Back to Basics – Week 8: Need more leads? 📬

I was planning to wrap up our Back to Sales Basics series this week, but I have some news:

We’re extending it!

I’ve been truly touched by the number of notes I’ve received each week from folks who’ve been testing and trying these sales fundamentals — and over the moon about the results they’ve reported! 

So I’ve decided to share a couple bonus weeks of back-to-basics tips that strengthen sales in any economy (and especially during uncertain times that make business building feel more daunting). 

This week, we’re talking about one of the easiest ways to generate energy in your pipeline: referrals.

What if I told you that the best way to find your next client is sitting right in front of you?

Too often, I hear from frustrated founders who invested time, energy and money into the latest trend to drive leads — LinkedIn campaigns, cold outreach to lists of unfamiliar executives, conference sponsorship and more. 

All while — especially for solo consultants and boutique firms that don’t require that many customers per year — your number one resource for qualified, aligned leads goes untapped:

Your existing clients.

After years of working with exceptional founders, I’m still astounded by how few actively ask existing clients for referrals. When I ask why not, I typically hear:

• “I don’t want to seem desperate”
• “I don’t want to inconvenience my busy clients”
• “It feels too salesy”

If you can relate, let me share what I’ve learned after 20+ years in sales:

✓ Clients want to help you, but they’re busy and aren’t likely to be proactive
✓ Clients know how business works and will likely be impressed by your professionalism 
✓ As long as you’re authentic and kind, your clients won’t be offended

Still need convincing? According to Extole, B2B companies with referrals achieve 70% higher conversion rates — and I like those odds in any economic times, but especially now.

➡️ Here’s my favorite way to start the conversation:

“If I could clone you again and again, I would. You are my most ideal client because [insert your specific reasons]. As I look ahead, do you have any suggestions on how I can find more of you?!”

Notice I don’t directly ask for a referral — I ask how I can find more clients like them. This invites creative thinking and feels collaborative rather than transactional.

If they seem receptive, follow up with more direct questions:

• “Do you have any colleagues experiencing similar challenges who could use my help?”
  • Why this is a solid approach: If they know someone who’s struggling with something you can help with, a direct introduction with their endorsement can be the fastest way to see some action in your pipeline.
    
• “Do you gather with colleagues at any particular events or within any specific industry organizations? Do you ever invite outside experts to speak?” 
  • Why I like this: Sometimes clients don’t have a lead for you — plus, putting you in front of a group of their peers can feel easier for them while giving you even greater odds of meeting new leads!
    
• “Are you currently working with any other consultants or service providers who serve other leaders like you in the industry?”
  • Why this is powerful: An intro to other trusted partners could turn into a steady referral partner over time!

The key: Make it easy for them. Follow up with an email providing text they can copy and paste for introductions.

Your homework: Identify your three most satisfied clients and plan to ask them this question at your next meeting. (If you don’t have an upcoming meeting, reach out for a catch-up — you’ll get much better results in conversation than over email.)

Remember: You’re not asking for a favor or inconveniencing them — you’re giving them a chance to help someone they know solve a real problem by introducing them to you, a trusted partner who can get the job done.