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4 steps to building a referral strategy

In today’s newsletter, I will share the exact system I use to build a referral strategy. Referrals are incredibly important for generating opportunities in 2023. By following these steps, you can start more conversations by tapping into the network of your existing customers.

Here’s how:

Step 1: Make a list of existing customers

Existing and past customers are incredibly valuable in generating new opportunities. To create a list of these customers, go to your CRM and include the following information:

  • Full name
  • Company
  • Job title
  • Status (Active, Inactive)
  • Details about the ongoing or past contract

Step 2: Write a “Thank You” script

Now that you have a list of existing and past customers, you can write a loose script using the following framework:

  • Thank you: Begin with a quick thank you and mention your ongoing or past contract with the customer. Be specific to indicate that it’s not a generic message.
  • Referral ask: Request a referral from the customer by highlighting the problem you solved for them.
  • PS: Add a PS addressed to the person who received the referral.


  • Thank you: Mary, recording this short video to thank you for working with me. I really enjoyed training your SDR team, and based on the work I’ve seen from your team, it looks like your reps will start a lot more conversations than before.
  • Referral ask: Additionally, if you know of anyone (inside the company or outside) who is trying to solve the problem you solved with our training, would you be able to forward them this email? This would mean a lot to me!
  • PS: If Mary sent you this video/email, you can reach out to me at [email protected] or on LinkedIn.

Step 3: Record a video

To record your referral video, use Tolstoy and follow these steps. Check my example below:

Bonus tip: Add your calendar link as a call-to-action at the end of the video.

Step 4: Send it

Your video is ready to be sent. I suggest embedding it in an email and including a brief introduction. You may also want to add a PS below the video, as shown here:

Image #2

This is how you can build a referral strategy to start more conversations with your existing customers’ network. Give it a try and let me know how it goes (via LinkedIn or by replying to this email).


Thibaut Souyris

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