David had been running his pest control business for a while. With a turnover of £1.4 million, he was proud of what he had achieved. His team was small but efficient, and they had built a solid reputation for delivering quality service. However, while his existing clients were happy, the flow of new customers was slowing down, and David wanted to do something about it—without pouring a fortune into advertising.
That’s when he decided to create a simple referral programme, and it turned out to be one of the best decisions he made for his business. Here’s how David set up a referral programme that instantly drove growth, and how you can do the same for your small business.
Understanding the Power of Word-of-Mouth
David knew that many of his new customers came from word-of-mouth recommendations. Satisfied clients would often refer his services to friends, neighbours, or colleagues, but it wasn’t happening as often as it could. What if he could give them a little extra motivation to spread the word?
After speaking to a few of his regular clients, David realised that a lot of them were happy to recommend his business but needed a small incentive to do so. This insight led to the creation of a referral programme that was easy for both his team and his customers to use.
Keeping It Simple: The Referral Programme
David didn’t want to complicate things with a complex points system or rules that would confuse his clients. Instead, he kept it straightforward: for every new customer a client referred to his pest control business, they would receive a £20 discount on their next service, and the new customer would receive the same discount on their first booking.
This simple reward system made it clear and easy for customers to refer his business, and it also gave the new customer an immediate benefit. There was no need for big offers or lengthy conditions. The £20 discount was enough to encourage action without impacting his bottom line too much.
Getting the Word Out
David knew that even the best referral programme wouldn’t work if no one knew about it. So, he made sure every client was aware. He added a section to his invoices explaining the programme, included it in his follow-up emails, and had his technicians mention it at the end of each job.
He even added a simple “Refer a Friend” link to his website, making it easy for customers to send the referral details to their friends or family. This ensured that whether a customer preferred to refer someone in person or online, the process was hassle-free.
Instant Results
Within the first month of launching the referral programme, David noticed a clear increase in new customer bookings. Existing clients, pleased with the quality of service they had received, began spreading the word about his business more proactively. His referral programme had created a win-win situation: clients enjoyed the discount on future services, and new customers felt valued with an immediate offer.
One of his long-time clients, a local property manager, referred several of his tenants, resulting in multiple new jobs for David’s business. The client was thrilled with the discount, and the new customers were impressed with the service, leading to repeat business.
David’s simple programme didn’t just bring in new clients—it also increased loyalty among existing ones. Many customers who had referred someone continued using his services more regularly, making the programme a tool for both customer acquisition and retention.
Building Long-Term Growth
Over time, David realised that his referral programme wasn’t just a short-term fix; it was a strategy for long-term growth. As more clients participated, word spread, and new clients became repeat customers. It also built stronger relationships with his existing customers, who felt appreciated and rewarded for their loyalty.
The best part? It didn’t require a large budget or complicated systems. The programme was easy to manage, and the rewards were meaningful without being costly. For David, it became a key part of his customer growth strategy.
Ready to Grow Your Business with a Simple Referral Programme?
David’s experience shows that you don’t need an expensive marketing plan to grow your small business. Sometimes, all it takes is a simple, well-designed referral programme that encourages your existing clients to do the talking for you.
If you’re ready to create a referral programme that drives instant growth for your business, contact Mark A Preston, Customer Growth Coach & Speaker. Mark can help you design a straightforward, effective referral strategy that works for your business and attracts the customers you need.
