Networking for Profits

REFERRALS HAVE LONG been the gold standard for growing a business. They’re more than just a method for acquiring new customers. They’re a way to build trust, deepen relationships, and ensure a steady stream of loyal clients.

Yet many print shop owners overlook this powerful tool, focusing instead on collecting Google reviews. While reviews are important for online credibility, referrals directly impact your bottom line. This brings in high-quality leads that more likely are to convert. Let’s take a closer look at what makes referrals so effective, and how you can create a winning referral strategy.

Why Are Referrals Powerful?

Referrals occur when your existing clients recommend your services to someone they know, whether that be a friend, colleague, or business connection. This isn’t just casual praise; it’s a personal endorsement backed by the trust they’ve already established with the person they’re referring. This trust significantly lowers barriers to entry, making it easier to close sales.

Compared to other forms of lead generation, referrals tend to:

Convert More Frequently: Referred customers often come with a built-in level of trust.
Cost Less: There’s no expensive advertising campaigns or time-consuming cold outreach.
Stay Loyal: Referral-based clients often have a higher lifetime value because they come with a stronger sense of connection to your business.

While Google reviews are essential for building your online reputation, they’re more passive. Referrals, on the other hand, actively drive growth by bringing in warm leads — the kind of business every print shop dreams of.

8 Steps to Strategy Success

If you’re ready to shift your focus and tap into the power of referrals, here’s an eight-step roadmap to guide you:

Step 1: Have a Clear Referral Process in Place

Your team should know exactly when to ask for referrals, how to communicate the value, and where to track results. Build the system before jumping in. This ensures everyone is on the same page.

Step 2: Track and Reward Referrals

Tracking is key. If you’re not monitoring who’s asking for referrals, who’s providing them, and how much business they generate, you’re leaving money on the table.

Use your CRM or a spreadsheet to track:

Asks: How many times are team members asking for referrals?
Provided Referrals: Who gave them? How many? What type of companies?
Business From Referrals: How much revenue are referrals driving?

All of this should be then reviewed with each of your customer facing team members in their weekly 1-on-1 meetings.

Step 3: Be Specific in the Ask

Vague asks like, “Do you know anyone who might need shirts?” won’t cut it. Instead, get specific. Ask for the type of business you’d like to get referred to. Ask for the specific contact or role. Ask for the services you’d like to help them with.

Here are 2 examples:

• “Do you network with any other construction company owners in our area? Do you mind making a connection to see if we can help them with workwear also?”

• “Much of our business comes from referrals and they really help us grow while continuing to provide top-notch service. Do you know any other breweries or tap-room managers who might need a better retail merch solution? (Pause…) If you have one name, I’d really appreciate it!”
Specificity makes it easier for customers to connect the dots and provide relevant leads.

Step 4: Timing is Everything

When’s the best time to ask for a referral?

After a Successful First Order: Catch the client during the honeymoon phase when he’s excited about your service.

After Receiving Positive Feedback: Train your team to see good feedback as the perfect moment to ask for a referral.

Early and often is my moto. Always ask!

Step 5: Make Referrals Easy

Don’t overcomplicate the process. Offer simple tools like email templates customers can copy and paste. Or make the ask via phone, where they’re more likely to give a name on the spot.

Step 6: Reward Referrals

While referrals shouldn’t always hinge on a reward, they’re just a nice touch. Consider offering:

For Customers: A small discount off their next order.

For Your Team: A spot bonus or shoutout for their efforts.

Step 7: Prioritize Referrals Over Reviews

Both referrals and reviews are valuable, but don’t ask for both at once. Start with referrals, They’re more impactful for business growth. Afterward, follow up with a review request once trust has deepened.

Step 8: Communication and Follow-Up

Stay in touch with referral sources:

Let them know when their referral places an order.

Share updates on the impact their referral made.

This shows gratitude and builds long-term relationships.

The Takeaway

For print shop owners, mastering the art of referrals can transform your business. Referrals bring in better clients, cost less, and have a higher likelihood of turning into long-term partnerships. By following these eight steps, you can build a system that not only encourages referrals but also makes them a cornerstone of your growth strategy. Stop chasing Google reviews and start harnessing the power of personal connections. Your business will thank you.