Roadmap to Referrals Podcast Summary

Episode: #344: 4 Referral Tasks to Do Now
Host: Stacey Brown Randall
Release Date: January 14, 2025

Introduction

In Episode #344 of the Roadmap to Referrals podcast, host Stacey Brown Randall delves into four actionable referral tasks that professionals can implement immediately to enhance their referral strategies. Randall emphasizes the importance of starting strong at the beginning of the year, leveraging proven methodologies to cultivate referrals naturally without the need for manipulation or direct solicitation.

1. Reconnect with Last Year's Referred Prospects

Timestamp: [00:05] – [07:30]

Key Points:

• Target Audience: Prospects who were referred last year but did not convert into clients.
• Exclusions: Excludes cold leads, those who found you through SEO, podcast mentions, or other non-referral sources.
• Purpose: Re-engage prospects to reignite their interest and explore potential collaborations.

Action Steps:

• Compile a List: Ensure you have a comprehensive list of all referred prospects from the previous year. This involves meticulous tracking, ideally through a CRM or an Excel tracker with separate tabs for each year.
• Outreach Method: Stacey recommends using email as an effective medium for this outreach. In her words, “[Reaching back out to your referred prospects] can absolutely be done in an email” (00:05).
• Personalization: Reference the individual who referred the prospect to you to add a personal touch and reinforce the connection.

Notable Quote:

“This is who you want to follow up with... because you respect your relationships” — Stacey Brown Randall (00:05)

2. Send New Year Cards to Potential Referral Sources

Timestamp: [07:31] – [19:00]

Key Points:

• Objective: Strengthen relationships with new connections made in the previous year who have the potential to become referral sources.
• Strategy: Utilize New Year cards as a subtle and respectful way to re-establish connections without directly asking for referrals.
• Consistency: Emphasize the importance of ongoing relationship cultivation rather than sporadic interactions.

Action Steps:

• Identify Potential Referrers: From your list of new connections, determine who has the capacity and inclination to refer your services.
• Send Personalized Cards: Craft thoughtful New Year cards that express genuine goodwill without mentioning referrals. Stacey cautions against overtly asking for referrals in these communications.
• Maintain Contact: Beyond the initial card, continue to nurture these relationships throughout the year through consistent touchpoints.

Notable Quote:

“Please, for the love of pizza, do not reference in that note you're sending them that they should be referring you. Don't do that.” — Stacey Brown Randall (10:45)

3. Finalize Your Outreach Plan to Existing Referral Sources

Timestamp: [19:01] – [29:30]

Key Points:

• Focus: Develop a structured outreach plan targeting those who have previously referred clients to you.
• Touchpoints: Aim for 5 to 7 meaningful interactions within the calendar year.
• Cadence and Consistency: Establish a manageable schedule that ensures regular and thoughtful engagement without overwhelming yourself or your contacts.

Action Steps:

• Design a Touchpoint Strategy: Outline specific actions (e.g., emails, calls, meet-ups) and schedule them throughout the year.
• Tailor Your Messaging: Each touchpoint should provide value and reinforce the relationship, ensuring that interactions feel natural and not transactional.
• Monitor and Adjust: Keep track of the effectiveness of your outreach and be prepared to make adjustments to improve engagement and results.

Notable Quote:

“The most important piece of this is the experience that your existing referral sources feel when they're receiving these touchpoints.” — Stacey Brown Randall (22:15)

4. Determine Your Referral Goals for the Year

Timestamp: [29:31] – [41:00]

Key Points:

• Dual Metrics: Set goals for both the number of referrals you aim to receive and the number of new referral sources you wish to cultivate.
• Data-Driven Goals: Base your referral targets on historical data to ensure they are realistic and achievable.
• Implementation: Utilize tools like spreadsheets to track progress and maintain accountability throughout the year.

Action Steps:

• Calculate Average Referrals: Review your referral numbers from the past three years to determine an average. For instance, if you received 18, 20, and 15 referrals over the last three years, your average is 17.
• Set Ambitious Yet Attainable Goals: Double your average to set a challenging but achievable target (e.g., 34 referrals).
• Plan Accordingly: Develop a detailed plan outlining how you will reach these goals through the aforementioned referral tasks and additional strategies as needed.

Notable Quote:

“The best way to set referral goals for this year is based on your results from the last few years... and you just simply double it.” — Stacey Brown Randall (35:20)

Mathematical Example:

“If you take those numbers 18, 20, and 15 and add them together, divide by three, your average referrals per year are 17. Now, to set your 2025 referrals received goal, I want you to double that number. So double 17 and your goal would be 34 referrals this year.” — Stacey Brown Randall (35:30)

Conclusion

Stacey Brown Randall wraps up the episode by encouraging listeners to implement these four referral tasks to lay a robust foundation for a successful referral strategy in 2025. She underscores the importance of consistency, personalization, and strategic planning in cultivating a referable business. For those seeking further guidance, Randall mentions her coaching program, Building a Referable Business™, as a next step for deeper engagement.

Closing Quote:

“Future you is already celebrating. You've got this.” — Stacey Brown Randall (40:00)

Additional Resources

For more details on Stacey Brown Randall's strategies and resources mentioned in this episode, listeners are encouraged to visit StaceyBrownRandall.com.

Note: This summary excludes advertisements, introductory remarks, and other non-content segments to focus solely on the actionable insights and strategies presented in the episode.