BY Jessica Helinski
Are you making the most of your network to gain sales referrals? If you aren’t bringing in referrals often, then maybe you aren’t using your network to its full potential. And if this is the case, you’re not alone.
35% of B2B salespeople say that gaining referrals is a top weakness, according to the latest Voice of the Sales Rep study. This percentage jumps with age. 46% of baby boomer sellers admit this is a big weakness, compared to only 30% of Gen Zers.
This suggests that new sellers, such as Gen Z reps, may have better comfort with modern referral strategies, such as leveraging CRM tools. In contrast, older reps may rely more on traditional methods that are less efficient or less aligned with today’s buyer behavior.
These sellers are missing a major opportunity with potential prospects, according to additional research from SalesFuel.
Why are sales referrals important?
40% of B2B buyers say they are more likely to take a call or meeting from a salesperson who was referred to them. This interest in referrals is notably higher among buyers in the business services vertical; 47% are more willing to engage with a rep if they’ve been referred.
And when researching vendors they want to work with, 37% of buyers actually look for referrals during their search.
This reveals just how important trust and credibility are to buyers. Sellers must work to gain referrals by proactively asking satisfied customers for introductions. They should also create opportunities that make it easy for clients to recommend them.
But how can they do this?
First, it’s helpful if you already have a solid relationship with the person from whom you’re seeking a referral. A random LinkedIn contact that you’ve engaged with occasionally online may not be an easy ask.
Consider people who are familiar with you, the solutions you offer, your company, and your value.
As recruiting professional Shreya Mehta adds, “A good referral is built on clarity and connection.”
How to get quality referrals easily
Modern referral-request methods involve a mix of traditional and digital-based methods. According to RAIN Group’s Mary Flaherty, simply asking remains a tried-and-true method.
Just ask
“You’ll get a lot more referrals if you ask for them,” she explains.
Simply ask directly and politely if they know of anyone who could benefit from knowing you. This could be an ask of a current client, or someone within your network. Regardless, make sure that your ask has a personal touch. Generic copy-and-paste emailed requests lack feeling.
Opportunities for sales referrals may also pop up, so don’t shy away from spontaneously acting.
Positive moments with customers are perfect opportunities to ask. When someone praises your service, use that moment to see if they’d be willing to connect you with others who could benefit.
Also, make sure that your ask comes across as more of a request than an expectation, sales professional David Jacoby suggests.
“By positioning your request as seeking assistance rather than expecting a favor, you’re more likely to receive a positive response.”
Acknowledge how their assistance can help your business, as well as others. And always express appreciation.
Passive requests
Another effective way to ask for referrals today is to pop opportunities into digital outreaches. Adding a link to submit referrals as part of your email signature is a simply way to encourage them.
You can also add a referral submission link to your social media profile, or link to it in social media posts. Final slides on presentations and webinars are also great ways to introduce a referral link without having to ask directly.
Tap into AI
Finally, sellers can leverage AI to gain more sales referrals. As HubSpot’s Diego Alamir explains, today’s AI tools can help you identify who among your clients and network are likely to refer others.
AI can analyze customer data such as past purchases, website interactions and social media activity. It can then tailor referral requests to suggest people who both are likely to refer and who is interested in your solution.
By embracing new and old tactics, like proactive asking and AI insights, sellers can turn their networks into a consistent source of high-quality referrals.
As SalesFuel’s Tim Londergan notes, “Referrals are the most rewarding and cost-effective way to master sales. You can achieve more sales and build your business with this underutilized process.”
Photo by Vanessa Garcia
