B2B Referral Partnerships

How it works

Businesses pay well for qualified introductions because customer acquisition is expensive. If you know which companies need a service and know who provides it well, you can be paid for connecting them — with no product to build and nothing to deliver beyond the introduction itself.

How to start

1. 01

   Start where you already have standing

   This only works in an industry where people take your call. Former colleagues, clients and suppliers are the natural starting point.

2. 02

   Find services with high value and high acquisition cost

   Software, professional services, recruitment and specialist contractors all pay well for introductions because their own sales costs are high.

3. 03

   Agree terms in writing before introducing anyone

   Percentage, what triggers payment, how long the attribution lasts and what happens on renewal. Verbal agreements are routinely forgotten once the deal closes.

4. 04

   Introduce only what you would use yourself

   A bad referral costs the relationship that made the referral possible. Your reputation is the only asset in this business.

5. 05

   Formalise into ongoing partnerships

   Recurring arrangements with a small number of providers you know well beat opportunistic one-off introductions.

Honest trade-offs

Risks and failure modes

• Not being paid on a deal you introduced, which is common without a written agreement
• Reputational damage if the provider you referred performs badly
• Conflicts of interest if you also advise the buyer, which must be disclosed

Common questions