Referral and introduction asks

Sales team1 min read

In the SRA's 2025 study of small law firms, 76% found technology through colleagues or competitors and only 21% adopted after a provider approached them (June 2025). Referrals should be our best channel. Ask at the first measured success (the 30-day review), at the end of a call that will not close, and when a prospect understands the problem but is the wrong fit.

Say (at first success)

"You've gone from two people posting to seven in a month. Who else do you know fighting the same thing? I'd rather be introduced than turn up cold."

Say (wrong fit): "This isn't right for you right now, and that's fine. Who else should see it? And if you'd like to join our referral scheme, there's a short certification first; commission is set out in the partner agreement and I'll send you the details."

Never quote a commission figure (D19). Two forwardable sentences for the introducer, GREEN only:

"I've been using Maktura to get our team posting on LinkedIn in their own voices, with our approvals and rules built in. Worth 30 minutes with John Cooper if your people never post either."

Never use the old lines about "the name, role and company behind every like" or "by the next morning": both are RED. Register the introduction the day it is made; reply within one working day; tell the introducer the outcome. Track champions who change firms (LinkedIn Deep Sales research: 54% of 508 buyers bought from the same seller after changing companies; vendor data). The formal programme is in the Partner and affiliate playbook.

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