Email template
Referral request email
Accountants refer accountants. The best moment to ask is after a win the client can see: a close that finished early, a tax season that went smoothly or a question that was answered quickly. This email makes one specific ask and makes it easy to say no.
When to use it
Send this after a successful close, a filed return or a positive client conversation, not in the middle of a problem.
A quick favor: do you know another firm?
Hi {{client_name}},
I am glad {{recent_win}} went well. Thank you for the trust you have placed in us.
We are looking for one or two more firms like yours to work with. If you know an owner or partner at another bookkeeping or CPA firm who is still chasing documents by email, would you be willing to introduce us?
A one-line introduction is enough. I will take it from there and will not add them to a list.
If you would rather not, that is completely fine. We appreciate the work we already do together.
Thank you, {{firm_name}}
Replace the placeholders in braces with the client's details. Keep the client's tax ID or account number out of the email.
Notes before you send
- Ask after a specific win, not in a generic newsletter.
- Ask for one introduction, not a list of names.
- Make it easy to say no.
- Do not add the referral to a mailing list without consent.
Questions about this template
When should a firm ask for a referral?
After a successful close, a filed return or a positive client conversation. The client should have a recent reason to recommend the firm.
Who should the firm ask?
A client who has seen the firm's work and knows other firm owners. One thoughtful ask is better than a mass email to the whole client list.
What should the client say in the introduction?
A one-line introduction is enough: who the firm is, why the client works with them and that the firm may be a fit. The firm can take the conversation from there.
Is it awkward to ask a client for a referral?
It can be, if the ask is vague or comes at the wrong time. A specific ask after a win, with an easy way to decline, is usually welcome.