Introduction

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.

1. Commissions

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.

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.

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.

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.

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.

Unbounce

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.

Sprout Social

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.