How to Get Referrals for Your Small Business

To get more referrals, ask for them on purpose: right after a client sees a good result, in a specific way, with an introduction they can send in a minute. Then thank everyone who refers, follow up on every introduction and keep a simple record of what your asks produce.

This page is about asking. If you want a formal reward scheme with written rules, see how to create a referral program. For gathering quotes and reviews, see how to collect customer testimonials.

Ask at the right moment

The right moment is soon after the client has seen the result, not weeks later and not before the work is finished. Good times include:

• when you deliver the final piece of work and the client says they're happy;
• when a client thanks you for solving a problem;
• at a project review, once the results are in.

Don't ask while an invoice is in dispute or a problem is still open. Fix that first.

Ask for something specific

"If you know anyone who needs help, send them my way" is pleasant to hear and can be quick to forget. Name the kind of person you can help and the situation they're in:

• "Do you know another restaurant owner who's still doing their books by hand?"
• "Is there anyone in your network about to move offices who'd want the same setup?"

A specific question can give the client one name to think of.

Make the introduction easy

Offer to do the work of the introduction. Send a short message the client can forward, with two or three sentences on what you do, who it's for and how to reach you. Ask whether they'd prefer to introduce you by email or to pass on your details, and go with their choice.

Follow up and say thank you

Contact every introduced person within a working day, and mention who introduced you. Tell the referrer when you've been in touch, and thank them whether or not the work goes ahead. People may refer again when they know their introduction was handled well.

If you give referrers something in return, keep it simple and the same for everyone. If they mention you in public, a reward can matter to readers. In the US, the FTC's guidance on its Endorsement Guides (checked October 31, 2026) says: "If the audience understands the relationship, a disclosure isn't needed." How to create a referral program covers disclosure in more detail.

Worked example: tracking what your asks produce

Sample figures: over six months, a consultant asks 25 clients for a referral at the end of a project. 9 of them make an introduction, and 4 of those introductions become paying clients. So 9 ÷ 25 = 0.36, or 36% of asks led to an introduction, and 4 ÷ 9 = 0.44, or about 44% of introductions became clients. Next time, change one thing, such as when you ask or how specific the question is, and compare the same two figures.

Where Billed fits

When a referred client becomes a customer, Billed's invoice software page says: "Invoice reports show which invoices are paid, partially paid or past due, and you can see who owes you money and send them a payment reminder." Use it to confirm the first invoice is paid before you count the referral as a win.

Mistakes to avoid

• Asking only once, in a general way, at the end of the year.
• Asking while the client is still waiting on something from you.
• Letting an introduction sit for days before you reply.
• Forgetting to tell the referrer what happened.

When this guide isn't for you

If your new work mainly comes from public tenders or platforms that control introductions, follow their rules instead. This page doesn't give legal advice; ask a lawyer about rewards or disclosures.

Related Articles

• How to Create a Referral Program
• How to Collect Customer Testimonials
• Networking Strategies for Small Business
• How to Build Customer Loyalty

Frequently Asked Questions

When is the right time to ask for a referral?

Soon after they've seen a good result, such as when you deliver the final work and they say they're happy. Avoid asking while a problem or an invoice is still open.

How do I ask for referrals without being pushy?

Ask a specific question about one kind of person you can help, offer a short message they can forward, and accept a "not right now" without pressing.

Should I offer a reward for referrals?

It's optional. If you do, use the same reward for everyone and write the rules down; see how to create a referral program. In the US, the FTC's Endorsement Guides guidance (checked October 31, 2026) says: "If the audience understands the relationship, a disclosure isn't needed."

How do I know if asking for referrals is working?

Count how many asks lead to an introduction and how many introductions become clients, and compare those figures each time you change how you ask.