Podcast Summary: Roadmap to Referrals Episode: #351: The Referral Must Dos (Part 1)
Host: Stacey Brown Randall
Release Date: March 4, 2025

Stacey Brown Randall returns with the first installment of her three-part series, "The Referral Must Dos," on the Roadmap to Referrals podcast. Building on the foundational insights from her previous series on the "must knows" about referrals (Episodes 347-350), Stacey delves deeper into actionable strategies that business professionals can implement to generate referrals naturally and consistently.

1. Introduction

Stacey kicks off the episode by reiterating the mission of the podcast: to enable listeners to generate referrals without resorting to manipulation, incentives, or direct asking. Emphasizing her unique approach, she states:

"You deserve referrals naturally… without manipulating, incentivizing or even asking."
[00:05]

Stacey introduces herself as an experienced mentor who has assisted clients across more than 14 countries to harness the science of referrals while maintaining respectful and meaningful relationships.

2. Recap of the Previous Series: Must Knows About Referrals

Before diving into the must do's, Stacey provides a succinct overview of the previous four-part series focused on the essential "must knows" about referrals. She highlights the key differences between her methodology and conventional referral advice:

"What I teach is different. It's not just some shiny packaging with some marketing that has a great tagline like referrals without asking."
[00:30]

She underscores the inefficacy of traditional marketing and prospecting strategies that yield only sporadic referrals, advocating instead for a system that ensures a reliable and increasing volume of referrals over time.

3. Transition to the Must Do's Series

Stacey sets the stage for the new series by clarifying that this episode is part one of three focused on "must do's." She emphasizes that while this episode will cover foundational actions, it won't encompass the entirety of her comprehensive strategies taught in her coaching programs.

"This is not by any shake of the imagination an exhaustive list of the things you must do."
[05:45]

4. Must Do #1: Capturing Correct Information in Your Intake Process

The first critical action Stacey discusses is the accurate capture of information during the intake process for new prospects. She stresses the importance of not only collecting basic details like names, phone numbers, and email addresses but also understanding the source of each referral.

"You need to capture where they're coming from. And if you're capturing where they're coming from and it's a referral, you have to be able to input the name of the person who is the referral source."
[21:15]

Stacey illustrates this with an example from a referral accelerator session with a real estate agent who successfully modified his CRM to track referral sources effectively:

"He was able to manipulate that CRM and start capturing that information. Game changer, right?"
[27:30]

Key Takeaways:

• Ensure your intake forms collect detailed information about how prospects found you.
• Implement CRM adjustments to track referral sources accurately.
• Understanding referral origins helps in evaluating the effectiveness of various marketing channels.

5. Must Do #2: Identifying Existing Referral Sources

Identifying and categorizing existing referral sources is the second essential step. Stacey differentiates between active and inactive referral sources based on their recent engagement:

"Inactive referral sources, it's been more than two years since they've referred you. But active referral sources, well, they've referred you in the last two years."
[32:20]

She explains that recognizing who has actively referred clients allows businesses to tailor their strategies to maintain and enhance these valuable relationships. Stacey shares an insightful anecdote about a client who initially believed all potential sources were accounted for, only to discover some had never actually made referrals.

"You are on this list if you've actually referred. So you need to know how to identify your existing referral sources."
[37:50]

Key Takeaways:

• Create a comprehensive list of past clients and determine which have referred business.
• Differentiate between active and inactive referral sources to prioritize engagement efforts.
• Regularly update and review your referral source list to ensure accuracy.

6. Must Do #3: Identifying Potential Referral Sources

The third must do involves identifying individuals or entities that could become future referral sources. Stacey encourages listeners to proactively compile a list of ideal referral partners based on their business niche and client interactions.

"When you start putting people's names down on a list, you actually may come up with connection points you already have with these people."
[45:10]

She suggests considering professionals who interact with your clients and could benefit from referring your services, such as divorce attorneys for personal injury lawyers or CPAs for financial advisors.

"Maybe CPAs or bookkeepers are a great referral source for you. Think about other people who are having conversations with your clients and identify problems that they don't solve."
[47:25]

Key Takeaways:

• Develop a targeted list of potential referral sources aligned with your business.
• Leverage existing relationships to identify mutual benefits in referrals.
• Continuously seek out and engage with new potential referral partners.

7. Available Resources

Throughout the episode, Stacey references various resources available to her listeners to facilitate the implementation of these must do's. She directs listeners to her website for downloadable tools and additional guidance:

"All the resources mentioned can be found on the show notes page. stacybrownrandall.com/351"
[58:00]

These resources include:

• Downloadable lists for identifying potential referral sources.
• Step-by-step guides integrated into her starter courses, such as "Your Next Five Referrals."
• Access to her book, with specific chapters dedicated to referral strategies.

8. Conclusion and Next Steps

Stacey wraps up the episode by reinforcing the importance of these foundational actions in building a referable business. She hints at the upcoming episodes, which will continue to explore additional must do's necessary for sustaining and growing referral-based business success.

"There are more must do's and they are coming up for the next two episodes as well."
[60:15]

Listeners are encouraged to visit her website for the provided resources and to stay tuned for the subsequent parts of the series to gain a comprehensive understanding of effective referral strategies.

Key Quotes:

• "What I teach is different. It's not just some shiny packaging with some marketing that has a great tagline like referrals without asking."
  [00:30]

• "You need to capture where they're coming from... Game changer, right?"
  [27:30]

• "Inactive referral sources, it's been more than two years since they've referred you."
  [32:20]

• "Maybe CPAs or bookkeepers are a great referral source for you."
  [47:25]

Resources Mentioned:

• Website: stacybrownrandall.com/351
  Access to downloadable lists, starter courses, and additional referral strategy materials.

• Book: Building a Referable Business™
  Chapters detailing identification and cultivation of referral sources.

• Starter Course: Your Next Five Referrals
  A four-module course designed to help businesses identify and engage their top referral sources.

Stacey Brown Randall's Roadmap to Referrals continues to offer invaluable insights for professionals seeking sustainable referral growth. Episode #351 lays a solid foundation with actionable must do's, setting the stage for deeper exploration in the series' forthcoming installments.