I’ve never been good at asking people for help. Then I lost my job, decided to start a solo business the next day, and needed clients . . . fast. I turned to my network to ask for both referrals and recommendations to jump-start my business.
Asking for referrals is uncomfortable. Most solopreneurs would rather wait for business to come to them than put someone on the spot. But referrals are one of the most effective ways to grow a solo business. A warm introduction from someone who knows your work carries more weight than any cold pitch or LinkedIn message. Now, a few years later, most of my business comes from referrals.
The trick is knowing who to ask, when to ask, and how to make it easy for the other person to say yes.
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Who to ask
You probably have more people in your network who could refer you than you think. A few starting points:
- Former colleagues from your 9 to 5. People who’ve worked alongside you know how you operate. They’ve seen your work ethic, your communication style, and the quality of what you produce.
- People in your professional network. This might be someone from a Slack community, a conference connection, or a fellow solopreneur. They don’t need to have been your client—they just need to be familiar enough with what you do to pass your name along.
- Past and current clients. A client who’s happy with your work is your strongest referral source. They can speak to specific results and how you work as a collaborative partner.
Because I’m really active on LinkedIn, I’ve had people refer me who’ve never worked with me directly. They simply know the kind of work I do, and trust that I get it done. Referrals don’t have to come from your direct connections if you put yourself out there.
When to ask
Timing matters, a lot. A well-timed request feels natural (and a poorly timed one feels transactional).
- When you first go solo. Reach out to your network early. People are generally willing to help when they know you’re making a career transition, and a simple “I’m now taking on clients” message can open doors for you.
- When a project goes well. The end of a successful engagement is a natural moment to ask. The client is happy, and your work is fresh on their minds.
- When your primary contact moves on. If the person you worked with at a company takes a new role somewhere else, that’s a double opportunity. Ask for a referral about the work you’ve done together—and ask if their new company could use your services, too.
Keep the ask really low-pressure. Something like:
“Hey [name], I really enjoyed working with you on [project]. If you know anyone in your network who might benefit from similar work, I’d love an introduction.”
Don’t overlook recommendations
Sometimes a referral is a big ask. Your contact might not know someone who needs your services right now, or they might not be in a position to refer you. That doesn’t mean they can’t help you.
A recommendation—a written endorsement of your work—can be equally valuable. Ask clients or colleagues to add a recommendation to your LinkedIn profile. It takes them a few minutes, and it gives you something permanent and publicly visible.
Once you have the LinkedIn recommendation, repurpose it. Pull the text into your website, include snippets in your proposals, or reference it when pitching new clients. A strong recommendation from a real person builds trust.
Whether it’s a referral or a recommendation, the underlying principles are the same: Do great work and make it easy for people to advocate for you.
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