Is Getting Referrals A Struggle? How to Easily Earn More

Does getting sales referrals feel like a tedious task? It shouldn’t! If you’re having difficulty obtaining referrals, it may be time to rethink your approach.

Referrals are very valuable and can help sellers generate new business, according to SalesFuel’s B2B BuyerSCAN study.

40% of B2B buyers say they are more likely to take a call or meeting from a salesperson if their name was referred by someone they trust.

And before meeting with a seller, 38% actively look for referrals, recommendations or testimonials about the rep.

But sellers say that getting referrals can be a challenge. Additional research from SalesFuel revealed that for nearly a quarter of reps, it’s harder now to get referrals than a year ago. And 36% say that gaining referrals is one of their top weaknesses.

Clearly, reps are struggling but there are ways to make the process easier. 

What’s the secret to getting sales referrals?

It’s essential to have a clear strategy. Simply asking anyone and everyone to pass along your name won’t cut it. It must be intentional.

As SalesFuel’s Tim Londergan points out, “adopting a referral framework requires you to commit to a routine.”

RAIN Group’s Mary Flaherty agrees, emphasizing that reps must dedicate effort to both planning and executing a strategy.

She goes on to share her expert advice for inspiring referrals, which sellers should consider incorporating into their overall sales process.

Getting referrals requires action

If you want more referrals, you can’t just sit back and expect them to roll in. Flaherty explains that reps need to first make sure that they are “referral ready.”

This means you need to do your best to deserve them. Keep your promises, demonstrate value and provide excellent customer service so customers want to give you a glowing referral.

Also, don’t rely only on what Flaherty calls “accidental referrals.” Make sure that each one you get is valuable and comes from the type of customers that you want to attract. This involves identifying your ideal customer profile and buyer persona.

And finally, ensure your pipeline is active; don’t wait to seek referrals only after it’s run dry. Managing a healthy pipeline ensures that your source of satisfied clients continues flowing.

Create a referral program

Sellers should consider offering a clearly defined program for getting referrals that is tailored to other vendors.

“If you work with other companies that you value, propose a partnership to exchange referrals with your respective clients,” she explains.

“Offering to refer your customers also creates a welcome bit of leverage when negotiating.”

She adds that it’s important you work only with other vendors that you trust and have confidence in. Your network should only include businesses that are as credible and valuable as your own.

Ask at the right time

Like with most things in life, timing is important when getting referrals. Communication is important for this step. Keep the lines open about how your customers are doing with your product or service.

Practice active listening to make sure you understand their user experience and that they are actually satisfied before you ask for their referral.

Offer alternate options

Customers may not always be comfortable with giving a referral, but that doesn’t mean they can’t help you generate new business. Mention other ways that they can share about your value, like doing a video or written testimonial or participating in a case study.

Don’t forget to say thank you

When getting referrals, it’s always important that you show your appreciation. Past and current customers aren’t obligated to refer you, so when they do, make sure to let them know that it you’re grateful.

“This could be with a simple phone call, email or even better, a handwritten note,” Flaherty writes.

“The important thing is to express your appreciation. You'll also encourage additional referrals this way.”

Don't wait to get started

Start now to ensure you're meeting those buyers who are actively seeking credible vendors via referrals. Adopting these best practices can help effectively establish a successful routine that easily turns satisfied customers into a steady source of new opportunities.

Photo by Vitaly Gariev on Unsplash