Roadmap to Referrals — Ep #393: Most Listened to Episode of 2025

Host: Stacey Brown Randall
Release Date: December 23, 2025

Episode Overview

In this special end-of-year tradition, Stacey Brown Randall presents the Roadmap to Referrals’ most listened-to episode of 2025. The focus? Practical, science-backed strategies for kicking off the new year by naturally cultivating business referrals—without manipulation, incentives, or ever asking outright. Stacey walks listeners through four foundational tactics to set up their referral engine for a strong start and long-term success, specifically tailored to professional service providers.

Key Discussion Points & Insights

1. The Power of a Strong January Start

Timestamp: 03:08

• Stacey’s Premise: January is a strategic window—certain referral cultivation activities have more impact if done at the start of the year.
• Adaptability: These tactics can be modified for use at any point in the year if needed.

2. Four Must-Do Referral Tactics for the New Year

Tactic #1: Reconnect with Referred Prospects Who Didn't Convert

Timestamp: 04:00

• Who to Reach: Anyone who was referred to you in the previous year but didn’t become a client and didn’t give a firm “no.”
• How to Reach Out:
  • Reference who referred them to keep the referral connection top-of-mind.
  • This is not for leads from cold calls or non-referral sources.
• Tracking is Key: Use an Excel tracker or CRM to log all referred prospects and their referrers.
• Format: Email follow-up is just fine for this outreach.
• Quote:

  “You want to reach back out to all the referred prospects from last year who didn't become a client and reference who referred them to you.” (05:20, Stacey)

Tactic #2: Send a New Year Card to Potential Referral Sources

Timestamp: 07:05

• Audience: New connections from the past year with the potential to refer business your way.
• Strategy:
  • Part of the “Running Five/Keeper Warm” approach.
  • This isn’t just about one card; nurturing requires ongoing effort.
• Important Guideline:
  • Absolutely do NOT mention referrals or asking for business in the note.
• Quote:

  “For the love of pizza, do not reference... that they should be referring you... You're above that. We're all above that, so don't do that.” (09:51, Stacey)

Tactic #3: Finalize Your Outreach Plan to Existing Referral Sources

Timestamp: 10:59

• Definition: People who have sent you referrals before.
• Plan:
  • Create 5-7 “touch points” for the year—interactions spaced out for maximum effect.
  • The cadence is as important as the actions; spacing builds natural engagement (not a flood and fizzle).
• Consistency is Crucial:
  • Plan out the whole year now for better implementation.
• Quotes:

  “Your cadence of when you do these five, six, or seven touch points throughout the next 12 months... matters as much as what you do and what you say.” (11:51, Stacey)
  “An experience... unfolds. And so you need this touchpoint plan to unfold over the course of a year.” (12:16, Stacey)

Tactic #4: Set Your Referral Goals for the Year

Timestamp: 13:57

• Metrics to Track:
  1. Total number of referrals you want to receive.
  2. Number of new referral sources you want to cultivate.
• Process:
  • Use past three years’ data to set realistic goals (average your annual referrals, then double it for a growth target).
• Celebrated Discipline:
  • Stacey’s clients build and update a “dashboard” spreadsheet each January to set and track these goals.
• Quote:

  “If we're tracking it, we can see it working, and then we will keep it going and that is most important to me.” (14:52, Stacey)

3. The Importance of Language—Planting Referral Seeds

Timestamp: 15:37

• Mindful Messaging:
  • What you say in follow-ups, cards, and touch points (your “referral seeds”) is vital.
  • Requires intentionality; never push the prospect.
• Invitation:
  • For deeper work on messaging and process, Stacey encourages joining her live workshop “Referral Accelerator.”

4. How to Set Realistic Referral Goals — Doing the Math

Timestamp: 16:45

• Example:
  • Past three-year referrals: 18 (2024), 20 (2023), 15 (2022)
  • Average: 17
  • Goal: Double it to 34 for 2025
• Key Principle:
  • You can’t set higher goals and keep doing the same—they require a new plan and execution.
• Quote:

  “You can't just double your numbers to set a goal and do nothing different…you need a plan in place to make the goal a reality.” (18:15, Stacey)

Notable Quotes & Memorable Moments

• On outreach etiquette:

  “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. That's bad. Like, so bad.” (09:51, Stacey)

• On pacing your efforts:

  “The cadence matters... so that the experience your referral sources feel unfolds over the course of a year.” (12:16, Stacey)

• On tracking referrals:

  “If we're tracking it, we can see it working, and then we will keep it going...” (14:52, Stacey)

Timestamps for Key Segments

• Introduction and episode tradition: 00:04 – 03:08
• Why January matters for referrals: 03:08 – 04:00
• Tactic #1: 04:00 – 07:05
• Tactic #2: 07:05 – 10:59
• Tactic #3: 10:59 – 13:57
• Tactic #4: 13:57 – 15:37
• On “referral seeds” & mindful language: 15:37 – 16:44
• Setting referral goals—doing the math: 16:44 – 18:43

Tone and Language

Stacey’s delivery is warmly direct and practical, laced with encouragement and real-world realism (“for the love of pizza, do not reference… they should refer you!”). She maintains a supportive, expert energy throughout, empowering listeners to take concrete steps without resorting to traditional, pressure-based referral tactics.

Summary for New Listeners

This episode is a goldmine for service professionals seeking to reliably generate referrals without uncomfortable requests, awkward networking, or transactional incentives. Stacey shares four actionable tactics to launch the new year powerfully, with ample detail on:

• Whom to reach out to
• How and when to nurture connections
• What metrics to set and how to measure progress
• The crucial role of subtlety, patience, and messaging

Listeners are given practical frameworks, inspiring examples, and Stacey's signature wisdom to help kick-start a referable business—starting now.

For more resources and the episode transcript, visit: staceybrownrandall.com/393