How to Get More Referrals Without Feeling Awkward

There’s a cinnamon scroll shop near me where people line up on a Saturday. I sometimes drive past and see a queue stretching down the street. It’s a good reminder of how powerful word of mouth can be.

When I ask video production business owners where their work comes from, word of mouth is often the main answer. That tells me something is going well. Their clients value the work and enjoy the experience enough to recommend them.

But it raises another question: do they know where the next job is coming from?

Referrals can arrive in a rush, then stop for weeks. You can be doing excellent work and still feel uncertain about investing in your business because you have little idea what’s ahead.

You don’t have to give up what’s good about word of mouth. You can make it a more deliberate part of how you bring in work, starting with a few honest conversations.

Word of mouth is valuable, but difficult to plan around

The shop is called Sebby’s Scrolls. I haven’t actually tried the scrolls yet. I’m not much of a fan of lining up. But the queue says something about the reputation the business has built.

I suspect the experience of going there has become part of the appeal too: the anticipation, the visit and the inevitable Instagram photo. People talk about it and bring their friends.

That kind of enthusiasm is powerful. Still, it’s a rare business that can rely entirely on people spreading the word. And however good our corporate videos are, they probably don’t offer the same instant pleasure as a warm cinnamon scroll.

In video production, a recommendation gives you a valuable head start. Someone has already told the prospective client that you’re good to work with. You begin the conversation with a degree of trust.

The difficulty is that you have little control over when those conversations happen. Hoping for another referral can leave you riding the same waves of busyness and quiet. It’s one of the patterns I explore in how to escape the feast or famine cycle in your video business.

The opportunity is to build on those good relationships and ask for introductions, instead of waiting for them to happen.

Start by being someone clients want to recommend

Before asking for introductions, look at the experience you give your clients.

Making a good video matters. But think about everything that happens around the production:

• How quickly do you reply?

• Do you explain things clearly?

• Do you take an interest in what the client is trying to achieve?

• Do people feel comfortable and well looked after on the filming day?

• Is the process easy to follow?

• Do you do what you said you would do?

All those small details contribute to someone coming away thinking, “That was a great experience.”

A client might love the finished video but hesitate to recommend you if the process was stressful. On the other hand, feeling listened to and looked after gives them confidence that you’ll treat the person they introduce just as well.

When someone recommends you, they’re putting a little of their own reputation behind you. Make that an easy decision for them.

Ask for an introduction

I prefer the word “introduction” to “referral”. It feels more human. You’re asking to meet someone who might benefit from what you do.

Start with a client you have a good relationship with. You know they enjoyed working with you, and you’re proud of the work you created together.

You might ask when you see them, or call them. Be clear about why you’re getting in touch. Don’t pretend you’re calling for another reason and slip the request in at the end.

Here’s a way to put it:

“I’ve really enjoyed working with you, and I’m proud of the work we’ve created together. I’d love to work with more organisations like yours. Is there anyone who comes to mind that you think I should meet? No pressure at all, but if someone in your network could benefit from this kind of work, I’d really appreciate an introduction.”

You don’t need to read that word for word. Use language that feels natural to you and suits the relationship.

The important parts are simple: acknowledge the work you’ve done together, explain who you’d like to meet and make the request without pressure.

Give people a question they can think about

Your choice of words can help someone think of a person.

“Do you know anyone who could benefit from what I do?” is easy to answer with a quick yes or no. “Is there anyone who comes to mind?” invites them to pause and consider their network.

If the relationship allows for a more direct question, you could ask:

“Who do you know who could benefit from having a video made?”

Keep it polite and give them room to say that nobody comes to mind. The aim is a useful introduction, not making someone feel obliged to find you a lead.

Asking can feel vulnerable. You’re making it clear that you would appreciate help. But if you’ve been valuable to someone, you may be surprised by how willing they are to help you.

Look for introductions inside the organisation

An introduction doesn’t have to lead to a new company.

In a larger organisation, different teams may be trying to solve similar communication problems. You might work with the marketing team while another department needs training videos, event coverage or help explaining a new initiative.

You could ask your client:

“I’ve really enjoyed working with you on this project. Are there any other teams in the business that you think could benefit from this sort of work? I’ve noticed that organisations often have several teams trying to solve similar challenges. If anyone comes to mind, I’d appreciate an introduction.”

You already understand something about the organisation and have demonstrated that you can deliver. An introduction from a colleague can help another team feel comfortable talking to you.

This also fits with building a simple follow-up system for past clients. Staying in touch helps you understand what is happening in their organisation and where your work might be useful again.

Keep goodwill at the centre of the relationship

I’m usually wary of offering a commission for an introduction.

I’ve had people tell me they’ll pay a percentage if I recommend them and the job goes ahead. In an ordinary client relationship, that can make a helpful gesture feel like a transaction.

There is a place for commissions. If you have a professional salesperson working on your behalf, or a clearly agreed commercial relationship with another business, payment may make sense.

But a happy client doesn’t necessarily need a financial incentive to introduce you. They may simply want to be helpful.

There’s also satisfaction in making a good recommendation. When you introduce someone who does excellent work, and the person you helped thanks you afterwards, it reflects well on you.

That’s why the fit matters. A useful introduction helps both people. Focus on doing work that people can confidently recommend and meeting people you can actually help.

Choose the right people to approach

Think about the people in your network who enjoy connecting others.

My wife is like this. When she finds someone good, she loves telling her friends, talking them up and sharing their details. Some people get a lot of pleasure from making the right connection.

These are good people to have a conversation with. They could be clients, friends, associates or other contacts who understand what you do.

Consider who knows your work, who is likely to know the kind of clients you want to serve, and who enjoys helping people. You don’t need to ask everyone the same question.

If someone tends to approach every interaction by asking what’s in it for them, they may be less suited to this kind of request. Put your attention into relationships where there is already trust and goodwill.

Ask while things are going well

The best time to ask for an introduction is often when you don’t urgently need the work.

When things are going well, you can ask comfortably. You’re pleased with the work you’ve done, clear about the people you want to meet and less attached to the answer.

When the business is quiet and you’re worried about the next job, it can be harder to keep that pressure out of the conversation.

That doesn’t mean you can only ask when you’re busy. It means introductions are worth making part of your regular business activity, so you’re building relationships before you’re desperate for work.

Turn the idea into a few real conversations

It’s easy to agree with this advice and then put it off because asking feels uncomfortable.

Start by making a list of people you already know. Include clients, prospects, friends and associates who could know someone you would like to work with.

Choose a few people you feel comfortable approaching. Think about why an introduction would make sense, then decide how you’ll ask.

Have a short structure in mind, rather than a script to recite. The conversation should sound like you.

Then take the action. A list on its own won’t change anything.

I’ve used coaching over the years to help me take actions I might otherwise avoid. Agreeing on a useful step with a coach, committing to it and having someone check in can make a difference. You spend less time second-guessing yourself and more time doing the work.

You can’t control whether someone makes an introduction, or whether it becomes a project. But you can control the experience you give your clients, the relationships you maintain and whether you ask.

That gives you a more active role in word of mouth, while keeping the trust and personal connection that make it valuable.

Want help building a more reliable flow of work?

If you’d like support with finding clients, strengthening relationships and taking the actions you’ve been putting off, you can find out about coaching for video production business owners.