Referral Scripts for Consultants: What to Say and How to Ask

Principles before the scripts

• Be specific. "Who else struggles with X?" beats "Know anyone who needs help?"
• Make it easy. Offer a draft introduction so they only have to hit send.
• Lower the stakes. Say it is fine if nobody comes to mind.
• Close the loop. Always tell them what happened.

These scripts follow the routine in how to get referrals as a consultant. Replace the bracketed parts with your details.

Script 1: After a win (client, in person or call)

"I'm glad that worked out. Since you've seen how we handled [problem], who else in your network is dealing with something similar? If someone comes to mind, I'm happy to write a short note you can forward so it takes you thirty seconds."

Script 2: At the project review

"Two quick questions. What was the most useful part of this for you? And who else do you know who is facing [specific problem]? No pressure if no one comes to mind."

Script 3: Written request by email or WhatsApp

"Hi [Name], thank you again for working with me on [project]. I'm taking on a few more [type of client] this quarter who have [specific problem]. If you know someone, here's a note you can forward as it is:

'I thought of you when I saw this. [Your name] helped us [result]. They work with [type of client] on [problem]. Worth a chat?'

Happy to draft something different if that suits better."

Script 4: Asking a partner (accountant, lawyer, vendor)

"I work with [type of client] who have [problem], and I often find they also need [partner's service]. I'd like to introduce you to the ones who could use you, and if you see [problem] with your own clients, I'd be glad to help them. Could we do a short call to see if it makes sense?"

Vet partners first: check they truly reach your buyers and that you would happily send your own clients to them. See how agencies get clients through partnerships.

Script 5: One-line description for referrers

Use your positioning statement shortened:

"[Name] helps [type of client] with [problem] so they can [result]."

Script 6: Thanking a referrer

"Thank you for introducing me to [Name]. We spoke today and [outcome]. I really appreciate you thinking of me, and I'll keep you posted."

Send it within a day, even if the lead does not become a client.

Script 7: Following up when nothing came of it

"Hi [Name], I know you had [contact] in mind a while back. Would it help if I sent them a short note directly, with you copied? If timing isn't right, no problem."

Tracking sheet columns

Date, referrer, person introduced, status, outcome, thank-you sent, next step. Review monthly.

What not to do

• Do not ask on day one of an engagement.
• Do not offer a discount for referrals as a reflex, it signals price weakness.
• Do not mass-message everyone in your contacts.
• Do not forget the thank-you.

Referral scripts and a tracking sheet are the Chapter 10 tool in The Demo Is Dead; the book includes the complete version. To see how clients currently reach you, take the free audit.

Scripts for specific situations

The first set of scripts covers the standard moments. These additional ones cover situations that come up in real practice.

When a client says "I'll think of someone"

"Thank you. It often helps to jog memory: think about the last time you heard someone complain about [specific problem]. Who was it? If you give me a name, I'm happy to write a short note you can approve before I send it."

Naming a moment turns an abstract request into a memory prompt.

When a client is enthusiastic but vague

"Wonderful to hear. If it's useful, I can send you two sentences you can paste into a message to anyone who comes to mind. Would that help?"

Follow up within an hour with the two sentences. The easier you make it, the more likely they are to act.

When you are introduced by email

"Thank you, [Introducer], for the introduction. [Buyer], nice to meet you. [Introducer] mentioned you're dealing with [problem]. I'd be glad to hear more. Would a short call this week suit you? I'll copy [Introducer] so you both know how it goes."

Copying the introducer at the start keeps them in the loop without adding work.

When the referred person is not a fit

"Thank you for reaching out. Based on what you've described, I'm not the best person for this, because [reason]. I'd suggest [alternative]. If it would help, I'm happy to make an introduction."

Referring onward keeps your reputation strong. The introducer sees you as honest.

When a former client has gone quiet

"Hi [Name], I was thinking about the [project] we did, and wondered how the [result] is holding up. If anything has changed, I'd be glad to take a look. Also, I'm working with a few [type of client] on the same problem at the moment. If you know anyone who's facing it, I'd be happy to help."

Lead with care for their result, and the ask comes naturally.

When a partner has referred someone

"Thank you for sending [Name]. We had a good conversation and are exploring [next step]. I'll let you know how it goes. If you have other clients facing [problem], I'd be glad to help them the same way."

When you want to introduce two people

"Hi [Name A], I'd like to introduce you to [Name B]. [Name B] is [description]. You may benefit from speaking because [reason]. I'll leave you to connect. No obligation on either side."

Giving introductions builds goodwill and makes it natural for others to return the favour.

How to write your own scripts

Use these principles when adapting the examples.

1. Start with them, not you. Open with their result, their situation or their help.
2. Be specific about who. Name the type of client and the exact problem.
3. Make the action tiny. "Forward this note" is easier than "think about it".
4. Give permission to say no. "No pressure if no one comes to mind" reduces resistance.
5. Match your voice. If you never say "reach out", do not write it. People notice when a script sounds borrowed.
6. Keep it short. Three or four sentences are enough.
7. Test on one person first. See how they respond before you use the wording widely.

Timing your asks

A script works only at the right time.

Avoid asking during a dispute or when the client is stretched.

Channels: which script for which medium

• In person or on a call: use the spoken scripts, and follow with a written note.
• Email: best for forwardable messages and detail.
• WhatsApp or messaging: short and friendly. Keep the forwardable text separate so it can be copied cleanly.
• LinkedIn or public posts: ask generally, for example "If you know an operations manager dealing with late deliveries, I'd be glad to help." Follow up privately with individuals.

In markets such as Kenya, where messaging apps are the main business channel, a short, warm message often outperforms a formal email.

Templates for your tracking sheet

Set up columns and use them from your first referral:

• Date of introduction
• Referrer's name
• Referred person and company
• Problem described
• Status: introduced, call held, diagnostic sold, project, closed
• Outcome
• Thank-you sent (date)
• Report back sent (date)
• Next step and date

Review it every month. Note which referrers produce the best introductions, and invest time in them.

Combine scripts with proof

Referral scripts work best when a buyer can quickly verify your credibility. Make sure your positioning is clear (see authority positioning statement template) and that a prospect can find published thinking, a client outcome or a next step. If they cannot, offer them a low-pressure way to engage, such as the free 3-minute audit, which shows where they stand and gives them a reason to share their email if they want a follow-up.

The Chapter 10 tool in The Demo Is Dead includes referral scripts and a tracking sheet you can use immediately. It is available in the book. For the wider routine, read how to get referrals as a consultant.