Referral
A new prospect introduced by an existing client or contact - typically the highest-converting, lowest-cost source of agency work.
For example, a happy client introduces the agency to a peer who needs similar help. The prospect arrives pre-trusted, so the deal closes faster and cheaper than a cold lead, often at full price.
Why it matters to your firm: referrals are the cheapest, warmest pipeline an agency can build - they slash acquisition cost and convert far better than cold outreach. Earning them deliberately, through great delivery and a simple ask, compounds growth without a bigger marketing budget.
happy client
refers a peer
new client
each happy client can bring the next - referrals compound when you actually ask
Common mistakes
- Never actually asking for referrals.
- Asking before the client has felt the value.
- No system to track or thank referrers.