Satisfied customers may recommend you without being asked, but a clear approach makes it easier for them to know who you can help and how to introduce you.
Start by making sure customers understand the benefits they receive. A recommendation is easier when they can describe what you do well in a few words.
Make introductions straightforward
Be specific about the kind of customer who is a good fit. Explain the problems you solve, rather than simply asking people to send anyone they know.
Ask at natural points in the relationship and make sure your team understands the approach. Keep a record of where introductions come from so you can see which methods lead to useful conversations.
Always thank the person who introduced you, even when the enquiry does not become a customer.
Consider a suitable thank-you
A thank-you does not have to be a cash payment. Depending on the relationship, it might be a personal note, an invitation or a thoughtful gift.
If you are considering a reward scheme, check the professional rules that apply to your business before offering one. Keep the terms understandable for both the introducer and the new customer.
Approaches worth considering
Several approaches can make referrals part of everyday business:
- Ask whether a satisfied customer knows someone who could benefit from your service.
- Offer an invitation to an event that a customer can attend with a guest.
- Use a clearly explained referral card or voucher.
- Work with another business serving a similar audience, where the services complement each other.
- Make useful introductions for others when a genuine opportunity arises.
Choose an approach that suits your customers and the way you work. Test alternatives and compare the results rather than assuming every scheme will suit every business.
Keep relationships at the centre
A recommendation depends on the introducer’s confidence in you. Delivering a reliable service remains more important than the incentive.
For any follow-up marketing, review our email marketing guidance and the permission needed before contacting someone.