Asking for Referrals in an Email – Effective or a Waste of Time?
An email asking for referrals can be well intentioned and still leave your client unsure what to do next.
Here’s a recent exchange with one of my coaching clients – and two alternative emails you can adapt for your own clients.
Robert’s Initial Email to Me
Bill – I was going to send the following email to some of my clients. What do you think?
Gene,
I wondered if you would mind referring others to me so I could help them.
To serve others, I have educated myself and have received certifications in many areas of the financial business; life insurance, long-term care, financial planning, retirement, investments, disability income and more.
I need your help. Think about your family, friends, where you do business and others.
I assure you I will treat them with total respect, understanding and confidentiality.
I have attached a flyer to start the conversation.
Thank you very much!!
Robert
My Email to Robert
Robert – A few thoughts for you and then a couple of new email options:
- There is no real “call to action.” What is the one thing you want Gene to do? Think about people? Forward the checklist to them? Respond to hop on a call to brainstorm possible introductions? You’ve let him know you’re open to referrals – which is fine as far as that goes. But I don’t think this will spur any action.
- Generally speaking, asking for referrals or introductions with an email is not usually very effective. The only way I’ve found asking with an email is if you name one or more people you know your client knows and use the email to request a call with the client to talk through possible introductions.
- I think you’re underutilizing the quick financial planning checklist. You include it more as an afterthought, but the checklist could prompt Gene to think of specific people. It also gives him a tool for bringing value to others he cares about.
Here are a couple of new options for you to consider – to put into your own words…
OPTION #1
Subject Line:
Someone you care about might find this helpful
Email Message:
Gene,
I’ve attached a short Financial House Checklist that helps people see where their financial planning may be in good shape and where there might be some gaps worth addressing.
As you look it over, who comes to mind who might find it helpful? Perhaps someone who is approaching retirement, changing jobs, recently divorced or widowed, or simply wondering if they’re making the best financial decisions for themselves and their family.
Feel free to pass it along. And if you think someone might benefit from a conversation with me, let’s schedule a call to discuss the most comfortable way for you to make that introduction.
Thanks in advance for helping me help others you care about. I look forward to your thoughts about this.
~ Robert
OPTION #2
Subject Line:
A quick thought and a small favor
Email Message
Gene,
I’m on a bit of a mission to make sure everyone I know – and everyone they know – is making educated financial decisions that are in their best interests.
I’ve found that most people prefer to meet a financial guide through an introduction from someone they already trust.
I’m wondering if you might help me reach a few people you care about who just might benefit from taking a fresh look at their financial situation, especially those approaching retirement, experiencing a major life change, or wondering whether they have everything properly coordinated.
I’ve attached a short Financial House Checklist that has proven to be a helpful starting point for folks. Who comes to mind who might appreciate receiving it?
If someone does, I’d welcome an introduction and would be happy to help them determine whether there are opportunities or gaps worth exploring.
Thanks, Gene. I look forward to your thoughts about this idea.
~ Robert
A few more thoughts…
- The checklist creates a natural reason to reach out. Rather than asking Gene to think about who needs a financial advisor, you’re asking him to think about who might benefit from a useful resource. In this way, your client is able to introduce you – softly – with something of value.
- Life-event triggers help with recall. Asking someone to think of family, friends, and business acquaintances is too broad. Giving them two or three recognizable situations makes it easier for specific people to come to mind. You may have to adjust my examples to fit your core work, as well as tailor each email slightly to fit the recipient’s situation.
- Don’t let forwarding the checklist become a substitute for an introduction. That’s the one caution I’d offer. Forwarding a checklist is easy, but it doesn’t necessarily transfer the trust that comes from a personal introduction. Ideally, Gene would offer to connect you with someone who might benefit.
“Can you refer someone to me?” sounds like a simple request. But does your client know what to do next? Clarity of message and clarity of next steps are what might turn a well-intentioned email into an actionable email.
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