How to Start a Coaching Referral Program [+ Free Tools]

As a life coach or business coach, you might be exploring ways to elevate your coaching business. Perhaps you’re thinking about innovative channels for acquiring new clients. A coaching referral program could be just what you need to incentivize your current satisfied clients to recommend you to their friends, family, and colleagues. 

It’s time to start a referral program. This complete guide will walk you through creating one that systematically brings in new business.

What are coaching referral programs?

A coaching referral program is a streamlined, digital system that rewards your current clients when they refer new clients to you. Whether you provide life coaching or business coaching, you have the potential to benefit from a coaching referral program. 

Forget about the days of manually keeping tabs on who referred who! This ingenious strategy is much more effective and efficient. It adds real value to the growth of your coaching business and frees up more time for you to do what you love – being a transformative coach.

This strategy allows you to easily identify your best client advocates. And it lets you automatically reward successful referrals that turn into new business.

In short — a referral program saves you time while still growing your coaching practice through word-of-mouth recommendations.

Since coaching and consulting are very similar, the advice from our consulting referral program guide might also help you out. 

Benefits of coaching referral programs

Your existing clients can be your best advertisers. They know firsthand the benefits of your life coaching or business coaching, and can speak from experience when recommending you. Their friends are more likely to trust recommendations from them rather than generic ads or marketing messages. Plus, referral programs allow you to track the advocacy of your clients down to every last referral. You’ll know exactly how effectively referrals are promoting your business growth.

Referred individuals also tend to have a higher lifetime value, as they are more likely to continue using your coaching services long-term since a trusted source referred them. 

Finally, another thing we can’t overlook is cost-effectiveness. From a new business acquisition perspective, hosting these referral programs generally costs less than any other form of advertising or promotion – proving financially beneficial in the long run.

Referral programs offer multiple benefits that can significantly boost your coaching business. Next, let’s look at some best practices for setting up a successful program.

Referral software for coaches [Free Tools]

These referral tools for coaches are a free and easy way to help you start your referral program.

Want a fully automated referral program for your coaching business? Run your referral program with us at Referral Rock. Find out how we can build your program with you (and tailor it to your unique needs)

Coaching referral program best practices

Launching a successful coaching referral program does not occur by chance. Some strategies and tools can optimize the success rate. Here are proven tips for creating a referral program that keeps current clients engaged while attracting ideal new clients.

Select rewards carefully

You’ll need to answer these two questions when deciding rewards for your coaching referral program.

• What would motivate both your existing and new clients?
• What are you able to give to acquire each client?

First, analyze what you are willing and able to pay out or offer to acquire a new referred client. The referral incentives should make financial sense for your coaching business. Often, rewards that tie back to your coaching services work well. Since these rewards keep new clients engaged with your services, they benefit your business while providing value to the client.

For example, if you have monthly coaching subscribers, you could offer a discount – such as 50% off – on one month’s subscription fee as a referral reward. For clients who pay per private coaching session, consider rewards like a discounted or free coaching call. Cash back rewards (referral fees) are another solid option. 

Get creative, too – you could put together a gift basket with self-care or personalized development items and offer that as a tangible reward.

Reward both the referrer and the referred friend

One smart approach is to distribute rewards on both ends: to the referring party (your existing client) and your new customer. Rewarding your advocate for the existing client makes them more likely to continue referring new clients to you. They become invested in the success of the program.

Naturally, rewarding the newer clients motivates them to give your services a try. For example, you might give the new referred client a discount on initial coaching sessions while the referring client gets a gift card or cash reward.

Rewarding both parties amplifies the referral incentive and creates a cycle of client referrals, rewards, and satisfaction on both ends.

Identify your best advocates

Take some time to identify the clients who are most likely to actively refer others to your services. Typically, these will be long-term clients who:

• Have purchased the highest number of total coaching sessions from you
• Have been clients for the longest period of time
• Already frequently mention and discuss your services online and in person

Reaching out directly to your top fans first, even before a full program launch, can kickstart initial momentum. A personalized email explaining the program and inviting them to participate can pique interest.

Ask for referrals directly

While some happy clients might spontaneously spew out testimonials about your fantastic service, others may need a nudge. Don’t be shy- ask them to consider spreading the word! However, a key factor to remember in this process is timing. It’s essential to ask for referrals when your service is fresh in the minds of clients, capturing their satisfaction at its peak.

 Some ideal times to ask directly are the following:

• The client compliments you or gives positive feedback about a session.
• You’ve helped the client achieve a goal or milestone they’ve been working towards
• You receive a positive review, testimonial, or social media mention from the client.
• At the end of a package of coaching sessions, when you know the client is satisfied
• On the anniversary of when the client first started working with you
• You caught wind of them already recommending you outside of the program.

Provide unique referral links

A key feature of referral software is that it generates unique referral links for each of your clients. These specialized links allow your referral program to track exactly which of your existing clients is responsible for every time a new referral comes through.

When a client signs up for your referral program, whether at onboarding or after already working with you, provide them with their unique referral link right away. Explain that this is their personal link to share with friends, colleagues, and family to refer them to your life coaching services. When someone clicks their link and becomes a new client, both parties will automatically be rewarded per your program rules.

The unique links should be short and memorable. Referral software makes creating and distributing the links quick and seamless. You can send each advocate their unique link in a variety of ways – via email, text, messaging, or inside your client portal or app. Make sharing the link as frictionless as possible.

Make sharing referrals simple

Make the process of sharing and referring as quick and simple as possible for your clients. First, the landing page clients arrive at when they click the unique link should be aesthetically engaging and clearly convey the benefits of your coaching services. Use persuasive copy and have a strong call-to-action for signing up prominently placed.

On your referral program homepage, succinctly explain how making referrals works in 3-4 super simple steps.

Advertise the referral rewards and incentives. Make any rules related to earning rewards very transparent. For example, note if a reward is issued after the new client’s first session is complete.

Emphasize the goodwill aspect of referring friends who could benefit from your life coaching or business coaching services. Help clients feel proud to be an advocate.

In addition to unique referral links, enable sharing via email templates, social media, SMS, and any other relevant channels. The easier it is to share, the more shares you will get. Link to an FAQ page to answer additional questions advocates may have.

Focus on helping friends

When promoting your program, remind clients that referring friends allows them to share the benefits of your coaching with people they care about.

For example: “Know someone who could use help reaching their goals? Share your unique link today to pass on the benefits of coaching to your friends!”

Encourage the narrative. By recommending you as a career coach or life coach to their friends or family members, they’re opening doors for them to make positive changes in their lives just like they did. 

Promote your referral program

Actively promote your referral program across multiple channels on an ongoing basis:

• Your website: Prominently promote it on your homepage, coaching services pages, and anywhere prospective clients land initially. Use banner buttons or embed a referral widget.
• Email newsletters and dedicated referral emails: Mention the program in onboarding and renewal emails, newsletters, and any regular communications sent to your current coaching clients.
• Blog posts if you have a blog: Writing a dedicated post explaining the benefits of your program and how to get involved provides helpful content you can link to.
• Social media posts: Leverage platforms like Facebook, Instagram, LinkedIn, and Twitter to promote your program. Create social posts spotlighting advocates who have given successful referrals.
• Printed flyers and signage: If you coach locally or host in-person sessions, use posters and signs in your office.
• Directly asking clients during sessions: Don’t rely solely on collateral – personally invite clients to participate.

The key is layering various touchpoints so clients see reminders about your referral program frequently.

Leverage referral software

Using dedicated referral software makes it easy to set up, track, and manage your program. It also lets you promote your program automatically.

For example, Referral Rock allows you to:

• Build a customized landing page and referral flows
• Generate unique referral links for each of your clients
• Seamlessly record data every time a link is shared
• Automatically apply rewards when referrals convert to sales
• Take advantage of program analytics and reporting

This enables you to spend time coaching rather than on cumbersome admin tasks. You can also easily scale your referral marketing as your client base grows.

Send a personalized referral note

When someone clicks a referral link, make their first impression a positive one. Send them a personalized note that appears to come directly from the client who made the referral.

For example:

Thank referring clients

Always thank clients who refer new business to you. Send a handwritten thank you note when their referral converts into a new client. They’ll appreciate the follow-up and feel even more valued. You can also publicly thank them on social media and in your email newsletters (if they approve).

Partner with related businesses

Consider forming referral partnerships with non-competing professionals who could refer new coaching clients to you. Good options include financial planners, therapists, and health/wellness coaches.

To find these folks, attend networking events to connect with potential partners or create a formal referral partner program.

Alternatively, if your coaching business serves well-known business owners or entrepreneurs, you might form a partnership where they promote you on their website (similar to an affiliate relationship). 

Wrapping up

Implementing a tailored referral program can help career coaches, business coaches, and  life coaches turn satisfied clients into enthusiastic promoters of their businesses. This brings in new referrals who already trust you before that first call.

With an automated referral system, it’s easy to track referrals and reward your top advocates. And you can promote your program across multiple channels to keep it top of mind. Follow the tips in this guide to create a coaching referral program that grows your business with great new clients. 

Ready to implement what you’ve learned? Sign up for Referral Rock and get a referral program up and running in minutes. It’s free to start!