How to Start a Referral Programme That Brings Customers
Word of mouth is still how most Ghanaians find businesses they trust. How to turn it into a simple referral programme, with rewards, scripts and tracking.
"Who did your hair?" "Where did you get that bag?" "Which mechanic do you use?"
In Ghana, recommendations from friends and family are one of the most trusted ways people find businesses. Most businesses get some referrals by accident. A referral programme makes it happen on purpose.
Why referrals work
- Trust is borrowed. A friend's recommendation removes much of the fear of buying from someone new.
- Referred customers are often better customers. They arrive with realistic expectations and are often more loyal.
- They're cheap. You pay only when someone actually brings a customer.
Design a simple programme
1. Decide the reward
Rewards can go to the referrer, the new customer, or both. Two-sided rewards often work best, because the referrer is giving their friend something, not just earning.
| Business | Referrer gets | Friend gets |
|---|---|---|
| Salon | GH₵ 50 off next visit | GH₵ 50 off first visit |
| Online shop | Store credit | Free delivery on first order |
| School | Fee discount or gift | Waived registration fee |
| Service business | Cash or service credit | Discount on first job |
Make sure the reward makes sense for your margins.
2. Make it easy to share
Give customers something to send: a unique code, a link or a ready-made WhatsApp message:
I order my bags from Lowandy and they're really good. Use my code AMA50 for free delivery on your first order: [link]
3. Ask at the right time
The best moment to ask is when customers are happiest: right after delivery, after a great service, or when they compliment you.
So glad you love it, Ama! If any friends are looking for bags, here's a code for them: AMA50. They get free delivery, and you get GH₵ 30 off your next order.
4. Track referrals
Use codes, links or a simple question at checkout ("How did you hear about us?"). Without tracking, you can't reward people fairly or know if it's working.
5. Reward fast
Pay rewards quickly and tell the referrer. "Your friend Efua just ordered. Your GH₵ 30 credit is ready." Fast rewards make people refer again.
Promote it
- Mention it in thank-you messages and receipts.
- Add it to packaging.
- Post about it occasionally.
- Include it in broadcasts to past customers. See WhatsApp broadcasts.
Go further: affiliates and partners
Some businesses give commissions to people who promote them regularly, like creators, community leaders and partner businesses. Agree terms clearly and track sales by code or link. PayLead, for example, includes an affiliate programme where you set the commission.
Common mistakes
- Rewards too small to bother with, or too big to afford.
- Complicated rules.
- No tracking.
- Slow or forgotten rewards.
- Asking unhappy customers to refer.
Common questions
Should I give cash or discounts?
Discounts and credit bring people back to buy again. Cash can be more motivating for affiliates who refer often. Test what works for your customers.
Do referral programmes work for B2B?
Yes. Many service businesses grow mainly through referrals. A thank-you, a commission or a discount on the next project all work.
If you'd like help building referrals into your sales system, book a free strategy call.