5 Often-Overlooked Sources of Business Referrals That Can Grow Your Sales
By Tobi Moyle, Owner of Life Is A Ladder Inc
When it comes to growing your business, there’s no better way to meet a new prospective client than through a referral. A referral is a powerful sales tool because it comes with built-in trust—a third party has already endorsed you, which makes that initial connection warmer and more credible.
Most business owners automatically think of their existing clients as their main source of referrals. And for good reason—your happy customers know your value, have experienced your service firsthand, and often want to share that experience with others. But did you know there are several other powerful sources of business referrals that you're probably overlooking?
As a business coach, I help clients grow their sales and strengthen their client pipelines. One key area we focus on is identifying new referral sources and creating simple strategies to increase their effectiveness. If you were one of my clients, we’d walk through this exercise together. But today, I invite you to do it on your own.
A Simple Referral Growth Exercise:
Ask yourself:
“How many new clients have I received from each of these five categories over the last 12 months?”Then ask:
“How many referrals would I like to receive from each in the next 12 months—and what simple step can I take this week to move toward that goal?”
Now let’s explore the five key referral sources to help expand your reach and boost your sales performance
1. Past or Current Clients
Your satisfied clients are your best advertisement. While they are actively working with you is the perfect time to ask them to share their positive experience. A simple conversation like, “If you know someone who could benefit from what I do, I’d love for you to pass along my name,” can go a long way.
Pro Tip: Make the ask personal and casual—most clients are happy to help when they’re reminded.
2. Industry Colleagues
Think of people who work in the same industry, but in different roles. For example, if you’re in real estate, consider mortgage brokers, inspectors, or title agents. These professionals often get asked for recommendations, and if they trust your work, they’ll happily refer you.
Build relationships with these partners and stay top of mind with periodic check-ins.
3. Local Connectors and Strong Networkers
Know someone who seems to know everyone? These are your community connectors—people who thrive on networking and making introductions. Get to know them, support their events, and let them know you appreciate referrals.
Attend local business events or join a local business networking group such as Business Power Partners to expand this circle.
4. Your Competitors (Yes, Really!)
Every professional has their niche. Just because someone is technically a competitor doesn’t mean they offer the exact same service as you. If you specialize in something they don’t, you could be the perfect referral partner—and vice versa.
Create mutual referral agreements based on complementary strengths.
5. Retired or Former Professionals
Professionals who’ve retired or left the industry often continue to receive inquiries from old clients or contacts. If you build a respectful, supportive relationship with them, you can become their trusted go-to referral partner.
Offer to take great care of anyone they refer—word travels fast when you deliver.
Final Thoughts on Referral Sales Strategy
These five referral categories are often underutilized, but they hold tremendous potential to boost your sales pipeline and open doors to new opportunities. The key is being intentional—identify your sources, set a referral goal, and take a small action each week to nurture those relationships.
If you’d like help building your own customized referral-based business strategy, let’s talk. I help business owners and sales professionals create simple, actionable plans to help their business grow faster and stronger.
Tobi Moyle
407-687-5719
Tobi@lifeisaladder.com
