Referrals are often the fastest path to closing new business, especially as the year winds down. But many salespeople struggle with how to ask, worried it’ll sound needy or awkward. Done right, referral requests can feel natural, professional, and even valuable for the client.
Use the "Sandler Satisfaction Check-In"
Before asking, check in on their experience. Ask: “How has your experience been so far?” or “What results are you most proud of this year?” When a client reflects on success, it opens the door for an easy transition into a referral conversation. We also like using the Sandler thermometer closing technique and adapting it for current clients.
Make It About Helping Others
Instead of asking, "Who can you refer me to?", try: "Is there anyone in your network who’s also dealing with X challenge that we could help with?" This frames the ask as a value-add for someone they care about. Don't be afraid to also let them know who they might need to be introduced to as well. Referrals are a 2 way street!
Be Specific
The more specific you are, the easier it is for the client to think of someone. For example: “Do you know any other sales managers in the manufacturing space who are looking to improve closing ratios before year-end?” You need to help the person you're asking the referral from understand what they are looking for.
Offer to Help Them Make the Intro
Take the work off their plate. Offer to draft a short intro email they can forward or edit. Make it easy and low pressure.
Keep the Door Open
If they don’t have someone in mind right away, that’s fine. Say something like, “If anyone comes to mind later, feel free to send them my way, no rush.” Or offer to find them an introduction too.
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