You can personalize further, but be aware that additional customization will mean more work for you or your team.

Tip #2: Ask your best clients for referrals

Finding new clients is a little like making new friends. If you want to expand your social circle, you’re better off meeting others through friends you enjoy spending time with, instead of through an acquaintance you don’t have much in common with.

The same goes for client referrals. If you enjoy working with a client, first of all, chances are they like working with you, too. When you ask these top clients for referrals, they will likely bring you similar sorts of people, leaving you with a group of clients you like, and for whom you can continue to do your best work.

Tip #3: Ask for referrals when clients are happy

It might seem obvious, but clients who have just had a win are more likely to give a good referral. Try asking your clients for a referral just after delivering a big job for them, or securing them a larger return than they were expecting.

Often these clients will specifically mention the good job you’ve done for them, and the referred prospect will see the value you could bring to their business.

Tip #4: Keep referral emails brief

It doesn’t take a lot to ask for a referral. All you need is an acknowledgment of how much you appreciate their business, followed by a request for the referral, and a heartfelt thank you.

People don’t want to read large blocks of text only to discover that you’re asking a favor. You’re better off being succinct and genuine—your clients will appreciate it.

Tip #5: Ask sparingly (but make it count)

Clients don’t want to be bombarded with requests for referrals, just as you don't want to be asking for them constantly. Clients will value the request a lot more if it comes infrequently.

Don’t forget tip #3 and make sure you pay attention to the status of your client’s account when asking for a referral.

Tip #6: End with a question

Like a good cliffhanger at the end of a television show, finishing an email with a question is more engaging, and is more likely to elicit a response.

Here is a simple example from Ryan Lazanis, owner of Future Firm:

Hi Susan,

I’m just writing to let you know that it’s an absolute pleasure working with you and to let you know that we’re looking to have more clients like you at our firm.

By chance, would you happen to know any other businesses in your network you think would benefit from speaking with us to see if we’d be able to help?

Ryan.

In his request for a referral, Ryan:

• Used the client’s name

• Started with gratitude and acknowledgment

• Finished with a question

• Kept it short and simple

If you employ these email tips, you’ll begin to see a positive response to your referral requests.

Referrals get clients

The benefits of good referrals cannot be overstated when growing your accounting firm. They are a fantastic way to gain new clients, and importantly, the trust of those clients.

These six tips to get started with requesting referrals via email are quick and easy to implement, so you can get those referrals (and new clients) streaming into your accounting firm.

Accounting relationships are built on trust. Clients trust you with their business, their livelihood, and ultimately, their future. A successful client relationship can grow to be akin to family—but, like any important relationship, it takes work to get there.