You’ve done the NPS work most companies never finish. You’re asking the right customers the right questions, sharing what you learn, and closing the loop with people when things go wrong.
But here’s the real secret that separates a Mature NPS program from an Elite one: you don’t stop with the fix; you use your Promoters to grow!
Most Companies Miss This Completely
A Promoter just told you, “I’d recommend you to someone else.”
That’s pure gold!
Yet what do most companies do? They mark it down as a good score, maybe share the quote in a slide deck, and move on.
That’s it. No call, no thank-you, no follow-up!
It’s like sitting on a gold mine … and never digging.
This Is Why It Matters
Your Promoters are your hidden sales force. They have more credibility with potential buyers than any marketing pitch.
And they’re motivated to help you because you’ve just proven you deliver real value.
In B2B, this is especially powerful. One genuine referral from a happy client can open a door your sales team has been knocking on for years.
How the Best Teams Do It
Here’s exactly how Elite companies turn Promoters into growth fuel:
Step 1: Reach Out, Quickly and Personally
Don’t wait weeks to say thanks. Have the account manager, customer success rep, or sales lead reach out fast, within a few days of the survey. The quicker the better!
“Hi Sarah, I saw you gave us a 10 on your recent NPS survey. I just wanted to thank you directly. It means a lot to our whole team.”
Example: One B2B firm added a 5-minute follow-up call for every Promoter. Their account managers started closing new referral opportunities worth six figures, all because they struck while the iron was hot!
Step 2: Learn What They Value Most
This simple question does two things:
- It gives you clear, authentic language for your messaging.
- It often surfaces expansion ideas you’d never think to ask for.
“What’s the biggest reason you’d recommend us? What do you find most valuable?”
Example: A consulting firm learned that their clients raved about speed of implementation, something they’d taken for granted. They built it into all sales pitches and win rates went way up!
Step 3: Make the Referral Ask (Naturally)
This is the “hidden trick” few companies ever do. You’re not asking out of the blue, they just told you they’d recommend you. You’re just giving them the chance.
Keep it human:
“Is there anyone in your network who’d benefit from what we do? I’d love to help them the same way we’ve helped you.”
Example: A B2B data services company trains their account managers to make this ask conversationally. 40% of Promoters say yes on the spot and they close referrals twice as fast as cold leads.
Step 4: Make It Ridiculously Easy
Some Promoters won’t have someone in mind immediately. That’s fine! Plant the seed and make it simple:
- Draft a short intro email they can forward.
- Have a one-pager that explains what you do.
- Offer a thank-you gift if it fits your model.
- Keep them in the loop when their referral becomes a client.
Example: A cybersecurity vendor sends a “warm referral toolkit,” a short, no-fluff blurb and PDF. It does 80% of the work for the Promoter!
Step 5: Close the Loop Internally
When a referral turns into a new deal, share it. Recognize the client who made the intro. Celebrate the team that did the follow-up. It’s positive reinforcement on both sides.
What This Looks Like in Practice
Here’s how a simple Elite Promoter play can run in B2B:
- Survey goes out (client gives you a 10).
- Account Manager gets an alert and calls within 48 hours: “Thank you. We appreciate you.”
- Account Manager asks: “What do you love or value most?” and writes it down.
- Account Manager says: “Would you be open to making an intro?”
- Promoter says yes, forwards a warm intro.
- New lead comes in warmer than any cold outreach and the story repeats.
No fancy tech required. Just a clear playbook, well-timed contact, and a team that knows the gold is right there for the asking.
Elite Promoter Activation Checklist
- We thank every Promoter personally … and fast!
- We ask them what they love or value the most.
- We make a genuine, well-timed ask for a referral.
- We make it easy for them to say yes.
- We share wins inside our team to keep everyone bought in.
This Is Where You Really Go from Mature to Elite
This is the step most companies overlook. It’s the easiest ROI in your NPS program and it costs nothing but a thoughtful phone call or email.
When you do this right, your best customers become your best marketers, and your loyalty engine turns into a growth engine!
Up Next
Next time, we’ll show you how to keep this going: how to embed NPS into your daily systems so it becomes a habit, you don’t lose momentum and keep turning loyalty into real business results.
