Many agents don’t love asking for referrals because that can feel weird. You don’t want to appear to be chasing business every time you talk to a client, right?
But referrals are one of the easiest, warmest, and most effective ways to grow your book of business. People trust recommendations from friends and family more than some ad or a stranger on the internet.
So, how do you ask without it getting awkward?
Make It About Them, Not You
This is where a lot of agents go wrong. They turn the request into a pitch-like ask:
“Do you know anyone else who needs insurance?”
Try something like:
“If you ever hear a friend or colleague complain about their coverage or say they’re confused about their benefits, give them my name, and I’d be happy to help them just like I helped you.”
The difference between these questions is positioning yourself as a helpful resource, not a salesperson looking for a new lead. It’s a slight shift, but it makes a huge difference in your client’s mind.
Clients remember why they like you: a helpful resource who cares about them and wants to positively impact people’s lives.
Plant the Seed Early and Naturally
The best time to mention referrals to clients isn’t after you’ve closed the sale but when you’ve just solved a problem, saved them money, or explained something no one else took the time to explain. It should be a simple statement like:
“I love working with people like you, solving problems and saving them money. I wish I could solve more problems for people and save them money like I did for you.”
It’s casual and genuine, and it lets them know you’re open to helping more people without making it a big deal. Clients are more likely to provide referrals to you because they’re just casually helping their friends and colleagues who need help like they did!
Your clients will also feel this places them in a better light with their friends and colleagues, and that may influence your clients to act.
Give People a Reason and a Way to Refer You
People want to recommend good people, but most don’t know how, or they forget. Make it easy by giving them something valuable and easy to understand to pass along, like:
- A quick benefits guide
- A simple checklist like “5 Things to Look for Before Picking a Health Plan.”
- A short article on “How to avoid getting stuck with surprise medical bills.”
It doesn’t have to be a printed document, but an email link to the articles or blogs mentioning the materials you want them to pass along. Your outreach can say:
“If you know anyone else dealing with this kind of stuff, feel free to share this with them, as it might save them some headaches.”
You’re now empowering your client to help someone else, not asking for a favor. When they help their friends by forwarding the material, what do those friends think about the next time they need insurance help? You!
Be an Actual Person and Say, “Thank You!”
We covered this in our trusted advisor’s article earlier, but we bring it up again now as it’s important: make the referral a big deal. You don’t have to send them a $100 gift card unless you want to, and it’s compliant with whatever state and federal regulations you need to comply with, but do something personal:
- A handwritten thank you note
- A small, thoughtful gift, like a local gift card
- A quick phone call to say, “Hey, I really appreciate you thinking of me.”
People remember how you made them feel; if they feel appreciated, you’ll stay on top of their minds the next time an opportunity arises.
Create Little Referral Opportunities
Life’s everyday moments are opportunities for you to interact with clients, reminding them why they do business with you and how others can benefit from doing business with you, too:
- When a client compliments your service, thank them and let them know how much you like helping people like your client fix the same issue.
- When you solve a tricky problem for clients, let them know you’re here to help them, their friends, and family whenever they have this type of problem arise.
- When they renew their policy and tell you how smooth it was, thank them for the compliment and offer the same service to any friend or colleague they know.
- Life events such as people getting married, having a baby, or changing jobs are great opportunities to remind them that other family and friends going through these same events are perfect people you can also help.
It’s casual and friendly, and it feels like a natural extension of the conversation. Getting referrals doesn’t have to feel gross.
The key is to make it about helping people, not chasing business. Be valuable, stay genuine, and appreciate the folks who send people your way. When you approach it like that, the referrals will come, and you will find that great life-long client mutually beneficial partnership.
Agility’s Market Managers, Product Specialists, and Agent Support are experts in establishing these client connections for referrals. The Agility team is happy to walk agents through this process to a successful conclusion.
Contact our team directly using their direct contact information or contact Agility at (866) 590-9771 or email [email protected] for a free brainstorming strategy session. Agility can also add you to our free weekly email list for tips and vital information!
Let our expertise turn your referral requests into an empowering opportunity for you and your clients.
