Last time, I was explaining that many people — when seeking to generate referrals — reason to themselves that if they offer a high enough bounty, others will get interested and that will create more referral flow for themselves.

That’s a myth.

In fact, the opposite is quite true: When you offer money to someone to send you referrals, you often never see a single referral from them. Why is this?

Because there is quiet resistance that you never hear about. 

Why?

Because of my first point:

Most people don’t like referring business, or at the very least, don’t really know how to go about looking out for you and advocating for you.

Why is that? 

Because they don’t always know why they should refer business to you. 

And still further… why is that?

Because they don’t know how this will be in their very own best interests. 

Why?

Because, as I just said, they can’t translate ‘Me giving you a referral’ equates to ‘this form of benefit for me, today in my life.’

Let’s not forget that cash inducements are not the sole benefit people are seeking today.

I won’t get into other issues, such as influencing people to refer by offering them money, and how that translates into your image and the perception of your referral marketing practices. But that can be a very real issue also.
 
So what’s the answer to getting more referrals for yourself?

Transparency.
 
As in: Showing the client, colleague or family member why sending referrals recommending you to others truly is in their best interests.

Think of any healthy professional where referrals are the top marketing tool: real estate, legal, insurance, investments…. what do you see?

People, more times than not, sharing with others why speaking to you is in their best interests.

They’ve been able to form an opinion of you based on their experiences, and have objectively (not by bribes or payola) determined that you are trustworthy professional who has earned their trust and counsel.