For many salespeople, asking for a referral can be an intimidating prospect. It’s the process of asking a happy customer to recommend you to someone in their network who could use your products and services, and even introduce the two of you. But why so scary? While it’s an effective way to generate new business, it also comes with the possibility of rejection.

Even with digital selling growing by leaps and bounds over the past few years, the old-fashioned voice-to-voice ask for a referral is still a clear winner. Software company Salesforce found that the closing ratio for referred prospects is significantly ahead of both website and social media leads. Why? Because people like to do business with companies that are recommended by someone they know and trust.

However, the number of salespeople who regularly ask for referrals remains low. A recent sales study by Marc Wayshak Sales Research & Insights found that nearly 60% of salespeople ask for fewer than one referral a month. And yet, a warm introduction from a satisfied customer to a prospect can do wonders for your pipeline.

“Customers are generally happy to recommend you to their colleagues,” says Nick Jordan, founder and CEO of Workello, a writer hiring site. “But unless you make a point of asking for more business opportunities, your customers may feel you’re already busy enough. If you’ve formed solid relationships and trust with your clients, they’ll be eager to refer you to someone else.”

Here are a few quick tips for asking for a referral.

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1. Consider the timing.

When you ask is of utmost importance, says Patrick Casey, director of growth marketing at Felix Health, an online medical prescription and delivery company. If you ask too early, the client may hesitate since you have yet to prove your value. Ask too late, and their initial enthusiasm about the successful sale has quieted down. “Definitely don’t pester them,” he says. “That could potentially jeopardize the relationship.”

A solid opportunity to ask for a referral is just after they deliver you a compliment for a job well done, or you’ve just concluded a successful promotional campaign, says Casey. “If you ask when the success of your service is fresh in their minds, they’re far more likely to help out,” he adds.

Laura Jimenez, owner of Miami-based swimwear and activewear boutique Ishine365, calls it “demonstrably derived value,” and says the best time to ask for help via a referral is immediately after the client receives this value. “Don’t wait until weeks after your customer has used your service,” she says. “As soon as they’ve received concrete value from you, that’s the best time to ask.”

2. Act natural and confident.

Practice your referral request so it feels easy and genuine, not forced or desperate. It should be an expected next step in your ongoing conversation with the client after success with a campaign, says Frederik Lipfert, founder and CEO of VPNCheck, a VPN quality review site. Use direct lines such as, “Could you please provide me with the names of any other acquaintances or colleagues you believe might be interested in collaborating with us?” or “We’ve appreciated having you as a customer. Would you be willing to refer us? Do you know anyone who could be interested in hearing from a business like ours?” or “Our company is currently searching for some new project opportunities. Would you be willing to refer us to new prospective clients or projects that you happen to come across?”

If you can ask in person, that’s ideal. Clients are more likely to want to help out when you’re standing in front of them, says Daniel Hedegaard, head of press at CoolParcel, a shipping and labeling company. “It’s more effective, though over the phone or Zoom is fine if you don’t usually meet with them in person,” he adds. Consider asking in a hand-written note that also thanks them for their patronage.

Nearly
60%
of salespeople ask for fewer than one referral a month.

(Marc Wayshak Sales Research & Insights)

3. Take it step by step.

Remember all the important steps by putting together a formal referral plan that all salespeople on your team should follow. Don’t overcomplicate it, says Marc Stitt, CMO of FMX, a service for optimizing business operations, and make sure the timing is right to implement it. First, make sure you use the communication method – in person, video call, phone call or email – that best fits a specific client. “Because your relationship with each client differs, tailor your request to what would work best for them,” he says. “If you’re using email, remember to include a creative subject line.”

Also, ask in a specific way. Perhaps you just sold pens to a school for their upcoming event, says Stitt. Instead of asking, “Do you know of anyone else at your school who could require promotional items?” say to them, “What other events are coming up in your region where I may be able to help in offering strategies to advertise the date?” “That’s a more thoughtful inquiry,” says Stitt. And always say thank you, whether that’s a phone call or thank-you note and gift sent in a specific amount of time after the referral is given. “Even if it didn’t result in a new client, thank the individual who made it,” says Stitt. “If a reference does lead to a new opportunity, let the person who made the referral know about it.”

4. Keep it pithy.

“Don’t write a long, melodramatic email about why you need the referral,” says Jimenez. “Instead, write a concise message or make a brief phone call explaining what you’re asking for and why it would be helpful to your business.”

You can also consider extending the offer of a discount on their next order in exchange, says Jimenez. If the referral results in another paying customer, consider gift cards that are meaningful to them or even delivering a nice gift. “Financial incentives can be an effective way to reward referrals that result in sales,” says Hedegaard.

And if they say no, don’t let it affect your game, says Stitt. “Don’t be afraid to ask for referrals because you don’t want to be rejected,” he says. “If you know you offered excellent service and that a referral would be beneficial, go ahead and ask. Most people enjoy assisting others because it makes them feel good. The worst-case scenario is that they say no. Simply move on.”