“People don’t give referrals because they don’t want to help. They just need a reason—and a reminder.”

- Dan Rochon

Referrals Aren’t Dead—They’ve Just Evolved

Referrals have always been a goldmine. They bring warm leads, higher close rates, and stronger trust from the start. But the landscape in 2025 looks different.

The average consumer is bombarded with options. When someone refers you, they’re essentially co-signing your reputation—and people are more careful about doing that today.

So, no—referrals aren’t automatic anymore. You’ve got to earn them with strategy and intention.

Why the Habit Has Changed

A few years ago, people shared recommendations in passing. Word of mouth was casual, and it worked. But now?

Everyone’s tuned out by default. They’re juggling too much content, too many messages, and too little time. Referrals haven’t stopped happening—but they’ve slowed down because people aren’t thinking about them as often.

And when they do? It’s usually because someone made it easy.

What Works in 2025

1. Start early

Don’t wait until a deal closes to bring up referrals. Plant the seed early in the relationship. Make it part of your normal rhythm.

2. Be specific

“Do you know anyone who needs my service?” isn’t cutting it anymore. Try this:

“If someone mentions they’re overwhelmed with [insert challenge], send them my way—I’ve got something working right now.”

That gives them a scenario they can recognize—and a solution they can share confidently.

3. Equip your advocates

Make it easy for people to talk about you. A short case study, a client win, or a one-liner they can repeat? That’s how you stay top of mind.

Make It Part of the Process

Here’s the key: stop treating referrals like a bonus.

Make them part of your process. Build a system for when and how you ask. Create templates. Add a reminder to your calendar. Train your team to do it, too.

Referrals in 2025 still work—but only if you work them.

<< Prev | Next >>