Referrals slowing down? Start here.

Referrals are one of the best things that can happen to a business. They come from people who already trust you, they tend to close easily and they cost you almost nothing.

But if referrals are your only way of getting new business, you're not fully in control of your growth. When they slow down, and at some point they usually do, it can feel like the phone just stopped ringing and you're not sure why.

If that's where you are right now, here's where I'd start.

1. Get specific about who you serve best

Look at your favorite clients from the past year: the ones who paid well, valued your work and were a pleasure to work with. What do they have in common? Industry, size, location, the problem they came to you with?

The clearer you are about who you serve best, the easier everything else becomes, from what you say in your marketing to where you go to find more people like them.

2. Make your offer easy to say yes to

Many owners are brilliant at what they do but struggle to explain it. If someone asked, "What exactly do you do, and why should I choose you?" could you answer in two sentences?

A strong offer makes the outcome clear, shows why you're the right person to deliver it, and makes it feel easy and low-risk to get started. When your offer is clear, people understand what to refer you for, and new prospects understand why to say yes.

3. Ask for referrals on purpose

Most happy clients are glad to refer you. They just don't think about it unless you ask. Build a simple habit: when you finish a project or hear a client say something positive, thank them and ask if they know anyone else who could use the same help.

This turns referrals from something that happens to you into something you can count on more consistently.

4. Build one more dependable way to reach new customers

You don't need to be everywhere. Pick one channel that fits your business and commit to it consistently. Depending on who you serve, that might be:

• Outreach to businesses that match your ideal client, by email, LinkedIn or phone
• Regular, helpful posts on the social platform your clients actually use
• Partnerships with businesses that serve the same clients you do, but don't compete with you
• Speaking, workshops or events where your ideal clients gather

The key word is consistent. One channel worked steadily for six months will almost always beat five channels tried for two weeks each.

5. Track what's working

Each week, note how many new leads came in and where they came from. Over time, you'll see which efforts are worth your energy and which aren't. That's how you go from hoping the phone rings to knowing where your next customer is coming from.

You don't have to do it all yourself

If you're an established B2B business ready to grow beyond referrals, or you want help creating marketing that still sounds like you, take a look at the partners on my Recommended page. They're companies I've personally vetted.

Some links on the Recommended page are affiliate links. If you sign up, I may earn a commission at no extra cost to you.

— Jackie