Roadmap to Referrals – Ep #379: Consultants & Referrals
Host: Stacey Brown Randall
Guests: Mindy Flanagan & Richard Carlton (Inspiring HR)
Release Date: September 16, 2025
Episode Overview
This episode of Roadmap to Referrals focuses on how consultants, specifically those in HR services, can generate high-quality referrals naturally—no manipulating, incentivizing, or uncomfortable asks required. Host Stacey Brown Randall brings on Mindy Flanagan (founder and CEO of Inspiring HR) and Richard Carlton (business development and HR consultant at Inspiring HR) to share insights from their experience participating in Stacey’s Referral Accelerator program. The conversation provides actionable strategies, candid advice, and stories on implementing a referral-driven growth mindset for consulting businesses.
Key Discussion Points & Insights
1. What Inspiring HR Does, and Why Referrals Matter
- Mindy’s Background & Inspiring HR’s Role
- Inspiring HR helps small businesses (5–50 employees) improve their people management systems, proactively address HR issues, and handle workplace crises.
“No one tells you you have to have a crash course in HR before the county issues you a business license... we try and make that all less painful for them.” —Mindy Flanagan [04:30]
- Inspiring HR helps small businesses (5–50 employees) improve their people management systems, proactively address HR issues, and handle workplace crises.
- Referral Importance for Consultants
- Business is built on relationships and trust; referred leads close faster and are of higher quality.
“We work with or do business with people we trust... referral is building the business not only to grow, but sustainability through connections.” —Richard Carlton [07:38]
- Business is built on relationships and trust; referred leads close faster and are of higher quality.
2. Why Stacey’s Referral Methodology Appealed
- Marketing Frustration → Referral Focus
- Mindy shared how traditional marketing (SEO, websites) wasn’t generating their ideal leads, contrasting with success from referrals.
“I was at that intersection of when am I going to finally admit that all of this SEO keywords, lead gen, big website, really isn’t going to generate [the] type of leads... referrals from people who already know us, like us, and trust us, close faster.” —Mindy Flanagan [09:32]
- Mindy shared how traditional marketing (SEO, websites) wasn’t generating their ideal leads, contrasting with success from referrals.
- Referral Accelerator Participation
- Referred to Stacey by another client, Mindy decided to send Richard to the program to systematize their referral strategy.
“Look at that. Your system works. It works.” —Mindy Flanagan [08:47]
- Referred to Stacey by another client, Mindy decided to send Richard to the program to systematize their referral strategy.
3. Key “Aha” Moments from the Referral Accelerator
- Data Matters: Track Your Referrals
- Realization they were missing an organized way to track who referred them and follow up meaningfully.
“We receive referrals from those and we say thank you, and then that’s about it. We don’t collect any data... I learned a lot about us and myself, about what we were missing.” —Richard Carlton [13:35]
- Realization they were missing an organized way to track who referred them and follow up meaningfully.
- Leveraging the CRM
- Post-Accelerator, they improved CRM use, created systems to track both active and potential referral sources, and designed workflows for follow-up.
“We know who our referral sources are, and now we'll be able to track more easily who is providing referrals and how often.” —Richard Carlton [14:40]
- Created a simple T-chart to differentiate the nurturing process for active versus potential referrers.
“We created a T chart, which I loved, and I love infrastructure as a form of accountability...” —Mindy Flanagan [20:27]
- Post-Accelerator, they improved CRM use, created systems to track both active and potential referral sources, and designed workflows for follow-up.
- Accountability Through Systems
- Tasks and reminders in the CRM make it easier to follow through and keep the referral pipeline moving.
“You give me a typical cadence to follow that can be translated into even a workflow with a series of task reminders... It’s been great.” —Mindy Flanagan [15:47]
- Tasks and reminders in the CRM make it easier to follow through and keep the referral pipeline moving.
4. Implementation & Six-Month Results
- Infrastructure and Clarity
- More structured approach, visually mapping the client journey for referrers and clients.
“Our new client journey map so that those who refer to us... when they see that map and how easy it is to become a client... that opens up their mind to even more referrals...” —Mindy Flanagan [20:51]
- More structured approach, visually mapping the client journey for referrers and clients.
- Improved Referral Relationships
- More proactive appreciation for referrers (e.g. personalized cards), resulting in re-engaged and more enthusiastic partners.
“That individual came back to me and said... I really appreciate that card and what you said and how much that meant...” —Richard Carlton [25:17]
- More proactive appreciation for referrers (e.g. personalized cards), resulting in re-engaged and more enthusiastic partners.
- Long Game Mindset
- Recognizing that consistent, meaningful touches lead to more sustainable referrals.
“You have to be willing to play the long game... nurture those relationships, reconnect... It truly is an ecosystem.” —Stacey Brown Randall [26:09]
- Recognizing that consistent, meaningful touches lead to more sustainable referrals.
5. Hopes for the Future & Business Impact
- Increased Close Rates & Revenue Growth
- 70% close rate on referred leads; system aims to add more quality deals to their pipeline.
“Once we get... a qualified lead on the deal board. Referral partners... the close rate on that is 70%. So for me, you know, we want more referrals.” —Mindy Flanagan [27:25]
- 70% close rate on referred leads; system aims to add more quality deals to their pipeline.
- Quality Over Quantity
- Now able to discern which referrals are right for their business, focusing on ideal clients.
“We've learned... that's not a referral. That's not the kind of business we want to do with.” —Richard Carlton [28:40]
- Now able to discern which referrals are right for their business, focusing on ideal clients.
- Better Internal Collaboration
- The referral process clarified and strengthened team alignment between sales and service.
6. Why Stacey’s System Works for Consultants
- Simplicity and Humanity
- Both Mindy and Richard emphasize Stacey’s practical, non-manipulative, “just do it” approach as key to implementable change.
“Your approach was straightforward, easy to understand, and when applied, is certainly going to add efficiency and effectiveness...” —Richard Carlton [29:53] “In short, Stacy, I was just hungry for something other than do we have to keep talking about SEOs and keywords all the time when they really just are not generating the type of leads we really want? ... we didn't have a system to follow to make that worth our time, and now we do.” —Mindy Flanagan [31:30]
- Both Mindy and Richard emphasize Stacey’s practical, non-manipulative, “just do it” approach as key to implementable change.
Notable Quotes & Memorable Moments
-
On the simplicity of referrals:
“It might come across as obvious and simple, but there's been some kind of blockade for you to actually do it.”
—Mindy Flanagan [11:39] -
On the value of actionable systems:
“I think people can do hard things if it's simplified. That's why one of our core values is simplify.”
—Mindy Flanagan [12:29] -
On nurturing relationships:
“It really is understanding that referrals exist in an ecosystem within your business. And there's lots of places where you can put things in place that will allow you to get more referrals.”
—Stacey Brown Randall [26:32] -
Fun lighter moment:
“I have never been in a food fight, and it's kind of on my bucket list of things I want to experience.”
—Stacey Brown Randall [06:02] -
On team rituals:
“We have an entire teams channel dedicated to teaching opportunities that we can laugh about it, but honestly, it keeps us all entertained…”
—Mindy Flanagan [04:30]
Timestamps for Key Segments
- [03:33] Mindy introduces Inspiring HR’s mission and work
- [07:14] Richard describes his role and the importance of referrals in consulting
- [09:09] Mindy shares why she shifted her focus to referrals over traditional marketing
- [13:22] Richard discusses “aha” moments: tracking and managing referrals, CRM usage
- [20:00] Mindy outlines six-month results: systems and visual journey maps
- [25:13] Richard shares about deepening relationships with referral sources
- [27:18] Mindy and Richard reflect on quality of leads and looking forward
- [29:41] Final thoughts: why Stacey’s program is effective for consultants
Key Takeaways for Listeners
- Referrals are best cultivated through genuine relationships, consistent nurturing, and clear systems—not by asking, incentivizing, or manipulating.
- A simple, trackable system (using a CRM and task reminders) makes it much easier for teams to sustain referral efforts.
- Mapping the client journey visually helps referrers explain your services and reduces friction for new business.
- Playing the long game and acknowledging past referrals can reignite connections and yield new business.
- The right framework can reduce reliance on passive marketing tactics that deliver lower-quality leads—and massively improve close rates.
Interested in more?
Find more resources, including Mindy and Richard’s contacts and transcript, at staceybrownrandall.com/379.
“Take control of your referrals and build a referable business.” —Stacey Brown Randall [33:57]