How can businesses effectively leverage referrals to build trust and increase customer acquisition?

92% of consumers trust referrals from people they know


Sales Strategy


In today’s world, consumers are bombarded with advertisements and marketing messages everywhere they turn. With so much noise in the marketplace, it can be challenging for salespeople to cut through the clutter and connect with potential customers. However, there is one powerful tool that can help sales teams build trust and credibility with their prospects: referrals.

According to a 2012 report by Nielsen, 92% of consumers trust referrals from people they know. This means that personal recommendations from friends, family, and colleagues are more effective at influencing buying decisions than any other form of advertising. For sales teams, this presents a tremendous opportunity to leverage the power of referrals to grow their business.

So, why are referrals so powerful? First and foremost, they are based on trust. When someone refers a product or service to a friend or family member, they are putting their reputation on the line. If the referral turns out to be a bad experience, it could damage the relationship between the referrer and the recipient. Therefore, people are much more likely to refer something that they truly believe in and have had a positive experience with.

Additionally, referrals are often more qualified leads. When someone refers a product or service to a friend, they have already done some of the legwork in terms of qualifying the prospect. They have likely talked to the recipient about their needs and pain points and have determined that the product or service could be a good fit. This means that sales teams can spend less time on the front end of the sales process trying to qualify prospects and more time building relationships and closing deals.

So, how can sales teams leverage the power of referrals? The first step is to ask for them. Surprisingly, many salespeople never ask for referrals from their happy customers. However, if you have provided a great product or service and your customer is satisfied, they will likely be happy to refer you to others. Don’t be afraid to ask for referrals, but make sure you do so in a way that doesn’t come across as pushy or desperate.

Another way to leverage referrals is to create a referral program. This could involve offering discounts or other incentives to customers who refer new business to you. By incentivizing referrals, you are not only encouraging your customers to refer you to others but also showing them that you appreciate their business and want to reward them for their loyalty.

Referrals are a powerful tool that sales teams can use to build trust, credibility, and grow their business. By leveraging the power of referrals, salespeople can spend less time on the front end of the sales process and focus more on building relationships and closing deals. So, if you haven’t already, start asking for referrals and create a referral program to incentivize your customers to refer new business to you.

More 2012 Stats

More Sales Strategy Stats

84% of B2B buyers start the purchasing process with a referral

72 percent of business leaders said that sales tool integrations are essential to retaining business and beating the competition.

97% of sales leaders and sales operations pros say AI gives reps more time to sell

The best time to make sales calls is within 1 hour of receiving their initial inquiry

The businesses’ buying process will involve around 6-10 decision-makers

Personalizing email subject lines leads to a 22% increase in open rate

54% of sales leaders say proposals sent is one of the most important productivity metrics to track

41% of companies struggle to quickly follow up with leads

77% of B2B buyers reported that their latest purchase was either “Difficult” or “Very Complex”

69% of recipients report spam based only on the subject line

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