We all know that a coaching practice with a steady stream of referrals is key to a sustainable, easeful business. A frequent question I get from coaches is, “How do I get more referrals?”

While there are many strategies for asking for referrals, getting referrals that turn into great clients is more of an art than a science. So, if you want more referrals, here are some things to consider about the art of referrals:

1) A client will only refer if they are truly satisfied with their experience. No one will put their reputation on the line unless they’re confident you will deliver a great client experience. If their experience was anything less than excellent, they likely won’t refer, even if they know people who need your services.
The best way to gauge this is through a thorough completion process that shines a light on their experience: what they gained and, frankly, what they didn’t—such as unmet goals or perceived promises that weren’t fulfilled. If they had a great experience, the perfect time to ask for a referrals and a testimonial is after you received glowing feedback during a completion.

2) You need a coaching process that helps clients get from where they are to where they want to be. You may be a fantastic “just-in-time” coach, helping clients navigate issues as they arise. However, if clients come to you with goals and don’t make significant progress toward them—if you don’t help them bridge the gap between where they are and where they want to be—they likely won’t refer you. A well defined coaching process, including tools and resources that help with your ideal clients greatest needs, is essential for a referable practice.

3) Some clients won’t think to refer unless you ask. Not everyone is naturally wired to make referrals, even if they loved working with you. They may also assume you’re already successful and don’t need more clients. Make sure your clients know that you welcome referrals and will gladly give a complimentary consultation or breakthrough session to anyone they refer.

4) Some people don’t refer simply because they don’t understand who your ideal client is or how you help. If someone knows you’re a leadership coach, don’t assume that’s enough. Having a clear ideal client and a strong value proposition—and being able to articulate both in a clear, concise and compelling way—can make a huge difference in your referability.

5) Some people will never refer, regardless of their experience. Because coaching is such a personal and intimate process, some private clients won’t share their experience with others—even if you ask. It’s not about you, though it can feel that way.

6) If someone refers a client who doesn’t have a great experience, they may never refer again. If they were a client themselves, they may assume their own experience was unique. If they weren’t a client, one strike may be enough. While confidentiality matters, doing what you can to proactively follow up and support the relationship can help preserve it.

7) Only take on referred prospects you know you can truly help. People may refer others who need support, but that doesn’t always mean you’re the right fit, or that the person is ready for coaching. It can be tempting to say yes as a favor, but just because you can doesn’t mean you should. If a referral client turns out not to be a fit, it’s crucial to proactively “call the ball” or redesign the coaching alliance.

8) When a referral leads to a satisfied client, that person can become a “super referrer.” Anyone who has referred once is more likely to refer again, especially if their referral had a great experience. These relationships are worth nurturing.
Over the past 25 years, I’ve had about a dozen super referrers—people who consistently send several clients a year and keep me top of mind. They can send dozens of prospects your way over time. Be intentional about nurturing these relationships. Make sure they know how much you value them and how much you appreciate every referral. Go out of your way to support the people they send, even if they aren’t a fit. In some cases, it may even make sense to create a formal referral partnership with a referral fee.

I’m curious—what other “arts” of referrals have you experienced in your own practice? Comment below. I love learning and sharing best practices from this community.