Referrals: A Powerful Marketing Strategy for Coaches, Therapists and Consultants
Referrals might be the shortcut to an easier business
If you’re tired of chasing algorithms, posting endlessly on social media, or pouring time into content that never turns into discovery calls, I want to let you in on a secret: referrals can make your business so much easier.
Someone who comes to you via a referral isn’t just a “warmer” lead. They’re actually 4 times more likely to buy from you than someone who discovers you through other marketing. Studies back this up:
McKinsey found that referrals influence up to 50% of ALL purchasing decisions.
Nielsen reports that 92% of consumers trust recommendations from people they know.
A single happy customer can generate up to 9 new referrals (personally I’ve experienced 15 new referrals from one former client - although it should be said that her own business means that we have an overlap in audience).
Referred clients are not only more loyal, but also bring profit margins as high as 25% higher than non-referred clients (AMA Journal of Marketing).
Why Referrals Work So Well
Think about the last big purchase you made—maybe a business coach, therapist, or software system. Did you choose it because of an ad… or because someone you trusted recommended it?
Referrals work because they’re built on trust and relationship. When your future client hears about you from someone they already respect, half the sales work is already done.
The Referral Gap: Why Happy Clients Don’t Always Share
Here’s the surprising part: while 83% of satisfied clients say they’re happy to make referrals, only 29% actually do.
That gap exists not because people don’t want to support you—but because most businesses don’t create the right conditions for referrals to flow naturally.
So, what gets in the way of generating referrals?
One of the big ones is when people aren’t quite clear what you do. Especially if you’re a multi-passionate entrepreneur, your clients may want to refer you for the work you did for them, but find that your website and/or socials now are all about a completely different service. Even if they go ahead and refer you anyway, this is likely to leave the potential new client a little bit confused.
It’s possible that while your work is great, your client’s experience is bumpy - this might be down to poor communication, outdated or clunky systems, missed deadlines or other problems. If any of these issues feels like it might be relevant, fix those problems first and you might find the referrals start coming in.
If you offer a ‘nice to have’ service rather than something that solves an urgent problem, it’s less likely that your clients will experience friends or colleagues talking about how much they need help in your area - and therefore they won’t be prompted to suggest your help.
You might work in a sensitive area, where people are hesitant to publicise the fact that they needed your help - in that case, it’s better to focus on partner referrals rather than client referrals.
Equally, your ideal client may not know other ideal clients (e.g. if you are a nutritionist who specialises in working with chronic migraine sufferers, it may be that no one in your client’s circle of family, friends and colleagues is a fellow-sufferer, so there isn’t really anyone they can refer you to, however much they loved working with you) - again, in that case it’s better to focus on building out referral partnerships rather than trying to get clients to refer you to their network.
Or it may be that you did great work, offered great customer service and then… disappeared without trace. Your client loved working with you, and would have recommended you to others back when you were top of mind - but a few months on and with no further contact from you, you have slid to the back of their thoughts, even if someone in their circle is mentioning an issue that you would be a great person to help solve.
Building a Referral-Friendly Business
If you want to unlock more referrals, you don’t need gimmicks or awkward “referral requests.” Instead, focus on:
Offering a niched service with tangible outcomes (if you need help with clarifying your niche, my Unlock Your Message service can support you with this).
Making every client experience smooth, supportive, and memorable.
Staying connected with your network so they remember you.
Building strong relationships with potential referral partners, to generate consistent recommendations.
Creating a sense of community—so clients or colleagues feel proud to recommend you.
The Bottom Line
Referrals can transform your coaching, consulting, or therapy business into something steady, sustainable, and joyful—without the constant hustle.
👉 Want to explore how to bring more referrals into your business? I offer gentle but strategic business coaching support via my Mentorship, where we can create your referral marketing system together.