How You Handle the First Referral Will Determine If You Get More
The first referral is a test. Pass the test, and 83% of referrers will introduce you to more people.
The test you must pass when you get a referral
The first introduction is a test. The referrer is asking, ‘Is it safe to put my reputation behind this salesperson again?’
Every introduction carries reputational risk. By introducing you, the referrer is telling someone they know, ‘I trust this salesperson to take care of you.’ They expect that person to be treated well, whether or not a vehicle is sold.
Afterward, the referrer wants an answer to one question: ‘Did referring you make me look good?’ A good experience makes the next introduction feel safe. A bad experience makes introductions 2 through 10 disappear.
Your goal is bigger than selling 1 car. To earn the next referral:
- Protect the trust behind each introduction.
- Create a friendly connection with the person you were introduced to.
- Give them a reason to save your contact information.
- Close the loop: Call the referrer and tell them how it went, whether or not the person bought, so they are not left wondering if referring you made them look good or embarrassed them.
The last step gives the referrer the reassurance they need to introduce you to more people.
Do these 4 things every time without exception
1. Respond to the group introduction fast, even on your days off
When someone introduces you to a person they know in a group text or email, they are waiting for you to take over. Do not wait for the person they introduced to respond first.
If you do not jump into the conversation, the person they introduced is less likely to respond. If you wait hours or days to respond, you leave the referrer alone in the conversation after they put themselves out there to introduce you.
- Reply to the group introduction within 5 minutes whenever possible.
- Reply in the group text or email before calling the person you were introduced to.
- Do not wait for the person they introduced to respond first.
2. Make the referrer look good
The referrer is watching how you handle the introduction in real time. They can see how quickly you respond, whether you acknowledge them or jump straight into sales mode, how you speak to the person they introduced, and whether your response feels helpful or pushy.
Celebrate every referral. Sale or no sale, the referral itself is a win. It means you built a relationship with the referrer, and they trust you enough to recommend you to someone they know.
Do not squander that trust by putting the person they introduced through a generic sales script or the usual haggle theater. Even if they do not buy today, your goal is to leave a good impression so they remember you and save your contact information for when they need help.
- Thank the referrer and acknowledge the trust they placed in you.
- Show the referrer that their introduction matters and that you will take good care of the person they introduced.
- Do not pressure the person they introduced to buy. That person is already more open to you because someone they trust recommended you. Focus on being helpful.
SUGGESTED FIRST RESPONSE
Thanks for introducing us, [Referrer first name]! I appreciate you trusting me to look out for [Referral first name].
Hi [Referral first name], it’s great to meet you.
No pressure if you’re not shopping right now. Think of me as your friend in the car business. You can text me anytime if you have a car-buying question, need help finding a car, or want a second opinion on a deal.
Is there anything car-related I can help with, either for you or someone you know?
3. Close the loop with the referrer every time
The referrer can see how you respond to the group text or email. But once you start communicating with the person privately, the referrer no longer knows what is happening.
Until you tell them how it went, they may wonder whether you followed through, pressured the person, or treated them well. That uncertainty can make introducing you to someone else feel risky.
After you have spoken with the person they introduced you to, call the referrer and give them a quick update without sharing private details. Closing the loop shows that you valued the introduction and handled it responsibly.
Do this whether the person bought, scheduled an appointment, or decided to wait. Even when the person does not buy, you can strengthen your relationship with the referrer by being helpful and never pressuring the person they introduced.
CLOSE-THE-LOOP CALL
Hi [Referrer first name], I wanted to close the loop. [Referral first name] decided to hold off for now, but I made sure she left with good information and zero pressure. I really appreciate you introducing us either way.
4. Ask for 3 more introductions
Once you have shown the referrer that referring you is safe and makes them look good, ask for three more introductions. Do not wait. The close-the-loop call is the natural time to ask because the first experience is still fresh and the referrer has just been reassured.
After the first introduction, every introduction that follows is easier, takes less time, and feels less risky.
The referrer has already downloaded your dealership’s referral app, created an account, and synced their phone contacts. The app suggests people they may want to introduce, so all they need to do is open the app, choose someone, and tap “Make an Intro.”
That’s it! It takes almost no time. They can get paid when an introduction results in a sale, and they are helping their friends and family meet someone they can trust in the car business.
ASK FOR THREE MORE
While I’ve got you, can you think of three more people right now, maybe a family member, coworker, or neighbor, who you could introduce me to?
They don’t need to be shopping for a car today. I just want them to know who I am so they can save my contact information for later.
Reminder: always ask for introductions, not referrals.
When most people hear “referral,” they think you mean someone actively shopping for a car. Most people do not know who is currently in the market for a new vehicle.
The purpose of the introduction is to meet more people, build relationships before they enter the market, and become someone they already know and trust when they need a vehicle. The more people who know and trust you, the more cars you’ll sell.
The repeat-referral routine
Follow the same routine after every introduction:
- Reply quickly and thank the referrer first.
- Give the referred person a friendly, useful, zero-pressure experience.
- Follow through on every promise you make.
- Close the loop with the referrer after the conversation or sale.
- Ask for three more introductions while goodwill is high.
What not to do
- Do not treat the introduction like a cold internet lead.
- Do not launch into a generic pitch or ask, ‘When can you come in to the dealershp? I'm here all day.’
- Do not pressure someone who is not ready to shop.
- Do not repeatedly call or text until they respond.
- Do not put referred customers into the automated CRM follow-up used for internet leads.
- Do not leave the referrer wondering how it went.
- Do not wait to ask for another introduction.
The standard
Every referral should make the referrer look good. When people know that introducing you will help their friends rather than pressure them, referring you becomes easy and safe. Protect that reputation every time, close the loop, and earn the next introduction.
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