Describe the useful trigger

Explain the problem that should make someone think of your business. Use the language a customer might use, not only your internal category name. Include a few fit indicators and clear exclusions. The objective is not to persuade everyone to refer more people; it is to help them recognise a genuinely relevant conversation. Avoid asking supporters to assess confidential financial or personal information.

Give the referrer a safe handoff

Provide a short description and a contact route that can be shared without exaggeration. Explain whether you prefer an introduction or a direct enquiry. If any referral arrangement exists, handle its terms separately and transparently. Review the brief when your service changes. A referrer should not be relying on an old offer that your team no longer delivers.

Imagine this

Hypothetical example

A hypothetical onboarding consultancy tells contacts to look for teams struggling with inconsistent employee setup across locations. It excludes one-off technical support requests and provides a short introduction note. The brief makes referrals more relevant without asking the intermediary to act as a salesperson.

Make it practical.

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