The answer is easy: guilt and embarrassment.
Think about it. When you are asked for referrals, what’s the first thing that comes into your mind?
“Oh, no. What if I recommend my friend and this salesperson is rude, offensive, pushy, dishonest or a jerk? Will I lose my friend’s respect? Rather than run the risk, I’ll just pretend that I don’t know anyone I can refer.”
We don’t want to feel guilty or embarrassed. That’s why we pretend we are hermits, orphaned, or extreme introverts.
When you ask for referrals, make your prospect or customer feel comfortable by: