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How to Set Up a Referral Program Without Fancy Tools or Big Budgets
- Jules B.
- Jun 18
- 3 min read
Summary:
Referral programs don’t have to be complicated. This how-to outlines a simple system using Google Forms, email, and gift cards to get your best customers sending you warm leads.
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Running a referral program doesn’t have to involve pricey software or a CRM that costs more than your rent. If you're a small business owner looking for a lean way to keep the sales pipeline full, this guide will help you build a referral engine with nothing more than a Google Form, a few gift cards, and a willingness to ask.
In fact, a well-run referral program can increase conversion rates by up to 70% compared to other marketing channels, according to Nielsen research. That’s because trust travels faster through a friend than it does through an Instagram ad.
Step 1: Define the Referral Offer
Start with the golden question: “What’s in it for them?” Your customers need a reason to refer others—ideally something simple and immediate, like a $25 Amazon gift card or a discount on their next purchase.
You can go with:
Flat-value rewards (e.g., $10 per successful referral)
Tiered rewards (e.g., refer 3 friends, get $50)
Give-and-get offers (both the referrer and referee get a reward)
Tip: Make sure the offer is attractive but financially sustainable. A $10 gift card in exchange for a $500 client? That’s a great trade-off.
Step 2: Build a Referral Submission Form
You don’t need HubSpot. Open up Google Forms. Create a simple form with these fields:
Referrer’s full name and email
Referral’s name and contact info
Optional: How do you know this person?
Here’s a template you can copy and customize:
Embed the form on your website or include it in an email. If you're using a platform like Mailchimp or ConvertKit, you can automate the email flow for tracking and follow-up.
Step 3: Write a Referral Email You Can Reuse
Write a clear, friendly email asking for referrals. Keep it short. Something like:
"Hey Jamie,We love working with customers like you. If you know someone who could benefit from [your service], we’d love an introduction.
As a thank-you, you’ll get a $25 gift card for every referral that becomes a customer. Here’s the referral form—it takes 30 seconds!"
Then drop in your link.
According to a 2023 study from Influitive, 84% of B2B buyers start the purchasing process with a referral.
Businesses with referral programs report 69% faster close time on leads and 37% higher retention rates.
And yet, fewer than 30% of small businesses actually have a referral system in place. Opportunity? Yep.
Step 4: Deliver Rewards Promptly and Loudly
The key to a sticky referral loop is consistency. Deliver rewards fast—within 24 hours, if possible—and consider spotlighting happy referrers in your email newsletters or social media (with their permission).
Don’t forget to track referral outcomes using a basic spreadsheet or CRM field. Even a Google Sheet with "Name / Referral Sent / Referral Closed / Reward Sent" can go a long way.
Step 5: Remind Regularly
Once a month, send a reminder email to your existing customers. You can frame it as:
"Still thinking about who might benefit from [X]? Here’s that referral link again: [form link]"
A light reminder can keep referrals coming in without annoying your audience.
Bonus Tip: Use Free Reward Tools
Don’t want to run to CVS to buy gift cards? Use platforms like:
Tango – Send digital gift cards instantly
Amazon Gift Cards – Self-service for Amazon rewards
Venmo – Send small cash rewards
They’re all quick, trackable, and delightfully scalable.
Just launched your new business and need resources to ace direct marketing at lower costs with higher ROI?
Check out Salesfully’s course, Mastering Sales Fundamentals for Long-Term Success, designed to help you attract new customers efficiently and affordably.
Don't stop there! Create your free Salesfully account today and gain instant access to premium sales data and essential resources to fuel your startup journey.
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