Part One: Definition of Referability
Statistics say it’s five times harder to get a customer than it is to keep a customer. Many sales professionals focus so much on closing deals that they forget to celebrate their wins or nurture their existing relationships. This “windshield selling” approach pushes them to constantly chase new opportunities without leveraging past successes.
A great example is how the fitness industry operates—December is a big month for preparing for the New Year, but those who strategize further ahead can make the upcoming year even bigger. Instead of only celebrating short-term wins, the key is to build on them and maximize their impact.
We teach an advocate system because referrals could form 80% of a business if mastered effectively. The best companies recognize that real, sustainable growth comes from operations, not just marketing. Sales professionals who deeply engage with clients ensure they receive the service and attention they deserve. For instance, every real estate transaction should be worth six more deals—through referrals and repeat business in the future.
Most salespeople struggle with maintaining relationships because they don’t see immediate gratification from them. This program changes that. We teach a 30/60/90-day onboarding system to nurture client relationships. Each touchpoint demonstrates value, strengthening connections and ensuring long-term success.
Questions to Consider:
What is your definition of referability?
Where do most of your referrals come from, and how are you tracking them?
Part Two: 4 Types of Customers
Understanding your customers helps you tailor your service and maximize referrals. There are four main types:
Detractors – Unhappy customers who may speak negatively about your service.
Passives – Neutral customers who neither promote nor criticize you.
Promoters – Satisfied customers who will say great things about you when asked.
Advocates – Highly engaged customers who actively refer and promote your business.
Questions to Consider:
How do you define an advocate vs. a promoter in your business?
What would your customers say about your services?
What type of customer (from the list above) are you?
Part Three: Building a Referral Business
Always be in the transformation, not the transaction business.
New Client Referrals
The best time to ask for referrals is when a customer is most impressed with your service—right after a successful transaction. When you exceed expectations, they naturally want to share their positive experience with others.
How to Ask: “Remember when I said I wanted to ‘replace myself’ at the end of our transaction with someone just as awesome as you?”
Past Client Referrals
Keep past clients engaged through ongoing conversations and marketing activities. Staying top of mind ensures they think of you when opportunities arise.
Advocate Referrals
These are your strongest and most consistent referral sources. They trust you and naturally share your services with others.
Other Sources (Connectors, Climbers, Someday/Aspirational/Fight Club)
The best professionals cultivate referrals from a wide range of people—not just existing clients.
Connectors have strong networks and love introducing people.
Climbers are ambitious professionals eager to engage with top-tier services.
Someday/Aspirational clients may not need you yet but will in the future.
Fight Club includes competitors who respect your work and may refer clients when they can’t take them on.
Emotional Bank Account
When you’ve deposited value into a relationship, you can make withdrawals in the form of referrals and continued business. Humans naturally want to help each other, yet statistics show that while 90% of people say they would give a testimonial, only 80% of salespeople actually ask for one.
Mastering referability means focusing on relationships, not just transactions. Leverage your network, stay engaged, and create an experience worth sharing!