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Referrals are the best converting lead source and if done right the biggest source of new revenue, so imperative for most businesses at any stage of growth or maturity. But too many businesses introduce well intentioned but misguided referral 'strategies' that offer to pay existing customers for referrals to new ones. 


In high volume or low touch B2C environments this might be necessary, but in all others and in B2B especially, paying for referrals does more harm than good. The best referrals are based on trust; trust between you and the referrer and between the referrer and referee. Offering to pay undermines the principle of trust.

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07/11/25

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Thomas Coles

You do not need to pay for referrals. You should not pay for referrals.

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