Stop Leaving Your Best Leads to Chance
If you’re running a consultancy or professional services firm in Brisbane, you already know that a referral is the best lead you can get. They trust you before they even speak to you, they’re less likely to haggle on price, and they usually close twice as fast as a cold enquiry.
Most consultants I talk to in suburbs like Milton or the CBD tell me the same thing: "Most of our business comes from word-of-mouth." But when I ask them what their system is for getting those referrals, they go quiet.
Waiting for the phone to ring isn't a strategy; it's hope. And hope doesn't pay the rent. If you want to scale your profit without spending a fortune on ads, you need to treat your referral process with the same analytical rigour you use for your client delivery.
The Data Behind Why Referrals Dry Up
I’ve looked at the numbers for dozens of local firms, and the reality is blunt: about 80% of your satisfied clients are willing to refer you, but only about 20% actually do.
Why the gap? It’s not because they don’t like you. It’s because you haven’t made it easy for them, or you’ve faded into the background of their busy lives. In the professional services world, out of sight truly is out of mind.
To fix this, we need to look at three specific areas: your timing, your "ask", and your reward system.
1. The "Peak Happiness" Window
Most consultants wait until a project is completely finished to ask for a referral. By then, the client is already thinking about their next big problem. The invoice is paid, the excitement has died down, and you’re yesterday’s news.
Our data shows that the best time to secure a referral is at the Point of Value. This is the exact moment your client sees a win. Maybe it’s when a HR strategy you implemented settles a difficult dispute, or when a financial plan finally makes sense to them.
When they say, "Thanks so much, this is a huge relief," that is your opening. Don't just say "No worries." Say: "I’m glad we could get that result. We’re looking to help two more firms in the [Industry] space this quarter—who is the first person that comes to mind who might be dealing with this same headache?"
2. Stop Asking "Do You Know Anyone?"
This is the biggest mistake I see Brisbane consultants make. It’s too broad. When you ask a general question, the client’s brain has to scan their entire contact list of 500+ people. It’s too much work, so they say, "I'll have a think and let you know." (Spoiler: They won't).
You need to be hyper-specific. Instead of asking for "anyone," ask for a specific person or a specific type of business.
Bad: "Do you know anyone who needs help with their recruitment?" Good: "I noticed you’re connected with John Smith at [Company X] on LinkedIn. We actually just solved a similar staffing issue for you—would you be comfortable introducing us?"
This is why so many recruitment marketing fails; they try to be everything to everyone instead of targeting the exact person who has the problem right now.
3. The Math of the "Referral Loop"
If you want a predictable stream of work, you need to track your numbers. If you send 10 emails to past clients this month, how many respond? Of those, how many lead to a coffee or a phone call?
I worked with a management consultant in Indooroopilly who was frustrated that his pipeline was empty. We looked at his last 24 months of data. He had 40 happy past clients. We started a simple "Referral Loop" where he reached out to two of them every Tuesday morning with a specific piece of value—an article, a legislative update, or a quick tip.
Within six weeks, he had three new projects worth over $45,000. Total cost? A few hours of his time and a couple of flat whites.
4. Don't Pay for Referrals (Usually)
In professional services, offering a "kickback" or a cash commission can actually hurt you. It makes the relationship feel transactional. Your clients refer you because they want to look good to their peers and they want to help you.
Instead of cash, use Social Currency.
When someone sends you a lead, your first job is to make the referrer look like a hero. Send a handwritten note (yes, on paper) or a thoughtful gift that shows you actually know them. If they like a specific brand of QLD Shiraz, send a bottle. If they’re a massive Broncos fan, get them something related to the team.
This reinforces the behaviour. They feel good, you get a new client, and the cycle continues.
5. The "Helpful Expert" Email System
If you aren't staying in touch with your database, you are losing money. Period. You don't need a complex technical setup, but you do need a way to stay top-of-mind.
I recommend a simple monthly update. Not a "newsletter" about your office dog or your new logo—nobody cares about that. It should be a "Here is a problem I solved this month and how you can avoid it" email.
When you consistently provide value, you become the "only" choice when their friend asks, "Hey, do you know a good consultant?"
What This Will Cost You
Building a referral system costs almost nothing in terms of hardware or software. You can do this with your existing email and a simple spreadsheet.
The real cost is time and discipline.
Initial Setup: 4-5 hours to audit your past clients and identify the "Top 20" who are most likely to refer you. Ongoing: 2 hours per week for outreach and follow-up.
How Long Until You See Results?
Referrals aren't an instant tap like Google Ads. However, they are more permanent.
Week 1-2: You’ll likely get a few "catch up" coffees booked. Month 1-3: You should see your first genuine project enquiries land.
- Month 6+: This becomes a self-sustaining engine where your past clients are doing your sales work for you.
What to Do First
Don't try to build a massive system today. Do this instead:
1. List your top 10 happiest clients from the last year. 2. Check their LinkedIn to see who they are connected to that you’d like to work with. 3. Send a personal email (not a template!) to three of them today. Just check in, share one helpful tip, and ask for a specific introduction.
Most of what you read about "networking" is rubbish. It’s not about going to boring breakfast meetings and swapping business cards with people who also want to sell to you. It’s about leveraging the trust you’ve already earned with the people who have already paid you.
Need a Hand Growing Your Firm?
At Local Marketing Group, we help Brisbane business owners stop guessing and start growing. If you're tired of the "feast or famine" cycle and want a professional approach to getting more enquiries and better clients, we should talk.
We don't do fluff, and we don't use jargon. We just focus on what makes you money.
Contact Local Marketing Group today to see how we can help you build a predictable stream of new business.