Important selling points

[David-Hebert]

sorry for the confusion

simple version

people need to know who you are
what you do for a living

Next they need to like you enough to refer your or your company

Next they need to trust that you are good enough in what you do to refer your company

Next they need trust that referring your company will not come back to bite them in the assets.

I'll add another thing, it needs to be easy, both to do business with and to refer you, people do not like jumping through hoops.