Roadmap to Referrals—Ep #382: Using Referrals to Launch a Business

Host: Stacey Brown Randall
Guest: Sally Reddy, Founder, Law Office of Sally Reddy
Date: October 7, 2025

Main Theme & Purpose

This episode centers on how professionals, specifically attorneys like guest Sally Reddy, can intentionally leverage referrals to launch and sustain a business—without manipulation, incentives, or “asking.” Host Stacey Brown Randall and Sally explore the transition from employed attorney to solo practice and how a referral strategy grounded in relationships, trust, and authenticity gives new business owners confidence, clients, and a framework for sustainable growth.

Episode Breakdown

1. Book Launch Announcements (00:00–06:43)

• Stacey introduces the upcoming release of her second book, The Referable Client Experience, available later in October.
• Announces special promotions: bonuses for book reviews, discounts for bulk buys, and a November masterclass based on the new book.
• Key offer: Download a free (non-intro, action-oriented) chapter at referableclientexperience.com.

2. Introducing Sally Reddy & Her New Firm (06:43–09:36)

• Sally introduces herself as a tax controversy attorney with a newly launched solo practice.
• Background: Practicing since 2014 in California; dreamed of owning a firm for 10 years.
• Services: Specializes in tax disputes, audits, federal and state cases, working with both individuals and businesses.
• Realization: “I actually did this branding 10 years ago. Like, that’s how long this dream of having my own firm has been on the back burner.” (06:57, Sally)
• Both Stacey and Sally reflect on the journey and courage it takes to go solo.

3. The Business Side of Law: Early Surprises & Mindset Shifts (09:36–11:31)

• Reality Check: Law school does not prepare attorneys to be business owners.
• Sally’s biggest surprise: Missing admin support as a solopreneur.
  • “My first hire is going to be an administrative assistant as soon as I possibly can.” (10:23, Sally)
• Despite challenges, Sally finds the business side fun and fulfilling.

4. Why Referrals Matter in a New Law Practice (11:31–15:57)

• Trust is paramount in Sally’s field—clients must share sensitive information (e.g., social security numbers) immediately.
  • “When I can start with a relationship, it’s just so much better. And that’s kind of where the referrals come in... there’s trust there already.” (13:09, Sally)
• Personal story: Even Sally, a seasoned pro, feels fear receiving IRS mail, underscoring client anxiety.
  • “Here’s me, who gets 20 to 30 letters from IRS every day... but when it was addressed to me, there was that little panic.” (14:15, Sally)

5. Pre-Coaching Referral Experience & Main Pain Points (15:57–17:46)

• Sally’s challenge: No formal plan for referrals—efforts felt unintentional, with inconsistent traction.
  • “I feel like there was just no intentionality behind what I was doing... I wasn’t getting traction where I needed to.” (16:18, Sally)
• Legal marketing constraints: Only taught what NOT to do.

6. “Ahas” from Joining Stacey’s Coaching Program (17:46–19:21)

• Value of a proven, systematized process.
• Relief from self-doubt: following the system brings authenticity.
  • “I’m going to trust that Stacey’s not going to let me do something ridiculous, and my referral sources are going to either appreciate it or not care.” (18:06, Sally)
• Big shift: Focused on building a truly referable client experience, not just transactional relationships.

7. Demystifying Referrals—Beyond Scripts, Toward Ecosystems (19:21–22:55)

• Stacey explains that referrals aren’t derived from a one-size-fits-all script but emerge from multiple touchpoints, especially the client experience.
• “People are like, okay, so you’re gonna teach me how to get referrals. Like, what’s the way? And I’m like... referrals exist in an ecosystem within your business.” (21:21, Stacey)

8. Sally’s Results: Tracking and Transforming Referral Growth (22:55–25:23)

• Past 3 years, Sally averaged 27 referrals/year with a 25% closing ratio.
  • 2025 update: Already received 20 referrals in just over 4 months, with a closing ratio climbing above 30%.
    • “…you’re going to be, well, passing the doubling and the tripling of referrals this year...” (23:05, Stacey)
• Recognizes realistic expectations: As a solo, only needs about five clients a year.
  • “All I need to do is get, you know, three to four times as many number of referrals as what I need and that’s doable.” (25:15, Sally)
• Understands and accepts not all referrals will close, and that's okay.

9. Looking Forward—Confidence, Freedom & Authenticity (27:06–30:44)

• Most exciting part of solo practice: Autonomy, authenticity, and confidence in client generation.
  • “I can do my own thing... it’s just very liberating to know that, oh, that’s okay. I’ve budgeted for that, and it’s my mistake, and nobody else is paying the cost...” (27:22, Sally)
• Fear of “what if nobody hires me?” alleviated by intentional referral systems.

10. Working with Stacey: What Makes Her Coaching Unique (29:08–32:41)

• Stacey’s referral methodology is deeply relationship-based and fully organized.
  • “Your relationship focus just kind of sets you apart from other coaches and other people in this space.” (29:16, Sally)
• The breadth of resources and ability to customize makes the program approachable for different personalities and situations.
  • “If you even do, like, half of it, you’ll still have a good result.” (30:19, Sally, quoting a recommendation)
• Strategies are adaptable as business circumstances change.

11. Final Takeaways & Connection Info (34:09–34:41)

• Sally’s contact:
  • Website: readytaxlaw.com
  • Email: sally@readytaxlaw.com
  • LinkedIn: Sally Reddy
  • Reminder: Reddy is spelled R-E-D-D-Y.
• Closing encouragement from Stacey: “Take control of your referrals and build a referable business.”

Notable Quotes & Memorable Moments

• On trusting the process:
  “I’m going to trust that Stacey’s not going to let me do something ridiculous, and my referral sources are going to either appreciate it or not care.” (18:06, Sally)

• On client fear and empathy:
  “Here’s me, who gets 20 to 30 letters from IRS every day... but when it was addressed to me, there was that little panic.” (14:15, Sally)

• On referral systems:
  “I guess I’m most excited about really being able to craft something that’s authentic to me... the confidence I have with having this process for keeping intentional about referrals. It gives me the confidence that I’m always going to have clients.” (27:22, Sally)

• On the coaching program:
  “There is so much information that you give to people who work with you... whatever half of the stuff he may have chosen for his practice isn’t the same half I was going to choose.” (30:11, Sally)

Timestamps for Important Segments

• [06:43] – Sally Reddy’s background and new solo law practice
• [09:36] – Early business owner surprises and mindset
• [13:09] – Why referrals are critical in law
• [17:46] – Major “ahas” from Stacey’s referral coaching program
• [22:55] – The numbers: before and after
• [27:06] – Looking ahead: freedom, confidence, authenticity
• [29:08] – What makes Stacey’s coaching effective
• [34:09] – How to connect with Sally

Summary: Why Listen

Whether you’re years into your business or dreaming of going solo, this episode is a practical, hope-filled blueprint for using referrals to launch and sustain a practice—proving that structure, authentic relationships, and the right processes (not scripts or “asks”) are enough. Sally’s journey is tangible proof, and Stacey’s methodology is both actionable and adaptable.