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Asking for Customer Referrals from Existing Customers Process Template

Use this template to set up a process for asking customers for referrals.

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Asking for Customer Referrals from Existing Customers Process Template

Use this template to set up a process for asking customers for referrals.

About Our Customer Referral Program

Why We Have a Referral Program

Word of mouth is one of the most powerful ways we can promote our services. And the most effective word-of-mouth strategy is customer referrals. Think about it — how many times have you gone somewhere or done something because someone you trust recommended it to you? Even if you haven't done it yet, you'd probably trust that recommendation more than say, an ad on your phone or a flier someone shoved in your hand as you walked down the street, right?

We've found that the BEST way to share the details of our own stellar referral program is… get ready for this...


You need to know exactly how our referral program works so you can effectively share it with the customers you work with. If they understand it, they'll use it. They will benefit from it and we will benefit from it! Win, win!

Our Program

Our referral program is designed to thank our customers for helping to grow our business through word of mouth. It activates customers and empowers them to become happy brand ambassadors.

Whenever a new client books an appointment and gives the name of an existing client at the time of scheduling, they both qualify for a $5 off referral reward on their next service. We will apply this reward to their invoice automatically.

Who Gives Us the Best Referrals

Our raving fans who fall under our ICP (ideal customer profile) give us the absolute best referrals. But how do we get them to give us their raving review? We’ve gotta ask.

Asking for Customer Referrals

Our Customer Referral Communication

As you've just learned, our referral program is pretty awesome. But it's no good if no one knows about it, right?

Here are 3 steps to make sure ALL customers are aware of our referral program so they (and we) can take full advantage of it:

  1. Send all new clients the referral program email when they sign up for services.
  2. Send out the referral email template to all clients once per quarter, to remind them of the rewards.
  3. When a client mentions they have a friend or family member who might be able to use our services, organically remind them that we have a referral program and ask if they’ve taken advantage of it before.

Referral Email Template

Subject line: [Company Name] - Referral Program

Hey there!

We are so happy that you’ve chosen us! Your referrals mean the world to us, and we want to make sure we thank you properly.

On that note, we are excited to introduce you to our Referral Rewards Program!

[Insert digital image with reward details, if desired.]

Here’s how it works:

[Terms of the program.]

We appreciate you for teaming up with us!


[Your name]

How to Ask for a Referral Directly

If you’ve identified a customer who seems very satisfied with our products or services, you may find that they’re willing to recommend us to others! But the only way to find out is to ask the customer directly. Here’s the process:

  1. Contact the identified customers, and express our appreciation for their business and their satisfaction with our products or services.
  2. Ask the customers if they would be willing to refer us to others who may be interested in our products or services.
  3. Provide the customers with any necessary information or resources to help them make a referral, such as referral templates, promotional materials, or special offers.
  4. Thank the customers for their referral, and provide them with any necessary follow-up or support to ensure that the referral is successful.
  5. Monitor the referral process, and provide any necessary assistance or guidance to ensure that the referred customer has a positive experience with our products or services.

By following this standard operating procedure, we can effectively ask for customer referrals, and can capitalize on the trust and satisfaction of their existing customers. This can help to generate new business, and can support the overall growth and success of the organization.

Referral Management and Follow-up

After Receiving a Referral

It is important that we follow through on our promises to our clients. This requires that we carefully manage our referral program.

Please follow these procedures to keep us accountable to our clients and promote the success of the referral program:

  1. When a new client signs up with us, ask them, “How did you hear about us?
  2. If the client says another client referred them, be sure to get their name and make a note of who referred them!
  3. Apply the new client’s referral reward right away.
  4. Immediately after the transaction, look up the existing client in our database.
  5. Apply the existing client’s referral reward to their account.
  6. Send a reward notification email to the client who sent us the referral.
  7. Add the client’s information to the Referral Rewards Tracker Spreadsheet.

Here’s an email template for the reward notification:

Subject line: You’ve got a secret admirer!

Hello again!

As a thank you for sharing us with your friends, we have placed a reward on your account!

To use your reward, [Terms of use]!

Thank you so much for spreading the word about us.

Have a great day,

[Your name]

Referral Program Manager

Who oversees the program?

The Partner Manager is responsible for making sure that clients who refer us to new business get their rewards. If you have any questions about our referral program, please direct your messages to them.

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