From my archive, a great conversation with Denise Praul

If a prospective customer is introduced to you by someone they trust, you're far more likely to close that sale than if they stumbled upon you on Google. That’s the beauty of referral marketing, and it goes beyond traditional word of mouth. But how do you create a system that consistently brings in high-quality referrals? That’s what this conversation is all about.

1. Referrals = Borrowed Trust

When someone is referred to you, you’re borrowing the reputation of the person who made the referral. This is a game-changer because the new client comes in with a built-in level of trust that makes closing the sale much easier. They’re not starting from scratch—they already believe in you because someone they trust vouched for you.

2. Focus on the Benefits, Not Just the Features

It’s easy to get caught up in the technical details of your product or service, but customers are more interested in how it benefits them. Denise points out that for referral partners to help you, they need to know exactly who you want to work with and why someone should choose your services. Focus on solving pain points, not just listing features.

3. Start with the Relationships You Already Have

Instead of constantly trying to build new relationships, Denise suggests focusing on the network you’ve already developed. People who already know, like, and trust you are your best advocates. Train them on how to refer you by clearly explaining your target market and the benefits of your services.

4. Give to Get

Referrals are a two-way street. You can’t just expect to receive them without offering something in return. Be proactive in asking others how you can help them, and genuinely try to send referrals their way. A good question to end any meeting with is: “How can I help you?” This opens up a deeper conversation about how you can support their business too.

5. Tell Stories

People remember stories. If you want your referral partners to easily explain what you do, share real-life examples of clients you’ve helped. These stories make your work more relatable and easier to understand, making it more likely they’ll think of you when they come across a potential referral.

Building a referral system isn’t just about luck—it’s about being intentional. By focusing on trust, relationships, and storytelling, you can create a steady stream of high-quality referrals. And the best part? When someone comes to you by referral, they’re already primed to buy.

Looking for more networking tips? Grab a copy of my book https://www.amazon.com/dp/B0C3BMD6JW