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New Customers from Old: Get More Business With a Customer Referral Program

WE ALL KNOW the saying, “It’s who you know” when it comes to finding most jobs. The same principle applies to finding new customers for your business. Current customers and employees are terrific resources for cultivating potential new customers.

Referrals are the backbone for many salespeople and can boost the clientele of any small business.

Whether you’re a one-person operation or a business with many employees, encouraging your current clients and employees for referrals (and possibly providing incentives for them) is a smart marketing move.

You can start your Customer Referral Program very informally with our Customer Referral Letter below.

Use a service like the mighty (free) MailChimp to email your customized version of the form letter below to tried-and-true customers, and distribute it to employees who can direct new referrals your way.

Food for Thought: When asked for a favour, many of us enjoy and appreciate a pat on the back, so consider offering a dessert for any successful referral a customer or employee provides.

Desserts could include delicious discounts on products or services, a bonus in the an employee’s pay, or the office favorite – a dozen Krispy Kreme donuts!

Donuts or no donuts – getting new customers through referrals can only sweeten your business dealings.



To address

Dear <name>

For some time now, you have been a valued customer of <your business name> and we wanted you to know we appreciate your business very much.

We know you have been pleased with our service here at <your business name>, and we were hoping you’d be willing to refer friends, family members, and other colleagues so we can send them information on upcoming discounts and packages that will be available in the coming months.

Your time and effort in participating in this Customer Referral Program won’t go unnoticed. We are prepared to sweeten the deal if one of your referrals decides to use our <name your products and services>. They won’t do better anywhere else.

And we don’t just look after them. If one of your referrals comes on board with us within the next year, we will give you a <number>% discount on your next purchase.

So, consider those who you think might enjoy learning about our terrific <product and service specials> on the attached Customer Referral Form and return them at your convenience in the enclosed self-addressed stamped envelope.

If we can help you with <services you offer which your customer might need>, please give us a call. Thank you for being the one of our loyal clients


<Your name>


Keep a record of who your customers refer, when, and of course, the referral details.

You might be surprised how many you get.

Your customers are the ones who know you and trust you . . . otherwise they wouldn’t be your customers!

Until next time… Onwards and Upwards!


If you have any questions about getting referrals from your existing clients, give John a call 0414 955 743 – advice is totally free of charge.

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