Key Takeaways
- Only 11% of agents ask for referrals consistently—yet 91% of clients say they'd give them
- Specific asks ("Who do you know who just had a baby?") generate 3x more referrals than general asks
- The best time to ask is within 5 minutes of a positive client statement
The Art of the Ask
Client Question: "Is there anything else I can do to help you?"
Only 11% of agents ask for referrals consistently. Yet 91% of clients say they'd be willing to give them. This is the biggest missed opportunity in insurance sales.
Why Agents Don't Ask
- Fear of seeming pushy
- Don't want to jeopardize the relationship
- Don't know how to ask
- Assume clients will refer naturally
When to Ask
| Moment | Why It Works |
|---|---|
| After policy delivery | Client feels good about decision |
| After great service | Gratitude is high |
| At annual reviews | Relationship is refreshed |
| After a claim | (Handled well) Deep appreciation |
| After solving a problem | You've proven your value |
The Post-Delivery Ask
A satisfied client after receiving their policy
Setup
You just delivered a policy and the client is happy. It's time to ask for referrals.
Client says:
“This was really easy—I'm glad I finally did this. Thanks for being patient with all my questions. I feel a lot better knowing my family is protected.”
Practice Objectives
- 1Acknowledge their kind words
- 2Transition naturally to the referral ask
- 3Be specific about who you'd like to meet
- 4Make it easy for them to think of someone
- 5Follow up on any names they provide
The Vague Response
A client who says "I'll think of someone"
Setup
You asked for referrals and the client gave a vague response. You need to help them get specific.
Client says:
“Referrals? Yeah, sure, I probably know some people who could use this. Let me think about it and I'll get back to you if I think of anyone.”
Practice Objectives
- 1Thank them but don't accept the vague answer
- 2Help them think through their network
- 3Ask about specific categories (coworkers, family, friends)
- 4Prompt them with life events (new parents, homebuyers)
- 5Get at least one name before leaving
The Reluctant Referrer
A client who hesitates to give referrals
Setup
The client likes you but seems uncomfortable giving referrals. You sense there's a reason.
Client says:
“I don't know... I don't really like giving out my friends' information. What if they don't want to be contacted? I don't want to put them in an awkward position.”
Practice Objectives
- 1Respect their hesitation—don't push through it
- 2Explore what they're concerned about
- 3Explain how you'd approach the referral respectfully
- 4Offer alternatives (introduction instead of cold call)
- 5Accept their answer if they're truly uncomfortable
The Strategic Ask
A well-connected client who could be a great referral source
Setup
Your client is a real estate agent who works with first-time homebuyers daily—a perfect referral source.
Client says:
“So what else can I help you with? Always happy to support the people who help me.”
Practice Objectives
- 1Recognize the partnership opportunity
- 2Explain how your services help their clients
- 3Propose a mutual referral arrangement
- 4Be specific about what introductions would be valuable
- 5Discuss how to make referrals seamless
A client says "Let me think of someone and get back to you." You should: