Eighty-four percent of B2B sales start with a referral—so why are most founders still waiting for them to happen naturally?
In this episode, Brandon Barnum, CEO of HOA.com and author of Raving Referrals, reveals the system that turns referrals from occasional windfalls into predictable pipeline. Discover why asking for referrals at the beginning of a relationship (not the end) changes everything, how to automate referral requests so they happen without you remembering, and why seventy-nine percent of business owners have virtually zero strategic referral partners—and how to build a network that actively fills your calendar.
Most founders treat referrals like surprise bonuses—something that happens when you do great work and get lucky. They wait until the end of a project to awkwardly ask if the customer knows anyone else who might need their services. By then, the emotional peak has passed, the request feels transactional, and the answer is usually "I'll keep you in mind." That's not a system. That's hope disguised as strategy.
The difference between hoping for referrals and engineering them starts with when you ask. Not after you've delivered value—before. The moment a customer decides to hire you, ask for permission: "Before we begin, can I ask you a favor?" They'll say yes. Then: "I'm committed to delivering a five-star experience. Once I've proven that to you, would it be okay if I ask for referrals?" You've now set an expectation and created a commitment. More importantly, you've given yourself permission to listen for what comes next.
Once you've pre-framed the ask, pay attention to praise. When clients say "This is amazing" or "I'm so glad we're working together," they're in a peak emotional state—the perfect moment to remind them of their earlier commitment. "I'm thrilled to hear that. Remember when we started, you said you'd be open to referrals once I wowed you? Now that you've experienced it firsthand, who else could I help the same way I've helped you?" The timing converts goodwill into action before the emotion fades.
But verbal requests only capture moments. Automation captures volume. Integrate referral requests into every customer touchpoint. Add a line to your email signature: "Know someone who needs [your solution]? I'd love to help." Include a referral request in invoices, follow-up sequences, and thank-you notes. One mortgage broker automated a simple question into his CRM: "On a scale of 1-10, how likely are you to recommend our service?" Anyone who answered 8 or above received an immediate follow-up: "Thank you! Since you're willing to recommend us, who specifically comes to mind?" Eighty percent of high scorers provided at least one name.
Your customers aren't your only referral source. Seventy-nine percent of business owners have between zero and two referral partners who send them at least one opportunity every ninety days. Identify businesses that already serve your ideal customers and become the solution they recommend when their clients face problems you solve. If you're a financial advisor, partner with real estate agents and accountants. If you run a marketing agency, partner with web developers and business coaches. The key is complementary services, not competitive ones.
Great partnerships need structure. Don't just exchange business cards and hope. Create a referral partner blueprint: commit to specific co-marketing activities. Promote each other on social media, co-host workshops, feature each other in newsletters, or run joint webinars. One plus one becomes eleven when both partners actively promote the relationship instead of passively waiting for opportunities.
Referrals don't just happen—they're engineered. Pre-frame the ask at the start, automate requests into every touchpoint, listen for emotional peaks, and build partnerships with businesses that already serve your customers. Most founders treat referrals as a bonus when they should be treating them as infrastructure. Build the system once, and your pipeline fills itself.
Watch the Full Episode on building a business referral system with expert Brandon Barnum below:
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