Sample Sales Referral Request Letter

Young businesswoman working on paperwork in office
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Referrals are a powerful tool. They're also a great way to connect with pre-qualified prospects who might otherwise have no interest in speaking with you. Of course, the people that you're asking for a referral (usually in the form an electronic letter) might not know what a qualified prospect looks like.

Because prospecting can be murky, it's a good idea to educate referrers a bit about what you're looking for.

And, while you're at it, it's a good idea to offer to reciprocate because every business owner and professional is always on the hunt for new business.

The below letter combines asking for referrals in a professional manner with explaining what qualities you look for in a prospect.

Dear (Name),

I hope this letter finds you well. I wanted to drop you a line to reconnect with you and also let you know what I've been up to over the past year or two. I am now a (Your Job Title) for (Your Company). Because I'm working with a variety of people from different industries and walks of life, I thought I'd check with you to see if you'd like to be part of my referral team. The primary objective of this team is to support each other and assist each other whenever we can in sharing referrals. Like you, we are constantly looking for new opportunities in order to grow our businesses.

Each member of our referral team becomes a resource for every other member.

As a team member, not only are we providing new prospects but we're offering resources for all our clients who might need (or have an interest in) our services. We view ourselves as a communal team of business talent eager to share (and benefit from) our skill and expertise.

Here are a few examples of the benefits my (product/service/products and services) can provide:

  • Benefit 1
  • Benefit 2
  • Benefit 3
  • Benefit 4

I work with many types of (customers/clients), but my ideal (customer/client) is:

  • Customer attribute
  • Customer attribute
  • Customer attribute

If you feel that your services are in alignment with my ideal customer/client type and vice versa, I'd be happy to talk with you so that I can learn more about your business and how you want me to send you the referrals I specifically generate for you. And, if you come across someone who is interested in any of the benefits I mentioned above, I would be happy to spend some time talking with them to see if my product/service is a good fit for them. In the end, we would assist each other in growing revenue.

I have enclosed several business cards and you learn more about me by visiting me online at SeekingAReferral.com. Please share my business and website address with anyone you want. Most of all, please let me know how I can assist you. Feel free to contact me anytime at (Your Phone) or email me at (Your Email). Thanks again for your consideration and I look forward to speaking with you soon.

Regards,
(Your Name)
(Your Title, Company)
(Your Phone)