In the service industry, referrals hold unmatched power.

Whether you’re a lawyer, car mechanic, real estate agent, contractor or a travel advisor, a referral carries a level of credibility and trust that’s hard to surpass.

Consider your current client acquisition efforts and costs. A referral often comes at little to no expense to you (more about that later). Why invest excessive time in pursuing new clients when you can tap into a pool of potential clients who are already predisposed to use your services?

It’s no wonder that a referral is often referred to as the most prestigious type of sales lead.

So, how can you maximize this invaluable marketing tool?

While some advisors are comfortable directly asking for referrals on social media or even in their email signatures, here are a few alternative approaches:

• During the booking process, ask your clients if they have any friends or family that would be interested in traveling with them. This can often spark thoughts of shared adventures.
• If you regularly touch base with your clients upon their return (you should if you don’t) to gauge their satisfaction, and gather valuable feedback, ask about their experience with your service. Be sure to document their feedback, especially if it’s positive, and ask if they have friends or family who might benefit from your service. Request their contact information for potential referrals.
• Ask your clients if they’d be willing to leave a review on your website, or if you could feature their feedback. You don’t necessarily have to mention them by name; for instance, you can use first names or initials. And make sure the online reviews are dated to convey their newness to potential clients.

Should you express gratitude for a positive referral? Absolutely! Your thank-yous can take various forms, from a small handwritten note for a general recommendation to something more substantial such as flowers or a personalized gift (a framed photo from their trip, perhaps) which is likely to spark conversations. Some advisors opt to make a charitable donation on behalf of their clients.

For those looking to take it a step further, you can track the number of times a client refers you and establish a loyalty program with tiers of thank-you gifts. These could range from gift cards to welcome amenities like a bottle of wine or flowers in a hotel room or stateroom, complimentary airport parking, or private airport transfers upon arrival at the destination.

Always remember to thank your clients for their valuable referrals. They are providing you with a service that so many other marketing efforts simply can’t replicate.