[SteliE]

Yeah that's what most people think (and sometimes it's the right approach).

For most SaaS apps your customer had a chance to experience the product on a free trial of some sorts.

If they are convinced enough to buy many will be ready to recommend.

Asking for it at that point only shortens the referral sales cycle (you don't have to schedule a separate call for this since you're already talking to them) and once you've closed the positive feedback loop they can start giving you more referrals (and at that point they've probably been a customer for a month or two).

Starting earlier just makes this gain a lot more momentum faster.