A client tells you their friend Dana needs a new website and says to get in touch. It’s a good lead, but you’ve never spoken to Dana, and you don’t want to sound like you’re cold-calling on your client’s name.
A referral feels awkward when you’re unsure what the other person knows. The fix is to find out before you write, and to make your first message about them.
What should you ask the client before you get in touch
A quick question to the person who referred you saves a clumsy opening. Ask:
- Is the person expecting to hear from me?
- What do they need, as far as you know?
- Would you prefer to introduce us, or should I contact them directly?
- Is it all right to mention your name?
If the client offers to introduce you, accept. An introduction by email means the person has already agreed to hear from you.
When should you follow up
Soon. Aim for a day or two after the referral, while the conversation is still fresh for everyone. Leaving it for weeks can reflect on the client who recommended you, as well as on you.
If you can’t take on work right now, still get in touch. Say when you’ll be available or suggest someone else. A prompt, honest answer protects the relationship with the client.
What should the first message say
Keep it short and cover four things.
- 01Say who referred youName the client in the first line and explain the connection. “Sam mentioned you’re planning a new website” tells them straight away why you’re writing.
- 02Show you know what they needRefer briefly to what the client told you, without assuming too much. “I understand you’re looking at a rebuild” leaves room for them to correct you.
- 03Keep your introduction shortOne sentence about what you do and how you worked with the client is enough. They can look you up if they want more.
- 04Offer one easy next stepSuggest a short call or ask a single question. Make it easy to say no as well, so there’s no pressure on them or on your client.
An example message to a referral
Subject: [Client name] suggested I get in touch
Hi [name],
[Client name] mentioned you’re looking for help with [project] and suggested I get in touch. I worked with them on [similar work].
I’d be glad to hear more about what you need. Would a 20-minute call this week or next suit? If now isn’t the right time, no problem at all.
Thanks,
[Your name]
Keep it this short. Save your portfolio and prices for when they ask.
What if they do not reply
Follow up once, about a week later, with a brief note. A referral isn’t the same as an enquiry. The person didn’t ask to hear from you, so they owe you less of an answer than someone who filled in your form.
Hi [name], just following up on my note last week. If [project] isn’t a priority right now, no problem. You’re welcome to get in touch whenever it suits.
After that, leave it. Don’t ask the client to chase on your behalf. If they ask how it went, tell them plainly that you got in touch and haven’t heard back.
How do you thank the person who referred you
Thank the client when you receive the referral, not when it turns into paid work. The favour was the recommendation.
Then close the loop. Let them know you made contact and, later, how it turned out. Keep the details of the other person’s project to yourself. “We’re starting next month” or “the timing wasn’t right” is enough.
Hi [client], thanks again for recommending me to [name]. We spoke on [day] and I’m putting a proposal together. I really appreciate you thinking of me.
A client who hears back knows the person they sent was looked after.
How do you keep track of referrals
Record who referred each lead on the lead’s record, along with the date you got in touch and what happened next. Note it on the client’s record too, so you remember to thank them and can see who recommends you.
Treat the lead like any other from there: a next action, an owner and a date. For that routine, read How to follow up leads without being pushy. For the product overview, see Stack’s sales pipeline.
If a client has mentioned someone recently and you haven’t acted on it, start there. Ask the client the four questions, then write today.