Cecil Jones Is Marketing
Worksheet

Referral System Planner

Referrals aren't luck — they're a system. Map your referral sources, score their potential, design your ask, and build the tracking infrastructure that turns happy customers into a predictable lead source.

Completion time: 30–45 minutes•For: Business owners and growth leads

Instructions

  1. 1. Inventory all current and potential referral sources in the table below.
  2. 2. Score each source on volume potential (1–5) and conversion likelihood (1–5).
  3. 3. Prioritize: focus 80% of your effort on the top 20% of sources.
  4. 4. Design your referral ask for each priority source — script it, don't wing it.

Referral Source Inventory

Past Customers

Identify: Who are your 10 happiest customers from the last 12 months?

Highest-converting source. Already trust you. Just need to be asked.

________________
___
___

Current Customers

Identify: Which active customers are most satisfied right now?

Post-service follow-up is the ideal ask moment.

________________
___
___

Adjacent Trade Partners

Identify: Which complementary businesses serve the same customers?

HVAC ↔ Plumbers ↔ Electricians. Roofers ↔ Gutters ↔ Painters.

________________
___
___

Realtors & Property Managers

Identify: Which realtors or property managers do you already work with?

High-volume referral source for home services.

________________
___
___

Suppliers & Vendors

Identify: Which suppliers interact with other contractors daily?

Supply house counter staff hear 'who do you use for X?' constantly.

________________
___
___

Community / BNI / Chamber

Identify: Which networking groups are you active in?

Quality over quantity. One strong relationship beats 50 business cards.

________________
___
___

Online Reviews

Identify: What's your Google review count and average rating?

Reviews are passive referrals. Every 5-star review generates inbound calls.

________________
___
___

Strategic Partners

Identify: Which non-competing businesses share your ideal customer profile?

Insurance agents, financial advisors, architects — different services, same homeowner.

________________
___
___

Design Your Referral Ask

The difference between getting referrals and not getting them is usually the quality of the ask. Write it out.

"Most people in my industry never ask, so I'm just going to ask: if you know anyone who needs [service], I'd love an introduction. Here's exactly the kind of person I help best: _________________________________________"
_________________________________________
☐ After job completion ☐ At invoice/payment ☐ After 5-star review ☐ Quarterly check-in ☐ Anniversary of service ☐ Other: ________
☐ Handwritten thank-you note ☐ Gift card ($_____) ☐ Discount on next service ☐ Donation to their charity of choice ☐ No incentive — relationship-based ask ☐ Other: ________

Referral Tracking System

_____ referrals/month
_____%
_____ referrals/month
☐ CRM field ☐ Spreadsheet ☐ Whiteboard ☐ Nothing yet

90-Day Referral Sprint Plan

Weeks 1–2: Identify top 20 past customers. Send personal reconnection messages (no ask yet).
☐ Done
Weeks 3–4: Design and practice the referral ask. Role-play it with your team.
☐ Done
Weeks 5–6: Ask your top 10 customers. Track responses. Refine the script based on what works.
☐ Done
Weeks 7–8: Reach out to 5 trade partners. Propose a mutual referral agreement.
☐ Done
Weeks 9–10: Implement referral tracking in CRM. Set up automated thank-you sequence.
☐ Done
Weeks 11–12: Review results. Double down on highest-performing sources. Adjust ask for low performers.
☐ Done

Related Playbook: Referral Growth • Related: Strategic Partnerships • Email: cecil@ceciljonesmarketing.com

Use This Worksheet

Print or save as PDF. For help designing and implementing your referral system, book a free Strategy Call.

Book a Free Strategy Call

Questions? cecil@ceciljonesmarketing.com