When I started in sales, I never even considered asking for referrals.
It felt pushy. I worried my prospect would see me as selfishly salesy.
Turns out I wasn’t alone... most sellers feel the same.
But here’s the thing: by avoiding referrals, we leave one of the most powerful pipeline levers untapped!
The Data shows it's true!
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84% of B2B decision makers say their buying process starts with a referral. -> DemandSage
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Companies with structured referral programs are 86% more likely to see pipeline growth. -> ThinkImpact
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And yet: only ~30% of B2B companies actually run formal referral programs. -> ReferralRock
The gap is huge. And it’s where opportunity lies for sellers in DACH.
Why We Don’t Ask for Referrals
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“What if they say no?”
→ Fear of rejection or losing rapport.
→ Reframe: You’re just giving them an option. If they say no, nothing lost. If they say yes, you’ve unlocked a warm lead. -
“It feels pushy or selfish.”
→ Worrying about your image.
→ Reframe: Position it as helping others. “Do you know anyone who could benefit like you did?” Now it’s service, not self-interest. -
“I don’t know how to ask.”
→ Lack of structure.
→ Reframe: Use a simple script. Make it part of your rhythm, like discovery or follow-ups.
How to Leverage Referrals in DACH
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Identify advocates
Look for customers who’ve had clear wins with you and are happy to share them. -
Ask simply and directly
“I’m glad we achieved this result together. Do you know someone else who’s facing a similar challenge who I could also help?”
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Make it easy
Provide a short intro email or LinkedIn message they can forward. Reduce friction. -
Say thank you
A quick thank you note, a small gesture, or public appreciation goes a long way.
Referrals in Practice
On the latest Sales in DACH Podcast, I sat down with Christoph Karger, the OG of referrals in Sales, who shared how he turns customers into active advocates.
He revealed:
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The best timing to ask for referrals
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How to create systems so it feels natural, not forced
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Why referrals in DACH often work better face-to-face
Now = Better Than Later!
Budgets are tighter. Outbound is noisier. Ads are more expensive.
Referrals cut through the noise because trust is already built.
Quick Win Challenge
This week: pick one customer who recently had a positive outcome with you.
Ask for a referral using the simple script above.
Track what happens.
Chances are, you’ll be surprised by how willing they are to help!
Also, a reminder!!
From January, our Subscription Model will change. Right now, you can still join for 365€/year and lock it in before the change! 😍
Inside you’ll find:
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Playbooks & Templates in German
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Scripts proven to work in DACH
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Best Practices from fellow Sellers who are alreadyy winning with referrals
We hope to see you there!
Your Sales in DACH Team! ✨
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