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Stefan Kazakis on 29 February 2020

The critical parts of any strong referral system

It’s the last week of referral month here at Business Benchmark Group, so we thought we would finish up our wonderful month with a recap on all thing’s relevant to referrals.  

Once you’ve finished this week’s blog, you’ll have direction to plenty of material so you can become a referral king.

Firstly, I want you to ask yourself, what are you doing for your referral strategy game?

Are you implementing small things to increase the number of referrals you’re getting each week or even each month?

Whilst some careers and industries thrive more from referrals than others, you always want your customers to do even some of your marketing for you.

You don’t want to leave anything to chance and you want to make sure that you have accounted for all aspects of marketing within your business.

When thinking about how you will increase referrals, I want you to think of the following points.

1. Define who your ideal client is

Is there any point in having a referral if it isn’t someone you want to work with? The answer is ‘No.’  You want your referrals to be for people who you will work with. The only place you make money in business is from sales, so if you aren’t going to make a sale then what was the point in the referral in the first place!

2. Positioning your referrals         

   Remember in our blog from the first week? Where we discussed how getting a referral for business was like getting a referral for a restaurant? The more specific you are when you ask for a referral, the better quality your referral will be. So, remember to be specific when asking who it is you want to be referred, this is done after you define who your ideal client is!

3. What are you offering your clients? What’s in it for them?

Why would your clients refer you? Are they getting something out of it (incentives such as discounts, gifts, free service)? Are they referring you just because you gave them a wonderful service? People will not give referrals unless you give them a reason to! Always ask for feedback, and always try and find a cost-effective incentive!

 3.Give a wonderful service that encourages stellar reviews instead of just aiming for satisfied customers

Remember from our second blog of the referral series, how we discussed that the best referral strategy you can have is providing a service worth referring. The most sure-fire way of encouraging your customers to refer you to all of their friends is to provide a service or product that they will tell a story about. Make sure you do everything you can to turn your satisfied customers into enthusiastic fans, fans who tell all their friends about the best service they have ever been given.  


4. Think about who your ‘A’ Grade customers are and ask them to tell their friends about you

Positioning your referrals is so crucial to assure that your referral is a desired client. So, I want you to think about who your ‘A’ Grade customers are, ones who pay on time, who come to meetings on time, clients who are pleasant to deal with etc. Now, you want to position your referrals to these customers. Why? They are ‘A’ Grade customers so they will carefully consider who they are going to refer, they don’t want to give you a bad referral just as much as you don’t want to receive them. ‘A’ Grade customers will attract ‘A’ Grade referrals.

5. Give customers a chance to think about referrals

The last thing you want to do is spring a last-minute referral on someone.

For a few reasons:

  • If it’s last minute, your customer won’t have put thought and consideration into who they are referring
  • People don’t like being put under pressure - as a general rule!
  • Ask for referrals the same way you want to be given referrals – thought out, considered and prepared for!


6. Market for referrals

Some ways to market your referrals:

  • Referral / networking event
  • Gift vouchers
  • Bring a friend sale


7. Ignore your head trash

This is one of the toughest elements of referrals, like we discussed in the following blogs:

  1. How to deal with head trash when asking for referrals 
  2. Ignore your head trash 

It’s a necessity to Ignore your head trash in order to build a solid referral program, we recommend reading the mentioned blogs for some great tips on how to do this.

Referrals are the most sure-fire way to turn your leads into customers, so make sure you read and listen to all our referral resources to assure you are making the most of your referral system!

Referral links:


  1. 5 things you can do right now to increase referrals.
  2. Why you need to show gratitude and surprise when you receive referrals (but no kickbacks)
  3. How to deal with head trash
  4. Want more referrals? You get what you ask for
  5. The best WOM strategies we’ve heard
  6. Writing your elevator pitch 
  7. Writing a referral program that gets results


  1. Writing your elevator pitch
  2. How to get more referrals
  3. How to build your referral strategy
  4. The most successful business model in the world

We hope referral month has been helpful for you and we hope you make use of all the resources we have provided!!

Referral month was a month created to encourage referrals within our community, so make sure you are implementing our tactics within your business, every day!

 Stefan Kazakis 

CEO, Business Benchmark Group

Looking for a business coach? Find out more about the Board of Directors 12 Business Coaching Program.

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