Your sales department is key to the success of your referral program, so it’s important to get them involved early and often. Here are some tips you can use to get your sales team excited about, and asking for, referrals.
Promote your referral program
To start, you need to promote your referral program to sales the same way that you are promoting the referral program to your partners and customers. Why? Because the more they know about the program, the more likely they are to be actively engaged in it. You can promote your program a few different ways:
- Create an email blast – You can send email blasts to your sales team educating them on the program, and emphasizing the value of referrals.
- Brand your program – By giving your program an internal brand, with a specific look and feel, you make it easily recognizable to the sales team.
- Invest in promotional materials – Hang up flyers and banners in the office. Include details about the referral program to create awareness and understanding. You can even put flyers in common areas, like the company kitchen or bathrooms, that teach sales how to start asking for referrals. If you have the budget, you can also get t-shirts or mugs for the sales team. Make referrals an exciting initiative for the entire company!
- Create a program owner – In all your promo materials, emails and flyers you should clearly identify who owns the program, along with contact information, so that anyone with questions, comments or concerns knows who to go to.
Structure your referral program to incentivize sales
By structuring your program in a way that enables advocate ownership, your sales team can override the normal lead routing rules. This makes it so any referrals that come from the advocates owned by a specific salesperson go to that salesperson instead of the regular routing rules. We find this type of referral functionality motivates sales to invite and nurture customers to become engaged advocates while working their referrals. This also helps motivate sales to meet quotas and get their commission.
Make it easy for sales to take part in the referral program
You can promote and incentivize your sales team all you want, but if it isn’t easy to see advocate and referral data, and recruit and nurture customers, sales won’t put the effort in. Your referral program shouldn’t add unnecessary work for your sales team. That’s why having the referral program data and functionality integrated into the sales CRM is critical. Functionality and data you should have includes:
- The ability to invite customers to the program.
- Seeing referring advocate information to reach out and qualify the referral and get a facilitated introduction.
- Seeing advocate referral metrics in order to nurture them to refer multiple times.
- The ability to input trackable verbal referrals for both registered and unregistered advocates.
- See lead source as a referral.