We have all been asked for referrals from time to time within our work and personal life. Whether it’s at the office and someone asks “Does anyone know someone who…” insert anything from real estate agent to lawn care to remodeling and home building. A lot of the time if you have a strong report with that person, they are less likely to even get a second opinion if that person gets back to them quickly and has a perceived fair price. That is more powerful than most business owners give it credit for….

Now let me ask you this. How often do you use the word “but” at the end of the recommendation? For good or bad it can be the most powerful and influential part of the sentence. Not only is it the last thing they hear so it sticks more, but it can be the best thing that ever happened for that business, or the worst.

For example:

I used Mike and he does great work but damn he was difficult sometimes. Just didn’t want to show up on time and I had to kind of micromanage him. Overall the project turned out great, but it was a headache.


I used Mike and he is expensive compared to other quotes I got but he was worth every penny. The little extra I spent to hire him was worth it! He was on top of it. Handled it professionally and got the project done on time. Highly recommended…..

Which expectation would you want as a business owner walking into a new prospect meeting that was referred to you? I know which one I have a better chance of winning at the price I want to be charging that’s for sure.

People remember how you made them feel way longer, and way stronger than anything you can say or do to them. In the first example, the guy did a great job and probably had good reasons for being less reliable than the client expected, but they felt so strongly about the experience that they referred you with a warning label!

The second guy made the client potentially uncomfortable at first with sticker shock and possible buyer’s remorse, but delivered such an amazing experience that the client felt so taken care of. This outweighed the initial challenge, to the point they are being referred as a promoter of your service or product.

It is important to have the right amount of empathy with your clients and be able to see things from their perspective in order to give them the client experience that turns them into promoters for you. There is nothing better than a free lead where they are 80% more likely to hire you, than a paid lead that is kicking tires and is basing their decisions on price only.

Win Fast Win Often