Why Reviews and Referrals Feel Awkward—and How to Make Them Automatic

Why Great Work Isn’t Enough Anymore

I was on a strategy session yesterday, and it reminded me of something I see all the time.

Have you ever felt awkward asking for a review?
Or uncomfortable asking for a referral?

You do an amazing job.
The client is excited.
They’re saying things like, “This looks incredible. You guys are the best.”

And then…

Nothing.

No review.
No referral.
Just silence.

So you’re left wondering:
How do some businesses get referrals consistently?
How do they get reviews without sounding salesy or desperate?

The Missing Piece: Client Lifetime Value

Here’s the problem for most lighting companies—and honestly, most service businesses:

They only think about the first transaction.

• “I spent X on marketing.”

• “I landed an $8,000 job.”

• “Was it worth it?”

That’s the wrong question.

Because that $8,000 job isn’t just an $8,000 job.

It’s also:

• A yard sign in a neighborhood

• A reason to knock nearby doors

• Social proof

• Online reviews

• Referrals

• Add-on projects

• Maintenance

• Future phases

That’s where the real money is made.

Without a backend system, every job becomes harder than it needs to be. You’re constantly chasing the next lead instead of maximizing the one you already earned.

A Simple Lesson from Jersey Mike’s

Let me give you a simple example.

Yesterday, Lindsey and I went to Jersey Mike’s.
(Not even my favorite place—I don’t even like sandwiches.)

The girl behind the counter was friendly, normal, and conversational. Then she said:

“Hey, we’re doing a competition to see which store can get the most reviews. Would you be willing to leave us a five-star review today?”

That was it.
She just asked.

I immediately pulled out my phone.

I would never have left a review on my own. But she asked—confidently.

Then she added a small incentive:

“Show us when you’re done and we’ll throw in a free drink and chips.”

She didn’t discount the main product.
She didn’t beg.
She simply set expectations and added a tiny bonus.

That’s when it clicked (again):

Reviews Are Business Assets—Not Optional Extras

Reviews directly impact:

• Trust

• Conversions

• Visibility

• AI-driven search results

I see companies that have been in business for 10+ years with only 20 reviews.

That’s not impressive.
That’s a liability.

And I already know what some of you are thinking:

“We’ve grown through word of mouth.”

That’s great—but here’s the truth:

Even referrals Google you.

And what they see is your digital resume.

The Exact Script to Make Reviews and Referrals Predictable

Here’s the line I want you to steal. Use it exactly as written.

During your pre-qualification call, say this:

“Hey, real quick—would it be okay if I told you a little about our company?”

“Our goal throughout this entire process, and how we’ll know we did a great job for you, is to over-deliver so much that we earn a five-star review and a referral to a friend or family member.”

“If we do that, would it be fair to ask you for those two things?”

This isn’t asking for a review yet.

You’re defining what success looks like.
You’re setting expectations.
You’re conditioning the relationship from the start.

Say it:

• On the first call

• At the design appointment

• During install

• At the night walkthrough

• In the follow-up

By the time you actually ask?

You won’t have to.

Clients will say:

“We already left the review… and my sister was asking about lighting. Here’s her number.”

That’s how referrals become predictable instead of random.

The Bigger Picture: Marketing Beats Talent Now

Here’s the hard truth:

AI doesn’t care how good your nighttime installs look.

AI cares about your digital footprint.

The best lighting company doesn’t always win anymore.
The best marketed company does.

Your One Action Step This Week

Do this one thing:

Google your business name.

Then ask yourself—honestly:

Does this reflect who you really are?

Because fixing this is worth tens—if not hundreds—of thousands of dollars over the life of your business.

Use the line.
Build the system.
Stop leaving money on the table.

Keep moving forward,
Ryan Lee

# client lifetime value, reviews and referrals, lighting company marketing, get more reviews, referral system for businesses, social proof, local business growth, five-star reviews, customer lifetime value, AI search visibility #