Most MSPs say they want referrals—but when I ask them what they’re doing to generate them consistently, they either shrug or say something vague like, “I just do a good job and hope my clients tell others.”
Let me be blunt: hope is NOT a marketing strategy.
If you want a steady stream of referrals—REAL referrals, not just someone throwing your name out in a passing conversation—then you’ve got to understand the psychology behind why people refer in the first place.
Why People Refer (It’s Not Just Because You’re Awesome)
There are two reasons people refer you:
1. They Like You And Want To Help You
Sometimes you’re the underdog. You’re hustling, growing your business, and your client sees you out there doing the work. They like you. They trust you. They respect what you’re doing. So they want to help.
But—and this is important—liking you isn’t enough. They might want to help, but if you don’t guide them on how to help, that desire turns into good intentions… and we all know where those lead.
2. It Gives Them Status
This is the kicker that most business owners completely miss. People refer because it makes them look good.
Let me give you a simple example. Someone visits from out of town and says, “Robin, where should I take my wife to dinner while we’re in Nashville?” I say, “Don’t go downtown. Go to Franklin. Eat at Cork & Cow. Get the lamb chops as an appetizer and the burger with the bacon.”
When they go and LOVE it? That gives me status. I’m the one who steered them right. I look smart. Connected. In the know.
Your clients feel the same way when they refer you and it turns out great. They look like the hero. The expert. The one who “knows a guy.”
So, if you’re wondering why you’re not getting referrals, ask yourself:
- Are you giving your clients a way to feel helpful?
- Are you helping them look good by referring you?
Why “Can You Send Me A Referral?” Doesn’t Work
Even if someone wants to refer you, asking them the wrong way can backfire.
When you say, “Hey, can you send me a referral?” they usually respond, “Sure, let me think about it.”
But that thinking part is the death of the deal. They mentally scroll through their contacts and come up blank because they’re not sure who needs an IT company. “Everybody and nobody,” as I like to say.
You haven’t given them clarity, a reason, or a prompt.
Here’s What To Do Instead
Don’t ask for a referral. Ask for an introduction. Big difference.
Lead them through it step by step. Like this:
“Based on your experience working with me, if you knew of another MSP who needed help with their marketing, would you feel comfortable referring them to me?”
Once they say yes, you say:
“Awesome. The reason I’m asking is I’m working on a project, and I’d love your help. I love working with you—you’ve got the kind of drive and energy I want more of. Do you know any other MSPs in your peer groups or forums that you engage with?”
Then walk them through how to make that introduction. Ask them to shoot a quick email, copy you in, and mention that you’d be happy to do a one-on-one consultation for free.
Don’t just leave them with “I’ll get around to it.” Stand there (yes, really), and guide them. Ask, “Do you have their email? Do you normally text them? Can you send that right now and copy me in?”
Use Prompts To Spark Their Memory
People draw a blank unless you help jog their memory. So prompt them:
- What about your CPA?
- Your attorney?
- Your payroll company?
- Any vendors or peer group members you trust?
They’re surrounded by other business owners every day, but you’ve got to connect the dots for them.
And hey, if their CPA is handling payroll and books, maybe it’s time you audit them. You’d be amazed at how many MSPs are leaving clients exposed because of sloppy vendor work.
Final Thoughts: Stop Hoping, Start Guiding
Referrals are one of the most powerful, low-cost ways to grow your MSP. But only if you take control of the process.
Bottom line: Don’t wait for referrals to happen. Make them happen.
