I know referrals are the best source of new business but I feel awkward asking for them. Is there a way to systematically generate referrals without coming across as desperate?
Getting Referrals Without Being Pushy
Timing is everything. The best time to ask is right after you deliver a big refund check. The client is happy, grateful, and feeling great about their decision to hire you. That's when you say: I'm glad we were able to recover this for you. Do you know anyone else who might benefit from the same kind of review? It's natural, not pushy.
I don't even ask directly anymore. I just make it easy. After every successful audit, I send the client 5 of my business cards and a brief email saying if you know anyone dealing with high utility costs, I'd appreciate the introduction. Low pressure, but it plants the seed. About 1 in 3 clients sends me a referral within the next year.
What about offering a referral fee or finder's fee? Would that incentivize more referrals?
Be careful with referral fees - some states have regulations about this, especially if the referrer isn't a licensed professional. I've seen auditors get into trouble offering kickbacks to facility managers whose companies have anti-bribery policies. Stick to a nice thank-you gift or a donation to their favorite charity in their name. Much cleaner.
Vince makes a good point about referral fee regulations. A bottle of wine or a nice restaurant gift card as a thank you is fine. A structured percentage-based referral fee can create legal and ethical complications. Keep it simple and genuine.