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As part of your day-to-day job you'll spend a lot of time on the phone with clients. To make the referral programme a success you need to finish the conversation with something similar to this:

"..can I quickly get your advice on something....it would really help us"

Asking your clients to give an opinion on your proposed referral incentive gives you the chance to introduce the subject of referrals (whether they've ever given you a referral, and if not then what's stopped them). The same goes if you ask for their feedback on how you can improve the quality of your customer services. Remember that you're not selling anything; you're just asking for their advice.

"..which do you think will get the best response? A £25 Amazon voucher or £30 donated by us to your favourite charity?"

People love giving advice; it makes them feel respected.

This positive reaction means that they'll feel as if they've played a small part in the development of your referral programme. The result being that they're much more likely to refer you in the future.

So it's an easy conversation to have. They leave the conversation feeling good.  And you leave knowing that you've planted a referral seed in their head.