How not to use a referral

Here are three things he could have done differently to more effectively capitalize on his referral:

1. Open with a testimonial. Testimonials are powerful, especially if they come from someone we know. The sender of the email could have asked the referrer to describe how he benefited from his services and included that description in his email. This would have captured my attention and increased his credibility.
2. Ask for an introduction. It would have been very effective if the sender had asked the referrer for a direct introduction rather than opting to send me a standard prospecting email.
3. Focus on results. Rather than using a generic approach, the sender could have outlined the work and results he achieved for the referrer. That, combined with a testimonial, would have been vastly more effective.

A referral is a precious thing; don’t carelessly toss it away. Follow these steps to capitalize on your next referral.

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• How (not) to ask for recommendations, referrals and references, Part 2
• Referrals: Avoid that awkward first date
• The key to unlocking referrals