轉介紹（Referral）是行銷人員認為最自然、效率高、成交率高、開發成本小，最有生產力的方法，然而，使用此一方式的真實效果如何，卻有待釐清，回顧保險業行銷之文獻，多屬"話術"，教導保險業業務人員如何開口要求的步驟，以及如何說，或是引用某位銷售大師如何做，因此，本研究以壽險業務員為對象，針對顧客推薦方案做調查，採用SPSS進行統計分析。
分析後發現有95.6%的業務員會期待周邊的朋友和客戶幫忙推薦，實際上會強烈要求推薦的業務員只有25.6%，證明了期望與實際執行是兩件事，也顯示業務員的矛盾心理，一方面期待得到轉介紹，一方面又有很多的擔心與顧慮，而使得他們猶豫不前。
研究結果顯示，業務員要有有效的客戶推薦，需要做好服務，經常與客戶見面、聯絡，並以客戶的需求為核心；唯有良好的服務，信任度高，才比較有機會獲得推薦，印證了「銷售從信任之門開啟」。調查也發現，績效高的業務員比較懂得投資，會帶些伴手禮或資訊，營造良好氛圍，以增加成交的機會，而普通績效的業務員投資意願則較低。
研究也發現大部分業務員不認為自己是生意人，而是把自己定位為服務業，不斷的服務既有客戶而不敢開口要求推薦，造成不論在績效或是客戶群都在原地打轉的情況。
本研究建議業務員要先培養親和力與受人喜歡的個性，再輔以良好的售後服務為基礎，勤跑客戶多接觸，並從推薦者的角度思考，消除他們的疑慮之後，適時開口提出要求，成功機率較高。

Referral is the most efficient, highly achieved, lowest development cost and highly productive way for marketing departments. However, the exact outcome of this method is the question that needs to be figure out. After searching for the information about this approach, it can be easily found that all the material about this are only conversation strategies and tips that teach you the steps to ask your clients for referral and how or even tell you how a certain sales expertise did before. Therefore, this research focuses on whether insurance agents work on referral program.
After analysis, we found that 95.6% of the agents expect their friends and clients recommend them to other potential customers. Actually, there are merely 25.6% of the questioned agents eager for referral that can approve that expectation and application is different from each other. This can also show the contradictory condition that on the one hand the agents expect to referral offers, on the other hand that they worry about many issues which can hesitate them.
According to research, insurance agents need to supply excellent service, contact and meet customers often, and value clients’ needs to obtain sufficient referral programs. Only the excellent service can bring agents higher opportunities toward referral offers; what is more, this can tell us that ‘Sales come from trust.’ We can know that the agents with outstanding accomplishments know better way to invest that they bring some gifts or pieces of information for their customers. They also try to create better atmosphere to enhance opportunities of concluding transaction, while agents with less favorable accomplishments are people who do not willing to invest.
During the research, we found that most of the agents do not acknowledge they are businessmen but position their work as service industry. They keep service their existing clients while asking for referral is difficult for them to do; therefore, this will cause a result that either accomplishment or the number of customers will not advance anymore.
We recommend agents should cultivate their friendliness and favorable personal characteristics, and then contact with customers base on an excellent after-sales service. Meanwhile, we ought to stand in recommenders’ shoes and abate their suspicion. After these steps, agents should ask for referral offers at a right time that will increase the opportunity of transaction.

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