Working Your Sphere: The Power of Relationships in a Referral-Based Business

In a world where leads can come from a Google ad, a Zillow inquiry, or a cold lead from a drip campaign, there’s something timeless and powerful about doing business within your sphere of influence.

For those of us who’ve lived in a city or town for a while—raised our kids here, gone to church here, played rec league sports here, or simply called it home for years—we’ve built something that algorithms can’t replicate: trust.

But here’s the challenge: many sales professionals (myself included, at times) know this relational goldmine exists… but aren’t actively using it.

We care about people. We want to serve, not sell. So we default to strategies that feel less personal—cold leads, online reviews, lead gen services. These aren’t bad; in fact, they can be great. But if we’re not investing in our people—our network, community, and friends—we’re missing the most natural and meaningful way to grow.

So how do we become intentional about building a referral-based business that reflects who we are and serves others well?

5 Ways to Build a Sphere of Influence / Referral-Based Business

1. Be Present in Real Life, Not Just Online
   Attend local events, community meetups, and support causes you care about. People do business with those they see and trust—not just those who show up on their social media feed.
2. Ask for the Referral (But Don’t Make It Weird)
   After helping a client, simply say, “If you know anyone who could use help buying or selling, I’d be honored to serve them the way I served you.”
3. Give More Than You Take
   Support your sphere. Promote their businesses. Send them referrals. Celebrate their wins. When you invest in people without strings attached, it builds relational equity.
4. Stay in Touch with Value
   Send a personal note, a helpful market update, or a check-in text that asks about them, not just their buying timeline. Consistency builds trust.
5. Turn Clients into Connectors
   Help your past clients become your advocates. Ask for a Google review, a short testimonial, or simply to keep you in mind for others who need a trustworthy guide.

3 Ways to Put This Into Action This Month

1. Write a List of 25 People in Your Sphere
   Think family, friends, past coworkers, neighbors, old clients. These aren’t “prospects”—they’re people who know you, like you, and trust you. Reach out to 5 this week.
2. Schedule One Coffee or Walk a Week
   No pitch. Just a genuine connection. Ask how they’re doing, what they’re working on, and how you can support them. Listen well.
3. Ask for 3 Reviews This Month
   Whether on Google, Zillow, or wherever your prospects search, ask happy clients to leave a review. Bonus: Share their words in your marketing (with permission).

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Final Thought:
Cold leads can work. Paid leads can work. But nothing beats word of mouth in a trusted relationship. If you’re in sales and care about people, don’t be afraid to lean into your community. It’s not about using people—it’s about serving people and letting that goodness ripple outward.