How to get more referrals

Stop Hoping for Referrals… Start Asking for Them

Our industry generates a lot of referrals. We do good work, customers are happy, and word spreads. But here's the problem: most shops treat referrals like they just "happen."

That's not a strategy. If you want more referrals and the revenue that comes with them you need to make this a real business process. Here's how:

Track What Matters

You can't improve what you don't measure. Most shops only track referrals received, but that's incomplete. Track three things:

1. Referrals asked for (your leading indicator)

2. Referrals received 

3. Revenue from those referrals

The number of asks drives everything else. If your team isn't making asks, you won't get referrals.

Be Specific in Your Ask

Don't ask, "Do you know anyone who might need shirts?" That's too vague.

Example - If you're talking to a construction company owner, ask:  "Do you know any owners of other subs you work with that I could reach out to and bring the same value we're bringing to you?"

Give them a specific category/person to think about. It makes it easier for them to come up with names.

Make It Easy for Them

Don't make your customer figure out what to say. Draft the connection email yourself and send it to them. Ask them to put both you and the referral in the "To" line and hit send.

Here's a template:

"Hey [Name], we've been working with [Your Shop] for a while, and they've done a great job with our uniforms and workwear. I think it would be beneficial for you two to connect, and I hope they can help you as well."

This approach has two benefits: you know the referral was actually made, and your customer doesn't have to think about what to write.

Follow Up and Say Thanks

When someone refers you, follow up with them. Let them know you got a meeting with the new company. If you end up closing the deal, send a thank-you.

Whether you offer an incentive is up to you. Some people refer because they like helping others. Others want "mailbox money." A discount on their next order works, but sometimes a genuine thank-you is enough.

Time Your Asks Right

The best time to ask for referrals? During the honeymoon phase, or right after they receive their order. People are excited when they open that box and see the finished product. That's when they're most likely to say yes.

Any other time works too, as long as they're not pissed off about something.

Hold Your Team Accountable

This only works if you make it part of your process. Your team needs to be making these asks consistently.

Include referral asks in your weekly KPI reviews. Talk about it in one-on-ones. Make it clear this isn't optional.

The Bottom Line

You want referrals to increase - you have to ask for them, make it easy, and track your progress.

Start with your happiest customers. Draft that connection email template. Set up tracking in your CRM. And hold your team accountable to making the asks.

Do this consistently, and you'll turn referrals from something that "just happens" into a predictable revenue driver.