Simplicity is key to every profitable referral programme. So to guarantee success make it easy for your staff to implement, and simple for your clients to understand.

Here’s how to do this:

1. Make it easy to compile a database of potential referral advocates
   • Ask everyone on your team to compile a list of clients with whom they have a good relationship, and who are likely to refer you if encouraged to do so.
   • Use an NPS signature to create a constant stream of additional potential referral advocates.
     
     
2. Make it easy for your staff to encourage referrals
   • Brief your staff on how to convert self-selecting advocates into referral champions. Here’s an example of an introductory email that sets up the call.
   • Develop a telephone script for them to use.
   • Create a cheat-sheet to support future referral conversations with clients.
     
     
3. Make it easy for your clients to identify some potential clients for you
   • Agree the identifying characteristics of your ideal client.
   • Then create an avatar that helps them to identify which friends and other contacts would benefit from your services.
   • Create examples for each client segment and niche that you market to.
     
     
4. Make it easy for your client to convince their friends to use you
   • Remind them of the particular benefits of using you.
   • If appropriate give them an incentive.
     
     
5. Make it likely that they’ll refer you again and again
   • Thank them personally (and keep thanking them after every referral).