Referral Program Design for B2B Sales Teams
Build a systematic referral generation program that turns satisfied clients into a predictable lead source.
Create a referral program that generates 20-30% of new pipeline from existing customer referrals, with clear processes, incentives, and tracking.
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Prompt objective
Create a referral program that generates 20-30% of new pipeline from existing customer referrals, with clear processes, incentives, and tracking.
Real use case
SecureNet (cybersecurity for mid-market) has 200+ happy clients but only 5% of new business comes from referrals. The CEO knows their NPS is 72 but nobody asks for referrals systematically. Competitors with worse products get more referrals because they ask.
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Prompt
Design a complete B2B referral program for [COMPANY NAME], which sells [PRODUCT/SERVICE] to [TARGET SEGMENT] with [NUMBER] active clients and an NPS of [SCORE].\n\n**1) Referral Program Structure:**\n- Who can refer: clients, partners, employees, industry contacts\n- Referral incentive for the referrer (discount, credit, cash, gift)\n- Incentive for the referred prospect (welcome offer, extended trial)\n- Double-sided reward vs. single-sided: pros and cons for your context\n\n**2) When to Ask (trigger moments):**\n- After positive NPS score (9-10)\n- After successful implementation milestone\n- After renewal with satisfaction\n- After public testimonial or case study approval\n- Annual relationship review\n\n**3) Referral Request Scripts:**\n- In-person request script (during QBR or check-in)\n- Email request template (post-NPS survey)\n- Phone script (relationship-based ask)\n- LinkedIn message for professional contacts\n- What NOT to say (common referral ask mistakes)\n\n**4) Referral Tracking System:**\n- CRM fields needed for referral tracking\n- Referral source attribution rules\n- Monthly referral report template\n- Referral pipeline dashboard metrics\n\n**5) Partner Referral Network:**\n- Identify complementary service providers who can refer\n- Partner agreement template (commission structure, terms)\n- Partner enablement kit (one-pager, pitch deck, demo access)\n- Quarterly partner review cadence\n\n**6) Program Launch Plan:**\n- Internal communication to team\n- Client announcement strategy\n- First 90 days: targets and activities\n- Monthly referral goal per account manager\n\nInclude a referral tracking spreadsheet template and 3 email templates.
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