Referral Flow: How to Get More Leads into Your Funnel and Engage Them

I bet that just reading the title of this post, you’ve already been thinking about how this could happen within a cadence flow and if it would really work.

Well, my intention today is to show that it works and few companies use this powerful device, which is to ask for referrals from their customers and make a powerful cadence flow to engage these leads.

First of all, I want to make it clear that many people may know indication flows as reference flows or any other term.

In reality, there is no right or wrong, you can adapt according to your scenario. Let’s assume you already understand what I’m going to talk about here, ok?

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  1. Referral Flow: Effortlessly Grow Your Lead List
  2. OK! But how to put it into practice?
  3. Okay, but what do I do with this lead that was nominated?
  4. Conclusion

Referral Flow: Effortlessly Grow Your Lead List

Before we go deeper into the process of how this flow works, I’m going to cite an example here so we can follow a line of reasoning.

Surely you have already referred a friend or someone in your family to buy something, right?

They must have been very interested in seeing this product up close to see how it would work in their daily lives. Even because you spoke well about the results.

When they bought it, you even felt proud that you helped.

I guarantee you one thing, happier than you and the person who bought the product was the seller himself. He didn’t have much effort to make the sale, because the person arrived already directed to buy.

He just checked a few points to personalize the sale a little more. His referral became a commission that fell from heaven to the seller.

Now, imagine this commission multiplied by more nominations…

This is precisely the purpose of having a well-structured referral flow, in which you need a much smaller effort to have more customers in your base.

Of course, to be successful, you need to use a cadence of personalized actions, taking advantage of all the information that your customer has already provided about the lead he is referring.

A semi-automated flow would go hand in hand with this type of strategy because, as you’re about to gather some information, it doesn’t cost a bit more customization for that lead.

This stream should have just one email and one call, and nothing else!

OK! But how to put it into practice?

The first step is to follow up with your customers. But before doing this FUP, seek information from your Customer Success team.

How is that customer performing using your solution? What results has he been getting in recent months? What changed in his process?

This data will be a gem in your hands.

The idea here is to place this information within the context of an extremely customized email, highlighting your happiness in knowing the news you’ve checked internally.

After that comes the cat’s leap.

You ask for a referral from someone your client knows who is in the same situation as he was a short time ago, and ask if he could bridge the gap between you.

Ready! Halfway to a future customer.

Here’s just an example of how an email is structured in which you ask for a referral:

An interesting detail that is worth mentioning is the fact that you use the contact to indicate something new, such as a success story, new content, an ebook or a webinar that your company will carry out.

Anyway, the idea here is an exchange of information and kindnesses.

You will show that you are still up to date with his process, you will send him interesting content and he will be passing on the contact of an acquaintance who could become your client.

Not bad, right? Notice how a simple action can help you hit your goals and escalate your sales?

Referral sales can be a great source of new leads and become a huge growth engine for your business.

Okay, but what do I do with this lead that was nominated?

After receiving the indicated contact, the ideal is for you to stop for a moment and think about a very personalized email, gathering information that will enrich your first contact.

Chances are, your customer will already give you some details about that lead he is referring to. If he doesn’t, calculate how good your relationship is and spend a little more time asking for essential information.

Believe me, getting this information is very important to convincingly personalize your email.

Bridging the gap between the person who referred you and the fact that you are getting in touch is also a pretty obvious good practice at presentation time.

Don’t forget to mention how your solution helped your customers, especially the one who provided the referral for a first chat.

Understanding the scenario and showing that you understand makes all the difference right now.

Here you can see an email template for this purpose:

A detail: no matter how much it is a flow of presentation of an indication, it must follow the logic of a prospecting flow, with multi-channel actions to achieve the connection, ok?

A FUP on the phone or on LinkedIn can help you a lot here and even increase your chances of conversion a lot.

In our outbound report based on over a million interactions, you can see these and other conversion rate statistics.


The idea of ​​implementing a referral flow within the sales scenario helps not only your team to achieve the desired goals, but also to give scalability to your scenario.

For example, some segments need to have recurring revenue to survive the increasingly competitive market. If the average ticket is not that high, you need to have a continuous lead volume.

With a referral flow, you can have a greater volume of hot leads coming into your funnel.

Ready to put the strategy into practice? There’s no secret, just have a tool that will help you customize and automate your emails and that’s it!

Being able to choose between strategies is much better than sticking to one, isn’t it?

If you still don’t have this tool or if you have any questions elsewhere, you can contact me by email at, or click on the banner below.

We will be happy to generate insights for your scenario and help improve your sales process!