When you’re buying anything from software to sofas, authentic recommendations from someone you trust can be incredibly influential. You know that – that’s why you work with referral partners, of course.
A carefully crafted reward referral program can turn those one-off, ad hoc referrals into a powerful lead-generating machine. That’s because at the very core of any referral program are incentives that encourage partners to participate and refer customers to you.
Competitive referral program incentives are game changers. They play a vital role in motivating your partners to actively participate and drive results, while also providing opportunities to express gratitude for qualified referrals who turn into customers.
But what kind of rewards and incentives should you offer? How often should you pay out? And how do you measure the return on investment? We’ll dig into all this and more.
Top Referral Program Incentives That Motivate Partners
Referral partnerships, as you know, are mutually beneficial arrangements: a business agrees to promote your product and refer customers to your organization in exchange for some kind of benefit. They get a reward and you get a lead – it’s a win-win.
While monetary rewards – like commissions – are the most common type of referral program incentive, there are several options that can effectively motivate partners to actively participate and drive results. These are some of the top referral program incentives.
Commissions provide a tangible financial incentive for referral partners based on their own success at generating prospects for you. By offering a percentage of the revenue generated from referred customers, partners are directly rewarded for their efforts.
Example: A SaaS company offers a 10% recurring commission on the monthly subscription to their product.
2. Flat “Finder” Fees
Referral fees – also referred to as finder fees – are when the partner receives a flat, predetermined fee for every successful referral they make. Some companies may reward partners for every qualified lead they bring in, others may only offer a fee for leads that convert into customers.
Example: A tech company offers $35 every time to a partner who refers clients that successfully complete a purchase of their product, paid out on a monthly basis.
This type of incentive can be particularly appealing for referral partners who prefer a straightforward and immediate reward.
3. Discounts or Credits
Discounts or credits are an attractive incentive for the right kind of referral partner. If they use your product or service, they may value a special discount or credit to reduce a cost they would otherwise be paying – putting money back in their pocket for referring others to you.
Example: A subscription-based software company offers free use of their product to active partners in their referral partnership program.
4. Exclusive Access or Early Bird Privileges
Providing referral partners with exclusive access or early bird privileges can make them feel appreciated for their efforts. It can also be a valuable way of thanking partners for their contributions, encouraging engagement with you and your offerings.
You may decide to offer this as a stand-alone benefit for referral partners, but more often than not organizations include it in addition to other incentives like commissions.
Example: A software company offers partners who are active, engaged members of the referral program an exclusive invitation to beta test out a new update to their product.
5. Product or Service Upgrades
As with offering discounts to partners, upgrades can be a nice bonus for those partners already using your product or service. Providing partners with premium versions of a product or additional services at no extra cost can create an enhanced experience that makes them better advocates for your organization. That, in turn, makes their recommendations and referrals more complete which then leads to more sales for you.
Example: A digital workplace solutions company offers a complimentary upgrade of their platform for partners to the highest subscription tier.
Choosing the Right Type of Referral Program Incentives
So, how do you know what’s the right kind of incentive to offer your referral program partners?
That depends on a number of factors, including their preferences and your own goals. It’s important to align your reward package with industry standards, your own product or service, your partner’s preferences and the tier level of your partners.
Here are Some Elements to Consider
- Industry and Product/Service Relevance: The nature of your industry and the specific product or service you offer influences the type of incentive that will resonate with your referral partners. Commissions are common where sales-based referrals dominate, like software or tech. If your product is subscription based, offering discounts or credits may be more enticing.
- Partner Tier: Tiering your partners is one way to categorize their impact and commitment. Consider the relationship you have with that partner when determining the best incentive package for them. High-tier partners, like strategic or top-performing referral partners, may deserve more significant incentives such as higher commission rates.
- Competitive Landscape: It’s crucial to remain competitive and take stock of what similar companies in the space are offering their referral partners. If a referral partner can get a much better reward working with a competitor, they are less likely to work with you. Strive to strike a balance between offering enticing rewards and differentiating your program from competitors.
- Budget: Of course, you should also consider the cost of running your incentive program and look at the return on investment to make sure the package you are offering is worth the money you are putting into it.
At the end of the day, the right type of referral program incentive is one that aligns with your program’s goals, effectively motivates your partners and drives the business results you are aiming to achieve. And the key to hitting on all three may be offering a combination of different types of rewards, rather than only focusing on one.
Structuring Your Reward Referral Programs
The type of referral program incentives is just one part of the picture. You’ll also have to think about how you structure your program as a whole in order to maximize results and streamline management.
Make sure you don’t miss any of these key important steps.
1. Recruit the Right Partners with the Right Rewards
The success of your referral program hinges on partnering with individuals or organizations that have access to the right target audience.
Their audience is your audience when it comes to referral partners. Take the time to identify your ideal partner type and thoroughly vet partners.
2. Categorize Your Partners by Tier
Implementing a tiered structure can be a game-changer. By categorizing your referral partners based on criteria like the number of sign-ups or referrals per month, you create a sense of healthy competition and motivation for growth.
Higher tiers can unlock greater benefits for your partners, such as higher commissions or payouts, as well as access to marketing and selling support.
3. Determine the value of your rewards and payout timelines
In addition to figuring out your incentive type, decide exactly how much you plan to offer your partners in terms of monetary compensation. If you’re doing commissions – what rate will that be at? If you’re offering a flat fee – how much and for what?
Finding the right balance between enticing rewards for partners and maintaining a sustainable program is crucial. In addition, make sure to establish clear payout timelines to ensure transparency and avoid delays in rewarding partners.
4. Leverage Technology and Automation
Harness the power of automation with a PRM system to streamline the management of your referral program. A user-friendly interface and partner portal makes it easy for partners to track progress, communicate with you and access promotional materials.
With the right technology, you can simplify the administrative tasks related to managing your referral program.
A well-structured referral program not only maximizes results but also enhances partner engagement and overall program effectiveness.
Other Elements of a Great Referral Program
Your referral program incentives and how you structure your program are foundational to success. In addition to those incentives, there are a few other important elements of a great referral program that are worth mentioning briefly.
As with any partner type, trust and transparency are paramount. No matter what incentive structure you settle on, make sure to clearly communicate the criteria for earning rewards, the value of incentives and the process for tracking and receiving payouts.
Think also about the ways you can support your partners with marketing content and materials. This will give them the information they need to better communicate your offerings and value propositions to their audience and lead to more qualified referrals.
Depending on how large your team is, assigning a dedicated partner manager for the referral program may be one way to improve its effectiveness. Someone who can oversee the day-to-day operations, monitor partner performance, encourage engagement and track ROI can create a more impactful program.
Examples of Great Referral Programs
There are so many fantastic referral programs out there. This is by no means a comprehensive list or one ranked by performance.
These are some examples of successful referral program incentives to inspire you.
Zoom Up Partner Program for Referral
The communications technology company has a number of different programs for partners, including one for Solution Providers (including sub-agents) who refer customer leads.
In addition to a one-time commission, the program also offers benefits and support like discounts, Zoom licenses, training and certification, sales support and marketing programs.
Shopify Partner Program
The e-commerce company promises a partnership to help scale, offering monetary benefits as well as training and support opportunities.
Referral partners earn a commission – or “revenue share” – based on their contribution to the Shopify ecosystem. For instance, Shopify Plus referrals receive a recurring commission equal to 20% of the monthly base platform fee on the billing store for net new Shopify Plus referrals.
The software company keeps it simple: partners earn 20% recurring revenue for every referral.
Partners share a unique URL and once the referral pays for their account, the parent earns a lifetime cut of every transaction.
The social media management software company makes their referral partner program open to anyone who wants to join with a relatively simple application process.
They offer a 20% commission on the first month of subscription.
Additional Resources for Your Referral Program Incentives
40+ of the Best SaaS Partner Programs (and Why They Are So Good) – Here are some of the best partner programs out there right now. Included on this list of 40+ top SaaS providers running some of the best partner programs in the business are many, many referral programs specifically.
Why Channel Should Pay Attention to SaaS Renewal Rates – New customers are great, but they’re not the only goal to track. SaaS renewal rates are directly tied to the company’s bottom line. Here’s what you should be paying attention to, even with your referral program.
Say Goodbye to Manual Spreadsheets: Streamline Your Incentive and Commission Processes with Allbound – We touched briefly on the importance of leveraging technology and automation with your partner referral program. Dig further into how you can streamline your incentive and commission processes with Allbound.
Gamify Your Partner Milestones to Surpass Engagement Goals – Gamification can be a great way to reward users for completing specific tasks. Learn more about gamification works and best practices for implementing gamification.
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