The Best Referral Programs Start with a “Referral Culture”

How does your team work when no one is looking?
For the first time ever, clients are asking me how to build a “referral culture.” Sales VP Sam told me he wants to create a referral culture, as did CRO Sue, and CEO Amanda. Why? They recognize that referrals are the fastest and “stickiest” business development methodology for qualified lead generation. And they know the best referral programs require a sales culture where referrals are top priority.
What is culture, anyway? I’ve read too many long and complex definitions, and I have no idea what many of them mean. My favorite definition is simple but brilliant: “Culture is what people do when no one is looking.”
This quote is often attributed to Gerard Seijts, executive director of the Ian O. Ihnatowycz Institute for Leadership at Western University in Canada. However, I wrote to Gerard, who told me that he first heard this nugget