Word-of-mouth is the lifeblood of most Brisbane small businesses, yet most of us leave it entirely to chance. By building a formal referral request system, you turn 'getting lucky' into a predictable stream of high-quality leads who already trust you.
Why this matters for your business
In the Australian market, where 'mateship' and local reputation carry significant weight, a referral is worth ten cold leads. Most business owners feel awkward asking for referrals because they don't have a system; they feel like they’re begging for a favour. This guide will show you how to make referrals a natural, professional part of your customer journey so you can grow your business without spending a cent more on ads.---
Prerequisites: What you’ll need
Before we dive in, make sure you have these basics ready:- A CRM or Email Tool: Something like MailerLite, Hubspot, or even a simple Mailchimp account.
- A 'Happy Customer' Indicator: A way to know when a job is finished or a product is delivered (e.g., an invoice marked as paid in Xero).
- An Incentive (Optional): A small 'thank you' offer, like a $20 coffee voucher or a discount on their next service.
- Your ABN: Useful if you're setting up professional rewards programs that require tax compliance.
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Step 1: Map your 'Moment of Maximum Delight'
This is where most people get stuck, and honestly, the interface of your software doesn't matter if your timing is off. You need to identify the exact moment your customer is happiest with your work.For a Brisbane plumber, it might be 30 minutes after the leak is fixed. For a graphic designer, it’s the moment the final files are delivered. For a retail shop, it’s three days after the product arrives in the mail.
Pro tip from experience: Don't ask for a referral at the same time you send the bill. It feels transactional. Wait 24 to 48 hours after the 'delight' moment so the positive emotion is still fresh, but the 'pain' of paying has subsided.Step 2: Choose your 'Referral Hook'
Decide what you are offering. In Australia, we have a pretty strong 'no worries' culture, so sometimes a simple, heartfelt request works best. However, an incentive can grease the wheels. Common options include:- The Double-Sided Reward: "Give $50, Get $50." (This is the gold standard).
- The Altruistic Approach: "For every referral, we donate $20 to the Smith Family or a local Brisbane charity."
- The Value-Add: "Refer a friend and get a free 15-minute strategy call."
Step 3: Create a Dedicated Referral Landing Page
Don’t just tell people to "tell their friends." Give them a place to go. This doesn't need to be fancy. A simple page on your website (e.g.,yourbusiness.com.au/refer) with a basic form is perfect.
The form should ask for:
- The existing customer's name and email (so you know who to thank).
- The friend's name and email.
- A checkbox confirming they have permission to share their friend's details (important for Australian Privacy Principles/SPAM Act compliance).
Step 4: Draft your 'The Ask' Email
This is the most important part of the system. It needs to sound like you, not a robot. Here is a template we've used for dozens of clients:"Hi [Name], it was a pleasure working on [Project/Service] last week. We’re on a mission to help more local businesses in [Your Suburb] achieve [Result], and we find that our best clients come from our existing ones. If you know anyone who is struggling with [Problem], we’d love an introduction. As a thank you, if they book a session, we’ll send a $25 UberEats voucher your way!"
Step 5: Automate the Trigger
Yes, this step is annoyingly fiddly, but it’s the secret to making this work while you sleep. You want to connect your invoicing software (like Xero or MYOB) to your email tool using a tool like Zapier.- Trigger: When an Invoice is marked 'Paid' in Xero.
- Delay: Wait 2 days.
- Action: Send the 'Referral Request' email via your email marketing tool.
Step 6: The 'Thank You' Loop
This is where most Australian businesses fall down. If someone sends you a lead, you must acknowledge it immediately—even if the lead doesn't buy.Set up a second automation or a calendar reminder to email the referrer the moment you contact the person they recommended. "G'day [Name], just wanted to let you know I've reached out to [Friend's Name]. Thanks so much for the trust!"
Step 7: Promote the Program Externally
Don't just hide this in an email.- Add a link to your email signature: "Know someone who needs help with [Service]? See our referral program here."
- Put a small note on the bottom of your physical invoices.
- Mention it in your monthly newsletter.
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Common Mistakes to Avoid
- Asking too early: Don't ask before the value has been delivered. It feels pushy.
- Over-complicating the reward: If the customer has to jump through hoops to get their $20 discount, they won't bother. Make it automatic.
- Forgetting to say thanks: A referral is the highest compliment a customer can give you. Treat it like gold.
- Ignoring the Spam Act: In Australia, you cannot just add the referred friend to your marketing list. You can only contact them once to see if they're interested in your services based on the referral.
Troubleshooting
"No one is filling out the form." Your 'Hook' might not be strong enough, or the form is too long. Try reducing the form to just three fields and make the reward more prominent. "I'm worried about sounding desperate." Frame it as a growth goal. "We're looking to help 5 more families in Brisbane this month..." sounds like a mission, not a plea for help. "The automation isn't firing." Check your 'Trigger' settings. Often in Xero, an invoice is 'Authorised' but not 'Paid'. Make sure Zapier is looking for the 'Paid' status.Next Steps
Now that you've got the bones of a system, it's time to refine it. Start by manually sending your 'The Ask' email to your last 5 happy customers today. See what the response is like, then move on to the automation steps.If you need help setting up the technical 'Zaps' or building a high-converting landing page for your Brisbane business, we’re here to help. You can reach out to the team at https://lmgroup.au/contact and we'll get you sorted.