How to create a referral program that drives qualified leads
Turn happy customers into your best salespeople by making it easy, rewarding, and natural for them to refer others to your business.
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0 of 7 steps completedStep-by-Step Instructions
1 Step 1: Identify who to ask and when to ask for referrals
Step 1: Identify who to ask and when to ask for referrals
The best time to ask is right after a customer achieves a win or expresses satisfaction. Target promoters (NPS 9-10), customers who just renewed, and those you've helped solve major problems. Segment your customer base to focus on those most likely to refer and have the right connections.
Gainsight
Customer success platform to identify happy customers and trigger referral asks
2 Step 2: Make asking for referrals part of your process, not an afterthought
Step 2: Make asking for referrals part of your process, not an afterthought
Build referral requests into customer touchpoints: after successful onboarding, in QBRs, post-case study, at renewal. Train your team to ask naturally: "Who else do you know facing similar challenges?" Don't be shy—most happy customers are willing to refer if you just ask.
The Referral Engine by John Jantsch
Framework for building word-of-mouth into your business processes
3 Step 3: Design incentives that motivate without cheapening your brand
Step 3: Design incentives that motivate without cheapening your brand
Offer meaningful rewards: discounts, credits, gift cards, charitable donations, or exclusive perks. For B2B, sometimes recognition and reciprocity are enough. Match incentives to what your customers value. Test and optimize—small changes in reward structure can significantly impact participation.
4 Step 4: Make the referral process frictionless
Step 4: Make the referral process frictionless
Provide pre-written emails, shareable links, and one-click referral forms. Don't require customers to fill out long forms or explain your product. The easier you make it, the more referrals you'll get. Track referrals automatically and keep customers updated on the status.
5 Step 5: Follow up quickly with referred prospects
Step 5: Follow up quickly with referred prospects
Referrals go cold fast. Respond within hours, not days. Mention who referred them and why. Treat referrals like gold—they close faster and have higher lifetime value than other leads. Loop back to the referrer to thank them and share progress.
Close CRM
CRM with built-in calling and tracking for following up on referrals quickly
6 Step 6: Publicly recognize and thank customers who refer
Step 6: Publicly recognize and thank customers who refer
Feature referrers in case studies, newsletters, or customer spotlights. Send personal thank-you notes. Recognition motivates future referrals and strengthens relationships. Some customers care more about being acknowledged than about financial rewards.
7 Step 7: Track metrics and optimize your program over time
Step 7: Track metrics and optimize your program over time
Monitor referral rate, conversion rate, time-to-close, and LTV compared to other channels. Identify your top referrers and learn what motivates them. Test different messaging, incentives, and touchpoints. A great referral program gets stronger over time as you learn what works.
