How to ask for B2B referrals: a simple agency playbook

1. Choose a moment grounded in value

Good moments include a client confirming a useful milestone, giving clear positive feedback, or renewing because the work still serves them. Do not ask while a complaint or missed promise is unresolved. Verify that they are comfortable recommending you instead of inferring it from polite praise.

• Record the result the client actually acknowledged.
• Check for outstanding issues before making the request.
• Ask the account owner whether the timing and contact are appropriate.

2. Make the introduction easy to picture

Describe a problem you solve, the kind of organization it fits, and the relevant role. Do not require the client to share a private contact list. One thoughtful introduction is enough for a first request.

I’m glad [confirmed result] was useful. We’re looking to help [type of team] dealing with [specific problem]. Is there anyone you think would benefit from a short conversation? If someone comes to mind, would you be comfortable asking whether they want an introduction? No pressure if not.

3. Provide a short note they can forward

Give the client a neutral explanation of who you are and why a conversation might help. Keep it brief and avoid inserting results or endorsements they have not approved. Let them edit it or introduce you in their own words.

I work with [agency] on [type of work]. They help [audience] with [problem]. I thought a short introduction might be useful given [relevant context]. Would you like me to connect you?

4. Handle the introduction without creating work for the client

Once both people agree to the introduction, reply with a short thank-you and a clear next step. Ask the new contact about their situation before presenting a proposal. Tell the referring client that you followed up, but do not share the new contact’s commercial details without permission.

• Confirm that the new contact wants the conversation.
• Offer a brief initial discussion with a clear purpose.
• Record the source internally and keep client context private.
• If there is no fit, say so and close the loop politely.

5. Add a repeatable reminder, not an automatic ask

Start with an internal reminder after confirmed wins. Let the account owner decide whether to ask. Do not turn every completed task into a referral prompt.

If you introduce incentives, agree the rules first and check the client’s policies and any relevant restrictions with the appropriate owner. Never offer a personal reward to a procurement decision maker as a shortcut. A useful introduction does not require a reward.

Track asks, accepted introductions, qualified conversations, and resulting engagements separately. Conversion from introduction to engagement = engagements won ÷ introductions received for a defined cohort. Small samples are volatile; counts and reasons are more useful than a grand claim about program performance.