Leverage Referrals in DACH

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!

• 84% of B2B decision makers say their buying process starts with a referral. -> DemandSage

• Companies with structured referral programs are 86% more likely to see pipeline growth. -> ThinkImpact

• 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

• “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

1. Identify advocates
   Look for customers who’ve had clear wins with you and are happy to share them.

2. 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?”

3. Make it easy
   Provide a short intro email or LinkedIn message they can forward. Reduce friction.

4. 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:

• The best timing to ask for referrals

• How to create systems so it feels natural, not forced

• Why referrals in DACH often work better face-to-face

 Listen now ->

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:

• Playbooks & Templates in German

• Scripts proven to work in DACH

• Best Practices from fellow Sellers who are alreadyy winning with referrals

👉 Join now

We hope to see you there!

Your Sales in DACH Team! ✨