Referrals are one of the most powerful but consistently under-utilized growth tools available. When I ask my clients why they don’t ask for referrals more, the answers range from “I don’t really know how,” to “I don’t want to impose.” I shall address both issues here.

This is how to ask for — and receive — referrals. When a customer buys something, instead of asking for a referral, promise to ask for one. “A few days after your order comes in (or after we’re done working), I will call or write you to make sure we’ve done well for you. At that time, if you’re pleased, I will ask you for a referral to somebody like you, who would find value in our work or products.” In planting the seed like this, you’re giving your customer time to consider the right referral, and you hold them — and yourself! — accountable to the referral. When the time comes, you simply ask. With this technique, more than any other, you get the referral. This approach works whether you sell products or services; and whether you are Amazon.com or a start-up.

In regards to not imposing: If we are here in this world to help people, it is our job to expose our value to as many potential buyers as we can. It doesn’t matter if you’re religious or spiritual or not. We’re here to do well, and to do good. As such, we fail when we do not ask. It’s not an imposition. It’s an opportunity to help somebody new.