Customer referrals are the cheapest and most effective source of new business, because they come with trust that a company would otherwise have to spend months building. Most companies, however, never ask for them and rely on them arriving on their own. Timing is decisive: customers are most willing shortly after achieving a result, not at the end of the year via a mass request. The ask should be specific – not whether they know someone, but whether they know someone dealing with the same problem. Alongside referring a contact, it is worth also asking for a written testimonial, consent to use their logo, or a short video. Systematically building this question into the process after completing an order delivers more than any campaign.
See also: Referral programme, Case study, Customer reference video.
