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Turning happy customers into referrals
A referral is the warmest lead you can get. The new customer already trusts you because a friend does. But most happy customers never think to pass your name on unless you ask. A simple habit turns "I hope they tell people" into steady work.
GUIDE
Who it's for: owners who get word-of-mouth work but leave it to chance.
Time needed: 15 minutes to set up. About a minute per customer after that.
You'll need: your phone, a simple spreadsheet and a few thank-you cards or vouchers.
Our view: ask in person when the job is signed off, then thank every referrer properly. The thank-you matters as much as the ask.
Our Referral Guide
Step 2. Ask in one line
"Really glad you're happy with it. If you know anyone else who needs [service], we'd love to help them too."
Keep it light. If they say they'll think of someone, leave it there.
Step 3. Made it easy to pass on
Leave 2 business cards, or text them a short message they can forward:
Hi [name], thanks again for having us. If anyone you know needs [service], they can call me on [phone] or book here: [link]. Cheers, [your name], [business]
Step 1. Know your best moment
Ask when the customer is happiest:
the job's finished and they've said thanks
they've sent a nice text or left a good review
they've booked you again
Step 5. Thank every referrer
Thank them even if the job didn't go ahead. A handwritten card, a coffee voucher or a call works. Say thanks, but don't share details of the other person's job.
Step 4. Track who sent who
Keep one spreadsheet with 4 columns: date, new customer, who referred them and what you sent as a thank-you. Ask every new caller "How did you hear about us?" so you catch every referral.
Watch out our
Mixing referrals and reviews. Thanking someone for a referral is fine. Offering anything in return for a Google review breaks Google's rules (Prohibited and restricted content). Keep the two separate.
Big promises. If you offer a reward, say exactly what it is and when they get it, then deliver it.
Pushing too hard. One friendly ask is enough. Chasing feels like a sales pitch.
Contacting the friend yourself. A marketing text or email to someone who hasn't agreed to it can break NZ's spam rules (DIA). Let the new customer get in touch first.
How to check it's working
Count referrals each month from your spreadsheet.
Check everyone on the list got a thank-you.
Note who refers more than once. They're your best supporters, so look after them.
Want to stay in touch with past customers too? See guide E1, A basic monthly newsletter.
Further reading: Promote your business (business.govt.nz)
Want us to do it for you?
Our Lead Recovery System tidies your customer list and sets up win-back emails with a referral ask built in. $795 +GST. See the Lead Recovery System
Part of the Local Trust Score guides from Buzz Marketing.
Check your score: Local Trust Score quiz
Example: Sione's coffee vouchers
Sione runs a painting business and got most of his work by word of mouth. He started asking at sign-off and posting a card and a coffee voucher to every referrer. Referrals now turn up most months and a few customers have referred more than once.
The rule: Ask, Track, Thank
Ask every happy customer, at the moment they're happiest.
Track every referral in one place.
Thank every referrer, every time, even if no job came of it.
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