requesting referrals

1. Be aware of your relationship with your client. You want to make sure that you know the client well enough that they will be comfortable when you ask. And make sure they are, in fact, happy with your work.
2. Remember that most people want to help others out. You’re not asking too much – you’re simply asking a satisfied customer to give you the opportunity to do business with someone else they know.
3. Practice asking if you need to. There’s nothing wrong with creating a “script” that you can use when asking for a referral – something you can keep in mind when the opportunity arises. That way, you may be more comfortable when the time comes.
4. Face-to-face is always best. These days, a lot of business is done via email or phone, etc. So face-to-face may not be possible. But if you can ask in person, it is more likely to spark your client to action.
5. Be respectful of their requests. If they want to make the introduction, allow them to do so.
6. Reciprocate if possible. If you know of someone in the market for your client’s product or service, give them a referral.
7. Remember that the worst thing they can do is say “no.” I haven’t met a client yet who has fired someone for asking for referrals. If they say no... Hey, at least you tried.

Testimonials help too!

If your client is willing to refer their friends, family, and colleagues to you, then they are likely willing to provide a testimonial as well. Take the opportunity to ask, then give them some time to think about what they want to say. Make it easy for them... You can even send them a link to your existing testimonials. This will serve to remind them, and it lets you show off the glowing reviews by some of your other clients.