Roadmap to Referrals – Ep #377: When You Identify Your “Who”

Host: Stacey Brown Randall
Date: September 2, 2025

Overview: The Power of Knowing Your "Who"

In this episode, Stacey Brown Randall guides listeners on identifying their existing referral sources—an essential foundational step in her science-backed, “referrals without asking” philosophy. Stacey shares real-life encouragement by weaving together candid reflections from her clients, sharing what it felt like to finally pinpoint the true sources of their referrals. The episode is meant to motivate listeners to complete this vital exercise, highlighting the clarity, empowerment, and business results that flow from knowing your “who.”

Key Discussion Points & Insights

1. Recap and Introduction to the "Who"

• [00:04] Stacey opens by referencing Episode 376, which detailed the steps for identifying one’s current referral sources.
• She stresses: Knowing who’s actually referring to you is less about wishful thinking and more about clear data.
• Encouragement: If listeners haven’t done this exercise yet, Stacey urges them to make time for it, acknowledging that worthwhile things take work.

“This episode is all about providing you with the encouragement that you may need to go through the process and identify who your existing referral sources are.” — Stacey [02:01]

2. Real Client Perspectives: Eye-Opening and Empowering

David Ferguson (Interview from 2021)

• [05:32] When David began the exercise in 2019, he thought he had 36 referral sources. After Stacey’s process, he truly had 12.
• Key Takeaway: The process forces business owners to clarify what a real referral is vs. mere introduction or word-of-mouth.

“One of the first aha moments to me was understanding what a referral is... A lot of things that I thought had been referrals weren’t actually referrals, they were just sort of introductions or... word of mouth.” — David [06:12]

• Empowerment: David describes the process as “very empowering,” giving him clarity and helping him feel in the “driver's seat.”
• He contrasts this approach against conventional sales advice, appreciating Stacey’s more authentic, process-driven philosophy.

“In this business, you quickly realize that you are as good as your next referral. And so if you stop getting referrals, you die. And so it is imperative that you continue to nurture that.” — David [07:27]

Jack Tompkins (Interview from 2022, Episode 204)

• [11:03] As a data-focused business owner, Jack had tracked “referrals” for years but realized his old definition was too casual.
• With Stacey’s framework, he saw the value in precision: True referrals involve a clear, identified need and connection, not just an introduction.

“I've been tracking referrals pretty much since I started the business and my definition has now changed... Somebody made a connection for me, which I now know is not really referral.” — Jack [11:16]

• Impact: This new perspective impacted Jack’s business strategy and provided clarity on exactly who brings him business.

Melanie Schaefer (Interview from 2024)

• [13:33] Melanie reveals how the exercise brought her structure and focus, saving her from the overwhelm of constantly chasing new contacts.
• Intentionality and Authenticity: With clarity on her top referral sources, she was able to develop purposeful, authentic touchpoints that don’t feel “creepy or slimy.”

“It took me to a mindset of let’s first really hone in on the ones that have created the most value, and then let’s have really intentional, structured touch points that keep you front of mind that aren’t exhausting or don’t feel disingenuous or not asking for something.” — Melanie [13:50]

• She also shares a creative example of a personal touchpoint (a tea bag and note) that felt authentic and enjoyable to give.

Richard Carlton (Upcoming Interview, Recorded 2025)

• [17:13] Richard discovered forgotten referrers during the process, which he describes as a major “aha moment.”
• Systematization: The exercise revealed gaps in their CRM use and led to improved referral tracking and follow-up strategy.

“We had individuals who had referred, who I’d forgotten had even referred any business to us... That became an aha moment of that we needed to collect that data to see where we were.” — Richard [17:27]

Action Steps & Masterclass Invitation

Why “Who” Matters

• Hearing from four business owners across several years and industries reiterates the universality and lasting power of this exercise.
• Every single client describes the experience as empowering, clarifying, and impactful for business direction.

Stacey’s Call to Action

• Assignment: Identify your current referral sources—who has actually referred business to you in the past few years.
• Masterclass Invitation: Stacey invites listeners to join her upcoming “More Referrals Masterclass” (starting September 9th), where she walks participants through the process with added support and offers a comprehensive system for cultivating more referrals.

Notable Quotes & Moments

• Stacey: “Sometimes I think hearing from other business owners talk about taking the time to do the task is way more valuable than you listening to me preach about it or get on a soapbox...” [03:30]
• David Ferguson: “It helped me crystallize...How did I get to them? Who were those people that made those referrals, and what were the circumstances around that? That, to me, was very, very empowering.” [06:32]
• Jack Tompkins: “It's very different looking at it through that lens versus, hey, somebody just did a blank email intro... When I look at now...it has changed a lot of my overall marketing strategy.” [11:46–12:40]
• Melanie Schaefer: “It also brought more activities that I'm doing with the referral sources that I actually enjoy that now are business development, but they don't feel like it.” [14:37]
• Richard Carlton: “We needed to collect that data to see where we were, and then it will make it easier in this systematic approach to keep that data going...So you know later whether you’re being successful or not.” [17:27–18:32]

Timestamps for Important Segments

• 00:04 – Stacey’s introduction and Episode 376 recap
• 05:32 – David Ferguson on his first experience identifying real referral sources
• 11:03 – Jack Tompkins on changing his definition of referrals
• 13:33 – Melanie Schaefer on gaining focus, intentionality, and authentic touchpoints
• 17:13 – Richard Carlton on unexpected discoveries and better systems
• 18:42 – Stacey summarizes lessons and invites listeners to the masterclass

Conclusion: Empowerment through Clarity

This episode is filled with real-life encouragement and underscored by the voices of small business owners who have directly benefited from taking the time—and having the courage—to identify their true referral “who.” Stacey offers practical next steps and emphasizes that this process isn’t just transformative; it’s repeatable, scalable, and can fundamentally shift your business development from guesswork to empowered, proactive stewardship.

For links, the full transcripts, and upcoming masterclass details, visit:
stacybrownrandall.com/377