What commission should I pay a B2B referral partner?
Most B2B service firms pay referral partners 10–20% of the first project or of the first year's fees. Ongoing commission suits only retainers with healthy margins.
Price a referral fee against what a new client costs you through other channels. Our analysis of acquisition cost for B2B services puts the average at €150–350 per client and shows referrals as the cheapest source of leads. Because a referral fee is paid only when a client signs, it can sit above your average acquisition cost and still carry less risk than paying for leads that may never buy.
A worked example: a web agency wins an €8,400 project through a partner. A 10% fee is €840. On a €2,000 monthly retainer, paying 10% of the first twelve months comes to €2,400, which is fair if that kind of client typically stays 18 months or longer. If the retainer has thin margins, a one-off fee keeps the arrangement sustainable.
Common referral fee structures
- One-off percentage10–15% of the first project. Easy to explain and a natural fit for agencies and consultants who work in projects.
- First-year share10–20% of fees billed in the first 12 months. Suits retainers and subscriptions where value builds over time.
- Flat finder's feeA fixed amount per signed client, for example €300–500. Works well when your projects are similar in size.
- Tiered rewardsA higher rate from the third client onwards keeps active partners motivated without overpaying occasional ones.
- Referrals both ways, no feePartners who send each other work often prefer goodwill to invoices. Keep a simple tally so the balance stays fair.
Put the terms on one page: what counts as a referral, when the fee is paid and for how long. Review the effective cost once a year against a typical B2B acquisition cost. If you are still building your network, start with how to find referral partners.