As health insurance agents, we know that referrals are critical to our success. Satisfied clients often recommend us to their friends and family members, fueling our business growth. But here’s a question: Do you refer business to your clients?

Many clients are entrepreneurs or small business owners who rely on referrals as much as we do. Supporting their businesses can deepen relationships, build trust, and even create opportunities for reciprocal referrals. While not every client runs a business, for those who do, sending business their way can be a valuable way to strengthen connections.

Why Refer Business to Your Clients?

Referring business to your clients goes beyond good manners—it’s a powerful way to build trust and create mutually beneficial relationships.

• Builds Stronger Relationships
  Referrals show clients you value them beyond the transaction. Supporting their businesses demonstrates your personal investment in their success and promotes goodwill. For example, if a client owns a bakery, you might order catering for an event or recommend them to friends hosting a party.
• Encourages Reciprocity
  When you refer business to a client, they’re more likely to think of you when someone in their network needs health insurance. For example, a small business owner you support might recommend you to their employees, customers, or other small business owners.
• Develops a Sense of Community
  Referring clients to one another creates valuable connections and positions you as a trusted resource. For instance, connecting a client who’s a contractor to another seeking renovations helps both parties and enhances your reputation.

How to Identify Opportunities

Finding ways to support your clients doesn’t have to be complicated—it just requires a bit of attention and creativity.

• Know Your Clients: Take time to learn about their work and business goals. Ask about their ideal customers and how you might help. Sometimes, just taking the time to ask helps engender a sense of loyalty.
• Use Their Services: Become a customer when possible. Not only does this support their business, but it also gives you first-hand knowledge to confidently refer others, while staying top-of-mind with your customer.
• Be a Connector: Match clients who can benefit from one another’s services, creating mutual value and opportunities for everyone involved.
• Stay Engaged: Follow your clients’ businesses on social media or subscribe to their newsletters to stay informed about their offerings and promotions.

Benefits for Your Agency

Referring business to clients doesn’t just benefit them—it also creates opportunities for your agency to grow and thrive.

• Loyalty: Clients feel valued when you support their business, which strengthens their loyalty and commitment to you.
• Reputation: Referring business enhances your image as a trusted advisor and community builder.
• Growth: Helping clients succeed often leads to reciprocal referrals, expanding your network and opportunities.

Final Thoughts

Referrals go both ways. While we often ask clients for referrals, we should also consider sending business their way. Supporting entrepreneurial clients can deepen relationships, foster goodwill, and create mutual growth opportunities.

The next time you meet a client who owns a business, take the time to learn about what they do and think about how you can support their success. Referring friends, family, or even other clients can create lasting connections—and might just help your agency grow in the process.