This came up in a conversation with a founder recently. They’re looking for a better way to turn existing customers into a consistent source of new business.

What’s the best way you’ve found to turn customers into referrals?

I think people ask too early.

Someone saying “great job!” doesn't automatically mean they're ready to recommend you. Wait until you've actually delivered a result, then ask directly. Much less awkward.

On 18/09/2026 at 16:15, Nora Nakamura said:

I think people ask too early.

Someone saying “great job!” doesn't automatically mean they're ready to recommend you. Wait until you've actually delivered a result, then ask directly. Much less awkward.

Yup. And I'd make the question specific.

“Do you know anyone who needs this?” is a bit vague. Asking if they know another business dealing with a particular problem usually gets a better response.

For ecommerce, I'd probably ask after a repeat purchase or a really good customer interaction.

Referrals are also a trust thing. Especially on a marketplace, I wouldn't just throw a discount at it.

If someone trusts your service enough to recommend it to their own contact, that's way more valuable than another random lead from an ad.