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You're probably aware of how powerful referrals are in generating new business and finding or keeping your customers. A report from Marketshare says that word of mouth can improve a company's marketing effectiveness by as much as 54%. In addition, companies that use referrals as part of their marketing report closing sales 69% faster.
In service businesses, such as hair salons, word of mouth is even more important; customers rely on referrals. Hearing positive things about a service has a significant impact on their buying decision. If you want them to hear positive opinions about your salon, you must take specific actions that we will list throughout this article.
How to get referrals?
Before you start actively seeking referrals, make sure you have the right systems in place to manage this new influx of people interested in your products and services, as well as a clear plan for obtaining and screening referrals. The last thing you want is to receive calls from interested prospects and not have answers to their simplest questions.
Identify your ideal prospects. Find out the type of clients who buy your services. What is your business size, industry and demographics? What are the key problems your clients are trying to solve? You need to quickly identify and qualify referrals to see where you should focus your efforts.
You also need to be very clear on how you will convert referrals into customers (sales process) to ensure that referrals are not lost in the ether.
How to get referrals from your customers
Offer your clients a reward
For hair salons rewards generally work best when you give your clients a certain percentage off an upcoming service in exchange for referring you to their friends. Some companies also offer a free lunch or free product to clients. You have the opportunity to get creative here and tie your rewards to your industry.
Offer a free hairstyle
If you can afford the costs of this tactic, we recommend that you create coupons with a free hairstyle for customers as it works very well. You give the coupons to your regular clients to give to their family and friends, valid for one free hairstyle, and if their referrals use the coupons your regular clients will also receive a free hairstyle. Most people, especially women are picky about who does their hair, so changing hairdressers is something they think highly of, that's why you offer them a hairstyle, something less risky. Treat all potential clients who charge for the promotion very well as this is your only chance to build trust and attract that new client.
Partner with other service providers
Approach other businesses that offer complementary services and propose to combine forces for a referral program. For example, for a hair salon partnering with an acrylic nail store or spa may be a good idea to promote your respective services.
To make this partnership successful, be sure to offer referral clients a discount package on both services. Sell the package as an opportunity for prospects to get all their needs met in one place.
Distribute the package to your current clients to see if there is anyone among their acquaintances who might want to take advantage of it. You can also set up a "Recommendations" page on your website describing the different partners and the complementary services they offer.
Remember to give customers permission to say no
Some clients are uncomfortable giving referrals. If a client says no to referrals, respect their decision. Some experts recommend finding out why they are resistant and trying to entice them, however you can also choose to respect their choice and continue to provide outstanding service, so that if they refer you in the future, it's because they really want to and not because they feel pressured.
Always make an effort to provide the best service possible and make sure your clients receive value, they will do a lot of the marketing for your salon. marketing for your salon.. All you have to do is close the sale.
What other tips do you have that have worked for you to get referrals for your business? We look forward to hearing from you.
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