Although referrals do arrive without assistance, if you want them to be a new business mainstay you need to actively encourage them. Here are some ways to do this:

1. Promote how referable you are

   Consider adding an icon to your website homepage; here’s an example. Maybe also include a link to a landing page that actively promotes your referral programme.

   Doing this will gain you the following benefits:

   • Visiting prospects are reassured that your clients are happy to refer you. This makes them more comfortable about picking up the phone.
   • Your clients are reminded that you actively welcome referrals and because of this, are more likely to do so.
     
     
2. Become a referrer yourself

   Referrers get referrals. Meet with your preferred partners to agree how you might develop a proactive reciprocal referral programme.
   
   

3. Change your email signature

   Periodically use a Net Promoter Score email signature to pinpoint the clients most likely to refer you. This will allow you to target them with on-going support and encouragement.
   
   

4. Don’t ask for referrals. Paint a picture instead

   Putting people on the spot by asking for names of potential referrals rarely works. Instead describe the persona of your ideal client and ask if they can match this description to people they know.
   
   

5. Do ask for feedback

   Whether it’s the AOB at the end of the meeting, using your email signature or calling them for a quick chat on the phone; asking your clients for feedback on how you might improve your client services, potentially delivers big benefits:

   (i) Clients are more likely to refer you

   • If you make the changes that they suggest, then contact them to say so. Showing them that their opinion is valued will help to turn them into an active advocate.
   • If they can’t think of any changes to make, then move the conversation on to how they might be able to refer you more in the future.

   (ii) Clients who you’ve consulted also become more loyal to the firm

   People like giving their opinion when asked; it shows respect and that their judgement and ideas are valued. And just by being asked, their relationship with you is enhanced and they become less likely to move their business to another firm.
   
   

6. Give your staff the information they need, at a glance

   Your staff are key drivers of referrals into the business; they talk to clients throughout the week, so you need to be confident in what they’re saying.

   Consider creating a cheat-sheet to sit on people’s desks that states concisely:

   • What specific value and benefits you deliver to each client segment.
   • The range of services that you offer to clients (this also helps them to upsell and cross-sell).
   • An agreed definition of what an ideal new business client ‘looks like’ (their persona).
     
     
7. Connect on LinkedIn with advocate clients

   Plan to get a few introductions each time you meet with a client:

   • Start by enhancing your LinkedIn profile. Then invite key clients to connect with you.
   • Before each client meeting, take a look at who they’re connected to. Pull out some names that seem to match the profile/persona of your ideal client.
   • At the end of the meeting talk about how you’re actively encouraging referrals; remind them of the benefits you deliver and what your ideal client looks like. Then ask them if they’d be happy to introduce you to two or three of their LinkedIn contacts.
     
     

Ultimately your referral programme needs to increase the number of referral conversations that take place. These ideas should help to increase the odds of this happening.