The How of Business - How to start, run, grow and exit a small business.

589 – The Referable Client Experience with Stacey Brown Randall

Dec 1, 2025

Stacey Brown Randall, a referral strategist, keynote speaker, and author, shares her insights on generating organic referrals without asking or incentivizing. She emphasizes the importance of the emotional experience clients have, defining a referable client experience as balancing feelings with deliverables. Stacey breaks down the three client stages and highlights how personal touch points can strengthen relationships. She also reveals how to identify referral hot zones and offers practical advice on maintaining connections with alumni clients to foster ongoing referrals.

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ANECDOTE

Business Failure Led To Referral Focus

Stacey failed her first business and returned to corporate before starting a second business focused on referrals.
In her first year as a coach she received 112 referrals and began teaching the methods she used.

INSIGHT

Work Plus Relationship Drives Referrals

Delivering great work alone won't generate steady referrals because clients' feelings matter as much as deliverables.
A referable client experience combines high-quality work with intentional relationship-building touch points.

ADVICE

Use Journey Cards To Ease Buyer’s Remorse

Acknowledge clients' quiet worries after they sign to reduce buyer's remorse with a handwritten journey card.
Say you see their feelings, normalize the challenge, and reassure them you're their co-pilot.

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A referable client experience is the key to earning organic referrals, and Stacey Brown Randall joins the show to break down how small business can get referrals without asking.

Show Notes Page: https://www.thehowofbusiness.com/589-stacey-randall-referable-expereince/

In this episode, Henry Lopez welcomes back referral expert Stacey Brown Randall to explore how small business owners can generate referrals naturally, without asking.

Stacey shares insights from her new book, The Referable Client Experience. She explains why great work alone doesn't create referrals, and why the emotional experience you deliver matters just as much as the deliverables themselves.

Stacey breaks down the three stages of the client experience - new, active, and alumni - and how relationship-building touchpoints in each stage make clients feel seen, supported, and confident referring you.

"Great work gets you repeat business," Stacey notes, "but relationships get you referrals."

Henry and Stacey also discuss how to identify referral "hot zones," reinforce relationships without being pushy, and create organic moments where referral seeds can be planted authentically.

Whether you're a consultant, creative, coach, or service provider, this episode will help you map your client experience, balance work vs. relationship touchpoints, and strengthen the natural referral engine inside your business.

Stacey Brown Randall is an award-winning author, keynote speaker, and referral strategist who teaches business owners how to generate referrals naturally, without asking, manipulating, or creating awkward moments. Her newest book, The Referable Client Experience, expands her proven framework for building a referral-rich business through intentional client experience design.

This episode is hosted by Henry Lopez. The How of Business podcast focuses on helping you start, run, grow and exit your small business. The How of Business is a top-rated podcast for small business owners and entrepreneurs. Find the best podcast, small business coaching, resources and trusted service partners for small business owners and entrepreneurs at our website https://TheHowOfBusiness.com