If referrals don’t come easily, it’s rarely because clients don’t appreciate you. More often, they’re simply not motivated at the moment or don’t understand who you’re looking for in a referral. The good news is there are three small, repeatable habits that can turn “I’ll keep you in mind” into consistent introductions.
1) Motivate clients with thoughtful, personal incentives.
When a client refers someone, acknowledge it in a way that matches what they genuinely enjoy. I’ve found small, personalized gestures can reinforce the behavior and keep referrals top of mind for clients.
For example, for one client who loves shopping, we send a mall voucher for every successful referral — and she often calls to say thank you and then shares another introduction. Another client, a positive senior citizen with a sweet tooth but who is diabetic, receives a quarterly tub of sugar-free ice cream. And for a music lover who regularly refers, we send passes to musical shows. The point isn’t the dollar amount; it’s paying attention and showing appreciation in a way that feels personal.
2) Teach clients how to think about referrals.
Clients may not refer because they do not know whom to refer. When you ask them for a referral, they are thinking, Did anybody ask me for a financial advisor? No.
So, you need to teach your clients how to think for you. You can ask questions such as
- Do you know someone who recently had a child?
- Do you know someone who just sold a business?
- Do you know someone caring for aging parents?
These prompts do the thinking for them — and make it easier to connect your services to real situations.
3) Build the referral ask into your annual review process.
At the end of every annual review, we send a short four-question survey. It reinforces service quality and creates a natural moment to request an introduction. These questions are
- Are you happy with your portfolio?
- Are you happy with our reporting?
- Is there anything else we can do for you?
- Do you know anyone who would value our services? If yes, please share their name and best contact details, plus a good time for a quick call.
If you send it to 10 clients every month, you will have at least two of the clients responding with contact details.
Stay consistent with your processes, and then referrals become a natural extension of your great client service.
Kavita Bothra is a five-year MDRT member and a Top of the Table member. This is excerpted from her 2024 MDRT Global Conference session, “Turning rough roads into smooth sailing while prospecting.” (MDRT member-exclusive content)
For more about how to encourage referrals
- Listen to the “MDRT Podcast series: Referrals” (MDRT member-exclusive content)
- Read “End prospecting: Attract more referrals with less effort”
