Quick Win + Pro Tip: Get Intentional About Your Referral Outreach Strategy

Your customers, partners, former teammates, and friends are your best advocates - but if you don’t ask them for help, they likely won’t realize you need it. And if you aren’t intentional about how you ask for help, it’s less likely to result in you creating the kind of connections that you’re hoping to.

The key is to reach out to your best connections and ask them to make an introduction to someone in their network (if you have a specific idea about who, even better! But more on that later).

It sounds daunting. After all, asking for help, especially from professional connections, can feel like an imposition. However, it helps to remember that an introduction is just that - an opportunity to speak to someone new. You’re not asking for a guarantee of new business or fishing for a sale. All that you’re asking is that an initial greeting is facilitated.

Here are the steps.

Step 1.

Identify your best connections and think about whether they seem like they’d have a relevant network and be willing to make introductions. Consider what industries you want to continue growing in, specific types of events you’d like to pursue, or groups with your target demographic, and reach out to clients who are most likely to have connections within those groups.

Step 2.

The more targeted your requests for connections are, the more likely they are to result in a meeting with your ideal potential customer. Before you talk with the connections you’ve identified, figure out who they may be able to connect you with. LinkedIn is a great tool for this.

Go to your client’s profile and see if any of their LinkedIn connections are somebody you think you could build a partnership with, provide value to, or support. What you’re really looking for here is mutual value. When your customer reaches out, you want them to be able to share why meeting you could benefit the person they’re connecting you with, not just your team.

Pro Tip: Use your CRM to manage the entire process by logging which customers you plan to reach out to and who you’d like them to connect you with.

Step 3.

Reach out to your connections and ask them if they would be open to making introductions to people in their network. If they are, be prepared with 2-3 names of people or organizations you’d like to have them reach out to on your behalf.

It may be that they don’t have a close enough relationship with one (or more!) of the names you share to personally introduce you, but it will give them an idea of the types of groups you’re looking to connect with and may give them an idea of who would be a good fit.

The initial request for help often feels the hardest because there are so many variables.

What’s the best way to reach out to your client? What should you say? How do you approach the conversation? Here are a few ways to get started:

Work it into conversation

If the client you’re asking for a referral is somebody you speak to and work with regularly, that’s great! Work the request into your regular conversation. Not only is this more personal, it takes pressure off by making the ask feel more casual. Here’s a guide for how you can start the conversation:

You: Hey, (client). Do you have a few extra minutes to talk? There’s something I wanted to run by you.

Client: Sure, what do you have for me?

You:  It’s about my business and adding to it with customers that are really good fits. I’ve really enjoyed working with you and your company and thought I would ask if you have anyone in your network that might be a good fit for what we do? Not sure if anyone would come to mind, but thought I’d ask.

From there, let the conversation flow naturally!

Casually schedule a quick call

If this is somebody you have a close relationship with but don’t have any upcoming meetings scheduled, shoot them a quick text. Tell them you have something you want to run by them and ask if they’d have 5-10 minutes to hop on the phone over the next few days for a quick chat.

Email

For customers who you most regularly talk to via email or are particularly hard to meet with face-to-face or over the phone, you can also email them your request! Keep it short, casual, and direct.

Here’s a template:

SUBJECT: Idea to run by you

[CLIENT NAME],

I hope things are going well in your world.

I am reaching out with an idea to run by you.

I was brainstorming about ways to find more clients like you and your company, as we are really looking to work with more good fits. I wondered if you might have any ideas of people/companies that you know of that might be a fit for us. No worries either way, just thought I would ask to see if anyone comes to mind.

Thank you in advance and I look forward to catching up some time.

Best,
[YOUR NAME]

If they respond positively, make sure to follow up with a few specific names of groups you’d like to connect with.

Step 4.

After the initial ask, especially if your client responds positively, don’t be afraid to follow up! Even though your customers will likely be willing or even excited to help, it likely won’t be at the top of their priority list or top of mind - so make sure to give them a reminder.

Here’s a guide for what you can say:

SUBJECT: Ideas for meeting with [NAME]

[CLIENT NAME],

Thanks for your willingness to help me connect with [NAME]! Let's find a time to catch up and talk through the next steps for making an introduction. I'd love to treat you to breakfast, coffee, lunch, drinks, or dinner. We could also meet up at [X, Y, Z event] or play a round of golf. Whatever works best for you!

Thanks,
[YOUR NAME]

The goal here is to make this as easy (and enjoyable!) for everyone as possible. After all, this client is doing a favor for you, so meet them where they’re at.

Reaching Out to a Connection Directly.

It’s also possible that your client will recommend that you reach out to the new connection directly, with them copied in case they want to jump in.

Of course, in an ideal case scenario, your client is the one to make the introduction. But if they don’t have the time, don’t push them.

Here’s what you can say when given the green light to reach out:

SUBJECT: Introduction from [CLIENT NAME]

Hello [NAME],

My name is [YOUR NAME] and I'm friends with [CLIENT NAME] (cc'd here). We've worked together for [X] years doing [type / number of events] across [geographic area]. [CLIENT NAME] thought we could be a good fit.

For context, I've been producing and managing AV events for over [NUMBER OF YEARS]. Most of the events I work on are [ADD DETAILS HERE]. I think this is one reason why [CLIENT NAME] thought we could be a good fit.

I realize this email is out of the blue, but I've always been curious about [NAME OF ORGANIZATION] and wondered if there may be an opportunity for my team to support your events and help you reach your goals. 

Here are some resources in case you'd like to learn more about me and [NAME OF YOUR COMPANY]:

• [YOUR LINKEDIN (hyperlinked)]
• [YOUR COMPANY WEBSITE (hyperlinked)]

Please let me know if you might be open to scheduling a call sometime. I'd also be happy to [list anything of value you can provide. I.e.: discuss your upcoming event, review any proposals you have, be a sounding board for more ideas, share venue resources, etc.]

Best,
[YOUR NAME]


Your primary goals when asking your clients for help are:

1. Provide them context about your ask. Frame it in a safe and easy to understand way.
2. Express your appreciation and gratitude for your relationship.
3. Draw a parallel between them as a customer and finding others like them.
4. Make a simple, casual ask to see if they can help you.
5. If they think of a person they’d introduce you to, make it easy for them.

Want to learn more? Join our live event peer group or reach out to learn more about strategically building your referral program!