Referrals are the lifeblood of many accounting firms. But far too often, referrals happen by chance. A client might casually mention your name to someone — but there’s no system in place to make it easy, trackable or repeatable.

Let’s be honest: hoping for referrals isn’t a marketing strategy.

To generate reliable, high-quality leads, you need a referral program that’s structured, intentional and easy to use. The good news? You don’t have to build it alone. With AI tools and simple automations, creating a referral program is easier than you think.

Why Referral Programs Work

Referrals come with built-in trust. Also, organized referral programs outperform traditional marketing channels. Consider the following:

• Referral leads convert 30% higher than others. (Saassquatch)
• Referred customers have a 16% higher lifetime value. (Growsurf)
• 84% of B2B decision-makers begin their journey with a referral. (ReferralRock)

How to Create a Robust Referral Program

This free guide, “AI Prompts for Building a Client Referral Program,” outlines what you need, including AI prompts, CRM tips and a step-by-step checklist. Here’s a preview:

• Step 1: Define your ideal referral. When you’re specific, your clients will know exactly whom to refer. Provide guidance about the following:
• Your niche (e.g., dental practices, construction firms, solopreneurs)
• The ideal client’s size or revenue range
• Services those clients will most likely need (e.g., tax planning, bookkeeping, advisory services)
• Step 2: Choose incentives that work. Incentives don’t need to break the bank, but they should be meaningful and professional. Explain the terms clearly — for example, the reward is issued after the referral’s engagement letter is signed. Popular incentives might include the following:
• $50 to $100 discount off their next invoice
• A donation to a charity of their choice
• Gift card to a favorite local spot
• Free service upgrade (like a financial review)
• Step 3: Promote the program. If clients don’t know the program exists, how can they refer others? Your messages should incorporate friendly language, such as “Know someone who needs reliable accounting support? Send them our way — and get rewarded.” Then, promote it in various ways, including the following:
• In client newsletters
• On your website’s home and services pages
• As a message in email signatures and invoice footers
• During onboarding and meetings
• In post-tax season wrap-up emails
• Step 4: Make referring as easy as possible. Clients are busy. Make the process effortless with tools like the following:
• A referral link or form
• A forwardable email
• A business card with a referral or QR code
• A simple “Who referred you?” text field in contact forms
• Step 5: Track and thank every referral. One of the biggest mistakes you can make is to ignore or forget a referral. To avoid that, consider the following:
• Tag and track referrals in your CRM.
• Set up notifications for follow-up.
• Send thank-you notes — even if the lead doesn’t convert.
• Keep a list of top referrers to celebrate annually.

Tip: Add AI and Automation to the Mix

Here’s where it gets smarter! Pair these tips with AI tools and your CRM automation to create a system the runs in the background — saving you time. Use these tools to auto-generate outreach and thank-you messages, draft social media posts or scripts, and personalize follow-ups at scale.

Ready to Launch?

If you’re serious about growing your firm through word of mouth, it’s time to stop guessing and start building a referral program that works. The “AI Prompts for Building a Client Referral Program” guide includes sample prompts to use with AI tools, CRM suggestions for tracking success and a ready-to-use checklist for launching your program.

What are you waiting for? Don’t let those referrals slip by.