Referral Partners: Your Secret Weapon Against Churn

In today’s world, customers have more choice than ever. This has completely changed the way that they approach shopping and brand loyalty. Because they know that they have choices, many will walk away without a second thought if they think they can get a better deal elsewhere. This is called “churn,” or turnover.

Many businesses are taking steps to either minimize or mitigate the damages that churn does to their bottom line. But many aren’t taking advantage of one of the most powerful weapons against churn that there is: referral partners.

Referral partners can completely change the way that you approach lead generation and customer relations in general. Here are just some of the ways that referral partner leads can help you decrease churn and improve your revenue growth.

Leads from Referral Partners Are More Qualified.

It’s just a fact that referral partner leads are one of the highest quality partner leads. This is especially true when referral partner programs facilitate one-on-one interactions, like verbal referrals. By doing this, businesses can ensure that the leads that they bring on are ready to buy and understand what they can do for them.

What does this sort of method do for churn? For one thing, it makes sure that you aren’t just bringing in a bunch of leads for the sake of it. Methods like cold calling have a high turnover rate because they bring in leads that would never even consider using your product or service, or maybe they aren’t even in the market for it. Referral partners only reach out to people who have a vested interest in what you do.

Perhaps even more impressively, verbal referrals put a face to your brand. This makes the relationship feel far more personal, and makes them more loyal. This can be the difference between losing a client and keeping them.

The Sales Cycle Goes Faster.

There are multiple statistics that prove that referral partners speed up the sales cycle. This means that leads are coming in faster, and because we’ve already proven that referral partner leads are more qualified, that means more of them are turning into deals faster.

This does wonders for the churn rate. Because even though referral partner leads are less likely to leave when given a verbal referral, some still will. By shortening the sales cycle and bringing more leads in faster, those leads that do leave will get replaced more quickly. This helps businesses ensure that they’re bringing in more leads than they’re losing.

In addition, because the sales cycle is shortened, sales people will have more time to spend on new leads. This improves morale and only continues to positively affect your bottom line.

Referral Partners Improve Customer Experience.

This is one of the more unexpected perks of a referral partner model. But a referral partner model can improve the customer experience by putting the company in charge of their journey. This allows them to meet client needs and expectations early, giving them an exceptional experience overall.

Customers are loyal to businesses that give them a positive experience. A referral partner model can help your business achieve this, especially if you have referral partners who give verbal referrals.

This works because it makes the experience personalized. Suddenly, prospects aren’t just numbers or pixels on a screen. They’re treated as people and their problems are treated as important. This really makes a difference for their overall experience.

Automation Makes Referral Partner Channels Easier to Manage.

Now, all of this probably sounds difficult. As a business owner, you probably don’t have the time or the budget to keep track of things like verbal referrals, or sales cycles. But this doesn’t mean that you can’t leverage the power of referral partners to work for you.

Software like Amplifinity makes it easier than ever for your business to run, track and scale referral partner programs for increased revenue growth. By keeping all of these things running smoothly through automation, you can make sure that customers have a good experience, reducing churn and improving your bottom line.

The new opportunity for marketers this year – referral partners

“Wait, marketing is expected to increase revenue by that much?! And with zero increase in budget?!”

We’re all being challenged to do more with less, but there comes a point where you just can’t optimize existing channels enough to satisfy the growth objectives of executives. My guess is at budget planning time this is the realization that many of you in marketing are facing.

Take solace that you aren’t alone. Of course, many of you will take the “safe” route and try to eke out a few percentage points better results over this year and hope that it is enough to show your worth. Cause let’s face it, that growth objective is downright crazy!

For the rest of you that tie your worth to the growth hack, the hustle and being a demand gen expert – read on.

First, take a deep breath, I’m here with a message of hope.

Partners.

Wait, I’m not talking about signing up more resellers (which takes a year to get them certified and active). No, I’m talking about a different type of partner that is low touch and highly productive at generating leads that convert to purchase.

Referral Partners.

Stay with me, there are companies out there that you already have relationships with that will never be a reseller. If you aren’t leveraging them to drive referrals to your business, you’re missing a golden opportunity.

How golden? A recent benchmark analysis of referral partner programs showed an average conversion of referral lead to purchase of 31%. How does that compare to your inbound lead conversion rate?

How referral partners can fit into your current partner model

Think about all of the different partners and influencers you already have in your go-to-market ecosystem. Chances are you have one or more of the following that could potentially provide referrals to your business:

  • Integrated Software Vendors (ISVs) – Whether integrated or not, there are complementary software solutions where their sales team can identify fit for your product/service within their customer base. They are seen as trusted advisors to recommend you in.
  • Systems Integrators (SIs) – Chances are they are in more companies than those that have your product. They can be a great source to identify companies with a need for what you offer.
  • Consultants – highly influential and have no desire to be a reseller, these companies can be the eyes and ears on the market to identify a need/fit.
  • Services Providers – Just like SIs, these folks are in other companies, you just need to enable them to know what to look for and how to make the connection.
  • Alliance partners – Sometimes key strategic partners are resellers, but many times there is a co-selling/referral arrangement taking place that is simply a “gentleman’s agreement”. When you put formality around it as a program, you can significantly increase the output from this partnership.
  • Resellers – I know, they are keeping their leads for themselves, but don’t rule out talking to your partner marketing team about the reseller program to see if there are ways that referral software can make it better. Many companies use a referral program as a qualification step before becoming a reseller to better ensure an investment that will pay off. It is also used as an exit point for resellers who are no longer effective at the selling part of the gig.

And that’s just looking at the partners you already have relationships with. You can also look at building out referral partners from a strategic to a local/SMB level. Consider all of the individuals that have influence over your target buyer. If you’re selling to small business, how about their bank or their accountant? If you sell into franchises, how about making a deal with the franchisor to recommend your product to all of their establishments?

Once you’ve figured out who can be a referral partner, you can use your marketing savvy to build a referral program that allows referral partners to easily understand your buyer and value prop, make introductions of your target buyer to your business and reap the reward once a referral makes a purchase. And if you need help, here is a great resource with tons of worksheets and steps to help you build a referral partner program.

Marketers, we’ve spent the last 5 years looking to optimize inbound in order to drive growth. Now it’s time to look to partners. You can make that growth objective with referral partners.

How Verbal Referrals Can Increase Advocate Referrals

We all know that customers, like ourselves, want things to be easy. The more barriers you have in your sales cycle or on your lead forms, the less likely you are to convert all of those leads into opportunities. As marketers, it’s important for us to make every step of the customer journey  easy – starting at the first point of contact, all the way through to the end. According to a survey from McKinsey, making the customer journey as easy as possible increased revenue growth by 10-15%. The survey also found that an easy and effortless customer journey resulted in happier customers, as positive customer experience ratings increased by 20 percent.

Look at companies, like Amazon for example, who have perfected the easy customer journey. By giving users the option to enable 1-click purchase, Amazon removed the barriers that might otherwise stall an online purchase. How can you replicate a similar ease of use for your referral marketing program? You can start by automating and tracking verbal referrals within your system.

Verbal referrals, also referred to as offline referrals, can be difficult. When you have a customer or partner who is ready to pass you a warm introduction to someone excited about your product or service, the last thing you want to do is ask them to stop and fill out a form online or apply to join your program. Instead, you want to be able to receive that referral lead and, in the easiest way possible, be able to enter the referral into your program workflow and make sure it is tracked back to the partner or customer for proper credit. If you are currently trying to track these types of referrals manually, it’s likely the most difficult part of managing a referral marketing program.

By incorporating verbal referral functionality into your referral workflow, you can eliminate a pain point for advocates who make verbal referrals but don’t get the credit due to a lack of attribution in the existing CRM or system of record. By allowing for verbal referrals, your advocates aren’t tied to lead forms through your dedicated system. Instead, they are empowered to leverage those close connections through the power of conversation. Chances are, your advocate will thank you, and be more willing to refer leads in the future.

Listen, people are busy and time is money. We all know this. That’s why it’s more important than ever to track verbal referrals. By allowing proper attribution for verbal referrals, you are allowing the advocate to keep leads engaged and collect those verbal referrals when a lead might not have time to fill out a form. Simply put. a verbal referral reduces the amount of effort an advocate has to put forth in the referral process.

And if you’re still not convinced, listen up. By offering verbal referral functionality as part of your program, you give customers the option to simplify their referral process which, in turn, increases engagement with the referral program. If you incentivize the enrollment process, advocates making verbal referrals are automatically sent an invite to your program if they aren’t already registered. Because the advocate has already made at least one referral, they are more inclined to register to be part of your program. When that verbal referral turns from a lead to a customer, your advocate will be notified and can see their reward which will encourage future referral engagement with your program.

In summary, having the functionality within your program to track and reward verbal referrals is essential to the success of your program – so remove those barriers and increase your advocate engagement! If you’d like to learn more about how you can increase your referral ROI, check out the Amplifinity ROI calculator.

Learn How To Build A Referral Channel In 8 Easy Steps

So you are convinced of the value of referrals and you’re ready to take the first steps towards building a referral channel, but where do you start? In eight simple steps, you can build out and scale a referral channel for your enterprise company. And with the help of software like Amplifinity, you can bring referrals into your sales workflow to increase both partner activity and revenue.

Step 1: Identify Potential Partners

To start building your channel, you need to figure out your referral target market. To do this, you need to have your marketing and sales teams answer these questions:

  • What companies sell complimentary products to your same targets? These companies can include integration partners or companies selling into the same buying group. You can also identify the typical technology stacks and services that are used by your target buying group.
  • Who has influence over your target buyers? If you are selling to small or mid-sized businesses, there’s a lot of providers you can consider including people like their accountants and bankers.
  • What associations do your target buyers join or follow? Whether they are chambers or local business association, these types of groups are a great way to break into the small business network.
  • Are there purchases that typically happen in coordination with yours? For example, when someone buys marketing automation they might also purchase a content platform.
  • Are there consultant groups or agencies that advise on purchase decisions in your industry that are complementary to your product? From niche consultants to product sites, there are likely a number of different consultants and review sites that are influencing your target buyers.
  • Are your target buyers part of a franchise model? If the answer to this one is yes, it’s good to note that the franchisers have direct access and influence you can tap into.
  • Are there under-performing re-sellers in an existing partner channel? If you have an existing partner network made up of re-sellers, you can consider transitioning your under-performing re-sellers into referral partners.  

Step 2: Engage and Recruit Partners

Now that you’ve identified your potential referral partners, you need to get their attention and explain to them the value of becoming a referral partner with your business. To do this you can consider the following value props:

  • Does recommending your product or service put the partner in a positive light with their customers and network?
  • Does it help them become a trusted advisor?
  • Does your product or service add value to their other offerings?
  • Does it make their current offering more sticky for potential customers by increasing usage or value?

If you answered yes to any of the above questions, you now know how to sell participation in your program as a win-win. Just add to that an equitable incentive model with a commission or some other form of revenue sharing. The key is to drive partner action by outlining the benefits of your referral program on their business.

Next, you need to get your sales team on-board to send your value prop, and to recruit referral partners. Direct sales has an organic incentive to recruit partners for referrals because they reap the benefit of the resulting leads. So, arm your sales team with the right materials and a simple registration process. You can even get your marketing team involved in delivering recruitment campaigns.

Step 3: Enable Referral Partners

The next step in building out your referral channel is enabling your referral partners by giving them everything they need to be successful. The best way to do this is through a personal referral portal. Here are the six things you need in a portal in order to properly engage your referral partners:

  1. Multiple ways to make referrals
  2. Product content to educate and share
  3. Information on the target buyers, including personas
  4. Clear rules that state how a partner earns incentives
  5. Transparency into the referral activities and reward statuses
  6. Training materials about the program and how to make referrals

Once you have all the pieces in place on the portal, you’ll want to make sure you have a motivating incentive structure in place.

Step 4: Incentivize Referral Partners

There are all sorts of ways to incentives referral partners, but how do you know what’s right for your company? When trying to choose the appropriate reward amount, you should consider the following factors:

  • Do you want to reward higher amounts/percentage of revenue for highest performing partners?
  • Do you want to motivate repeat referrals by having an escalating reward based on the number of successful referrals within a time period?
  • Do you want to vary the reward based on deal involvement or lead stage?

The best way to checkpoint your reward amount strategy is to work with marketing to determine their cost per acquisition (CPA) of a customer coming from inbound efforts. Your referral fee should always come in much lower than the marketing CPA.

Next, you want to consider the following when structuring your reward to meet your business needs:

  • Calculation – This can be a flat bounty, a bounty by product purchased or percentage of revenue. When discussing the amount, you may want to offer different rates for different partner types or deal involvement.
  • Escalation – Setting achievement levels with higher payouts is a great way to incentivize repeat referrals.
  • Timing – If you’ve got a subscription product, you may want to consider a retention period before payout to the partner to make sure the new customer is sticky. In these scenarios, you may want to consider rewarding at multiple stages to keep the partner engaged. For instance, 25% of the reward at purchase and 75% after 6 months retention.
  • Accrual – For highly productive programs, it may make sense to accrue reward payments to reduce transaction fees and provide higher accumulated payouts.

No matter how you incentivize, it’s important that this is all manageable for you. The more you can automate your referral system, the easier it will be to handle. Partners that are paid quickly tend to be happy and more successful.

Step 5: Onboarding Referral Partners

Now that you have your recruitment, enablement and incentives all figured out, you need to create a smooth onboarding process. Here are the six key things you need to do during the onboarding process for referral partners:

  1. Collect necessary information – Things like tax form information, banking information (if needed) and basic contact information.
  2. Educate on the target buyer using personas – Referral partners need to know what types of companies, and titles within those companies, are a fit for your solution.
  3. Train on how to make a one-to-one referral ask – Have a conversation with your partners about the best times to introduce your product/service to a target buyer, and the best way to introduce your product/service.
  4. Train on various ways to input referrals into your tracking systemFocus your training on the use case and value for using each referral method, with special attention on how to make one-to-one referrals versus one-to-many referral blasts. Referral types include lead forms, verbal referrals, email, shareable URLs, social media and print cards.
  5. Discuss what happens to a referral lead once they provide it – Your referral partners need to understand your referral process and how you will be communicating with their prospect.
  6. Educate on referral success criteria, data access and any service level agreements – There’s a lot to consider when trying to determine success criteria and incentives for your program. It’s important that you have clearly defined key performance indicators (KPIs) by which you measure success, and that you are clear in your communications about those KPIs to your referral partners.

Step 6: Keep Referral Partners Engaged

You’ve done the hard work of setting up your program, and recruiting and on-boarding partners. Now you need to figure out how to keep the referrals flowing in. The key here is to make it easy for partners to make referrals, and to give them full transparency into their progress. Here are 7 things you can do to keep your referral partners engaged:

  1. Give regular status updates
  2. Give regular program and success story communications
  3. Involve your sales team to help drive referral activity
  4. Have special promotions (internal and external)
  5. Offer a coaching program to help improve the performance of struggling partners
  6. Offer escalating incentives to help encourage repeat referrals
  7. In addition to money, give non-monetary recognition

Step 7: Establish Key Metrics For Your Referral Partner Program

There are 5 key categories you want to measure in order to get the data you need to optimize and grow the output from your referral partners. Those categories are:

  • The referral pipeline – For this one, look at the number of partners, the number of referrals, the number of successful referrals and revenue.
  • Partner activity – Here, you want to look at the percent of partners that made referrals within a time period, the percent of partners that made multiple referrals within that time period, the percent of partners with successful referrals within that time period, the average number of referrals per partner and the average number of successful referrals per partner.
  • Top performers – Look at top partners by number of referrals, top partners by number of successful referrals and top partners by revenue.
  • Under-performers – To figure out your under-performers look at your lowest partners by number of referrals, lowest partners by number of successful referrals and lowest partners by revenue.

It’s important to note that you don’t want to take action on the data you collect on a daily basis. Instead, you should check it often and keep an eye out for trends or anything that falls outside of your expectations.

Step 8: Scale Your Referral Partner Program

Now that you know how to measure the success of your program and partners, it’s time to grow! To kick off growing your referral channel, it’s important to consider your goals and identify opportunities. Here are some key areas to think about when driving program growth:

  • Do I have great partners, but need more?
  • Am I limiting my growth by making my program too complex?
  • Am I incentivizing my partners enough to keep them motivated?
  • Are my partners becoming disengaged with the program?

If you do find that your partners are becoming disengaged as you try to grow your program, consider automating it (if you haven’t already). Referral program software can remove the operational hassle of tracking, attributing and rewarding referrals. Don’t let this powerful channel go underutilized because you’re still using spreadsheets!

To learn more about building and automating successful referral channels, visit our resource library.

Building a Referral Partner Channel: Step 8 – How to scale your referral partner program

In the last article in this series, I highlighted the key metrics for running a referral partner program. But if you want to grow your program, the best place to start is to benchmark those metrics. You can compare your results to other companies running referral partner programs in the annual data report: The State of Business Partner Referral Programs.

After developing benchmarks, you can now set some goals for growth and identify opportunities for changes that can drive that growth. In this article I will walk you through the most common opportunities for growth and how to capitalize on them.

Key areas to consider to drive program growth:

  1. Do I have great partners, but just not enough?
  2. Is my program too complex or too limited for what my partners need?
  3. Is the incentive not motivating enough activity?
  4. Are my partners becoming disengaged with the program?

1. Do I have great partners, but just not enough?

While you may have referral partners already, in order to meet your growth objectives the question becomes how do I get more of those successful referral partners? There are a few things to consider here:

  1. Have you exhausted the pool of partners that you would categorize as similar to the ones that you already have? For instance, if you have a referral program aimed at small business accountants, there are probably a bunch more out there you could recruit.
  2. If the answer to the first question is yes, there are no other partners like the ones you have, then it’s time to consider who else in your partner ecosystem could be a referral partner? What about all of those ISVs that sell to the same target buyer as you? Fundamentally, you need to think about who touches your target buyer and consider if they are in a position to refer your product or service.
  3. If you are still looking for more options, how about your resellers? I’m not talking about your top tier resellers, but rather think about referrals as an entry and exit point from a reseller arrangement. For entry try establishing a referral program as a qualification step for a future reseller to prove they can reach the target buyer before putting in the effort to make them a reseller. Regarding reseller exit, there are times when your business model changes (like the shift from on premise to the cloud) and not all resellers will be able to make the shift.

2. Is my referral partner program too complex or too limited for what my partners need?

The red flag here might be initial enthusiasm, then a drop off in activity. You may want to survey your partners to understand what the issue is. There are a lot of referral software out that that allows you to automate processes for partners to make it easy to join by reducing barrier to entry, track referrals,  and receive referral incentives.

Automation also removing operational hassle from the partner and making it easy to make referrals. This helps you gain their trust and increase their desire to keep referring business your way.

3. Is the incentive not motivating enough activity?

If you’ve got lower than expected participation, it just might be that your reward isn’t high enough. Revisit Step 4 in this series – How to incentivize referral partners to get a better feel for industry standards and approaches. If you are questioning your incentive, I’d encourage you to go back to your inbound marketing team and ask them what their CPL and CPA is. The goal is to be less that the cost of a marketing generated acquisition, but not so low that you are cheating your partners.

If you’re considering a change in incentive to drive more activity, make sure you also consider reward structures that encourage repeat referrals.

Lastly, make sure you aren’t “punishing” your partners for earning a reward. Put payment transaction fees and currency exchange in your budget so that the partners get what’s been advertised.

4. Are my partners becoming disengaged with the program?

Lack of engagement with a program is a daily struggle for any marketer. Luckily, there are a few key things you can do to help here with minimal effort.

  • Communicate – but automate first.  As a part of your referral tracking, each time a referral lead hits a different status milestone (think opportunity stages) you can trigger an email to be sent to the partner to let them know that their referral is making progress.
  • Let the data trigger touchpoints. Setup email that trigger based on dashboards/reports that provide you the list of those partners that haven’t logged in in over 30 days, those that have made referrals, but haven’t been successful, those that have been incredibly successful, etc. See previous article on Key Metrics to see examples and get other ideas of what to track. [add hyperlink once live]
  • Give partners full transparency. Nothing frustrates a partner more than not knowing the status of their referral and/or reward. Make sure they also have access to all the data from their personal referral activity in their referral portal.

 

 

referral partner program, referral partners, channel partners
If you can relate to any of these four points it is probably time to automate your referral partner program. The good news is that referral partner program software can remove the operational hassle of referral tracking, attribution and reward fulfillment.

I talk to a lot of people running an existing referral partner program and it is all too common for me to hear, “Honestly, I haven’t promoted the program much because I just can’t handle the manual management of the program without hiring more people . . . and that isn’t going to happen.”

Don’t let this powerful channel go underutilized because you’re still using spreadsheets! Learn how you can scale your referral partner program today!

Previous articles in this series:

Step 1 – How to identify potential partners

Step 2 – How to engage and recruit partners  

Step 3 – How to enable referral partners

Step 4 – How to incentivize referral partners 

Step 5 – How to onboard referral partners 

Step 6 – How to keep referral partners engaged

Step 7 – Key metrics for referral partner programs

Building a Referral Partner Channel: Step 7 – Key metrics for a referral partner program

Once you’ve got your referral partner program running, you’ll want to collect data that will help you to optimize and grow the output from your referral partners. To do this I will outline a number of metrics that aren’t merely to measure against but actionable as well.

5 Key categories of metrics for a referral partner program:

  1. The referral pipeline:
    1. # of partners
    2. # of referrals
    3. #  of successful referrals
    4. revenue
  2. Partner activity:
    1. % of partners that have made referrals that period
    2. % of partners that have made multiple referrals that period
    3. % of partners that have had successful referrals that period
    4. Avg # of referrals per partners
    5. Avg # of successful referrals per partner
  3. Top performers:
    1. Top partners by # of referrals
    2. Top partners by # of successful referrals
    3. Top partners by revenue
  4. Under performers:
    1. Lowest partners by # of referrals
    2. Lowest partners by # of successful referrals
    3. Lowest partners by revenue
  5. For those running a to and through partner program – you’ll want to look at the referral pipeline by partner entity as well.

1. The referral pipeline

Understanding the flow of referrals from partners and their employees to closed won revenue is important for seeing trends. Additionally, this is your direct ROI to demonstrate the clear value of the program to executive leadership. You’ll want to have this data and manipulate it by the current time period as well as chart it over time to see trends.

You won’t take action on this data on a daily basis, but it is important to watch if something falls outside of your expectations or is under performing relative to business objectives. If so, start diving into the metrics below to diagnose possible issues.

referral partner, partner referral program, channel partners, referral partner software, referral partner program

 

2. Partner activity

Continuous engagement and promotion is important to keeping partners referring. Monitoring their activity levels is key to knowing when an additional nudge is needed or a full out calling campaign from channel sales to encourage repeat referrals. Keeping tabs on both percentage of partner activity as well as monitoring averages will help you to identify overall performance problems that you can address holistically.

3. Top performers

It’s great to know the overall trends for your program, but there is incredible value to identifying top performing referral partners. This is an opportunity for personalized recognition or expansion of the relationship. As with any marketing activity, it pays to focus on the best performers and give them additional resources to get even more out of them.

referral partners, referral activity, partner referral program, referral partner software, referral partner program

4. Under performers

While it is great to spend time with top performers, there are some very basic course corrections that can be made with under performers that can keep them engaged and get them successful. My favorite report is partners who have made a lot of referrals, but haven’t had any make a purchase. Chances are these partners don’t understand your target buyer or they aren’t positioning your product value correctly. A simple email and follow up calling campaign to have this discussion can go a long way to save these partners from getting frustrated and churning.

partner referrals, referral partners, partner referral program, referral partner program

5. Referral pipeline by partner companies

If you’re running a referral partner program where you have a relationship at the corporate level to enable their sales team to make referrals to you, of course you will want to look at performance by each partner entity. Understanding how many employees they have enrolled, the activity level and success rates is key to encouraging that partner to help you internally promote. Certainly, if this is a managed relationship with SLAs, you’ll want to play close attention to their progress so you can make a call as needed to bring their attention to lackluster results or to call and recognize them for going above and beyond expectations.

What about referral partner program incentives?

There are a long list of additional metrics that we see on partner referral program dashboards. They all have a place in understanding the details of what’s working and what’s not in your program. But, if you’ve got limited time and resources (don’t we all) just focus on those five areas I mentioned above and you’ll be able to do great things!

Now many of you may be wondering why I haven’t mentioned incentives as a key metric. After all, this is a huge part of operating a referral partner program. If you are doing this manually, by all means you’ll want lots of reports and data to manage that function. Ideally, you are working with a software vendor that automates incentive calculation and fulfillment. If so, this isn’t something you need to worry about as a key metric.

In the final article of this series I’ll go into even more depth on how you can use this data to optimize your program.  

Previous articles in this series:

Step 1 – How to identify potential partners 

Step 2 – How to engage and recruit partners

Step 3 – How to enable referral partners

Step 4 – How to incentivize referral partners

Step 5 – How to onboard referral partners

Step 6 – How to engage referral partners