Field Notes

Performers of every kind know they are valued when those they perform for refer them and their work to others. 

The highest endorsement any performer can receive is to have an audience share the competence they’ve witnessed firsthand with those who trust them. 

Many businesses and enterprises rely on referrals to grow and expand. For those organizations, generating more referrals can position them for even greater success. 

So, naturally, they want to figure out how to spark more referrals from those who experience their work and performance. 

Far too often, performers are advised to simply ask for referrals to get more of them. While referrals sometimes occur without prompting, asking for referrals does seem a smart way to increase the odds of receiving such endorsements. 

Fundamentally, this is true, but the ask is often awkward and smacks of commercialism. That’s why so many performers and salespeople find it so difficult to do. They feel as if referrals should happen organically, without the need to ask or request. 

Their reluctance is justified. Most customers, audiences, and patrons find it offensive when performers ask for referrals before they are ready to give them. 

They find such requests off-putting because they want to decide on their own when and whom they feel so strongly about as to introduce them to others. In more cases than not, those asked to give a referral don’t do so. 

To increase referrals, performers must take two steps before the ask. Not surprisingly, the first step is to earn the referral through exceptional work, high-quality service, and absolute consistency. 

But doing great work is not enough. It is essential that the performer check in and validate that their performance is outstanding and far above expectations. Any audience suggestions for improvement must be incorporated before concluding that the work quality is phenomenal. 

The second step is less obvious. The performer must refer the audience, customer, or patron before they make a request. People are more likely to give referrals to those who refer them first. 

But this referral does not have to be of the same kind that the performer is looking for. 

For instance, service providers and salespeople cannot typically refer a customer or client to another provider. But they can endorse products and services, recommend high-quality offerings, introduce them to people they should know, and suggest items to read, listen to or watch for their personal enjoyment. 

Once a performer has earned the referral and referred the patron to something of value, they are now primed to ask for a referral. This ask is best couched as a question: Is there someone they know who would also benefit from the work, service, or performance they are enjoying? 

By requesting the referral in the form of a question, those on the receiving end of this query don’t find it awkward, especially if they are not yet ready to endorse and refer. 

Aside from baseball, a strong ERA stands for “earn, refer, and ask.” Make sure to do the first two steps before the ask. That’s how to get more referrals coming your way.