How to ask coaching clients for referrals

Your existing clients are your best sales people, but asking for referrals isn’t always easy

Word of mouth is often the largest source of new clients for coaches. And that’s a good sign. There are lots of ways coaches can market their services, but referrals from existing clients are super valuable. It’s a sign your work is effective and the referral is far more likely to convert. Best of all, it’s totally free.

In fact, some coaching businesses are built purely on word of mouth. But what if you’re seeing great results with your clients but they’re not referring anyone to you? They might just need a strategic nudge to open their mind.

Asking coaching clients to refer you

If every one of your clients referred you to one of their network every month, you’d have more clients than you could handle. With such a strong recommendation, there’s a good chance you’ll convert them and they’ll have a strong level of trust immediately.

But the truth is many of your clients just aren’t on that wavelength. Sure, if someone asked them directly to recommend a coach, they’d rave about you, but they might not be thinking about actively trying to find you more work.

I'm reluctant to ask my clients for referrals

It’s natural to shy away from asking your clients to refer new clients. Your job is to get them results – you work for them, not the other way around. Besides, there are tons of other referral partners you could ask.

You don’t want to appear needy. The best coaches are oversubscribed, with a constant flow of new business. It’s just not a good look to admit you need more work.

You also don’t discuss other clients with them. In fact, you want your client to feel like they’re your number one priority. They don’t want you to be busier with other clients or to hike up your prices!

So if you don’t want to ask your client for referrals, that’s fine. If you don’t need more leads, that’s great. But if you do, read on.

Reframe your resistance

Take a leaf out of your own book and reframe all the things you’re concerned about. Your clients might love the challenge of finding your second favourite client. They might want more of their network to benefit from your work.

Far from appearing needy, you simply want to work with the right type of client. It’s a strategic shift in focus and while you’re inundated with requests, you’re becoming more selective about who you work with. Your client will appreciate their chance to work with you even more.

Some of your clients might be relieved to know you have lots of new clients, knowing you’re not about to jump ship and get a corporate job, for example. The more clients you have, the more experience you have and the bigger your network of influence. You’re doubling down on your craft.

Still not convinced? Try this prompt in ChatGPT:

I’m a [specific niche] coach and I want more referrals from existing clients. However, I’m reluctant to ask them. The main reason(s) for this are [explain your main reservations]. Ask me five questions, one by one, that dig deeper into my beliefs around this. Then, help me reframe these reservations in such a way that I feel it is appropriate to ask clients if they know other people that would benefit from my work.

Do they know you're open to new coaching work?

One of the biggest reasons your coaching clients aren’t referring you to their network is because they don’t know you’d like referrals. For all they know, you could be fully booked with clients. This is especially true if you’re providing a great service or have a thriving personal brand.

Unless they’re business minded, they’re unlikely to ask you and about how busy you are or where your leads come from. They might not expect you to be forthcoming with that information anyway.

For this reason, you need a simple way to let your clients know you’re open to new business. It’s not pushy, it’s an FYI that could be as simple as:

“I’ve got a couple of spaces for new clients at the moment so if anyone mentions they’re looking for help, I’d be open for a chat with them to see if I can help.”

How to ask a client for a referral - rules and template

If the above isn’t strong enough and you want to be more direct, there are some options. But there are some guidelines.

Remember: you’re offering value; not just asking for work. Position your message as such.

Keep your ask simple and breezy. Your client is not your sales assistant.

Your clients don’t owe you anything, so don’t follow them up.

If they do refer you to someone, show your appreciation.

“Hi [client name]

It’s been great working with you these last [few months], and I’d love more clients like you!

I have a couple of spaces opening up in [the next two weeks] so if you know anyone that might be a good fit, I’d welcome the introduction and the chance to help them [with their business challenges].

As always, great to catch up and see you soon.”

Should I offer commission or a finders fee?

Whilst this is a great tactic for your referral network as additional motivation, it’s often unnecessary for existing clients and even a potential problem.

Offering any kind of financial reward can incentivise the wrong behaviour, potentially resulting in ill-fitting referrals. If you’re offering a discounted month, for example, it shows that you can afford to reduce your prices or it cheapens your service.

A far better option is to spend money on a “thank you” card and gift when a referral converts to an actual client.

What else do they need to know?

Once you’ve asked for referrals, some clients will ask for more information about who you’re looking to work with or how is best make the referral.

Make sure you’re clear about the type of client you’re looking for and perhaps who you’re not looking for. Referrals of the wrong people waste everyone’s time.

Do you want them to suggest the person first? If you’re able to check someone out online before the introduction is made, that’s ideal. This way you can ask for the referral or politely decline before having a call or email exchange.

If someone checks you out online, how do you look? It works both ways. If someone wants to do their due diligence on you, which web pages will they find on Google? How’s your brand looking? What about social media, especially your LinkedIn profile?

Referrals should be a slam dunk so don’t fall at the final hurdle.

It's not a big deal

Don’t overthink asking for referrals. It’s not a sign of desperation or weakness, it’s an opportunity for clients to show their appreciation for your work and help members of their network get great coaching.

Understand your resistance, ask ChatGPT for help, and send a relaxed message explaining you’re open for business. This could be the start of a period of strong, reliable growth for your coaching business; just remember to say thanks!