Predictable Growth: The Referrals Multiplier
• Written by Colin Shove
If there was a formula to increase your income by tens of thousands per year, that involved no extra work, no extra time, boosted your staff morale and cost nothing, would you want to know about it?
Fortunately there is, and it is really quite simple. Unfortunately it feels a bit more like a “Kale” type thing as opposed to a “Chocolate” type thing, and let’s be honest most of us prefer a bit of chocolate.
Don’t stop reading! The Chocolates coming...
The answer is Referrals. Like a lot of “Kale” type things it’s not the most exciting answer but the results are astonishing.
Referrals are a conundrum; we all love receiving them, yet don’t like asking for them.
Given three choices, which would you choose?
- A New Walk in Client
- A New client recommended by an regular client, who you know and like.
- An empty diary space.
When you get a referral It feels so much easier, they trust you from the start and your recommendations are more likely to be accepted. Rapport is reached quickly and referrals rebook more often. Your sales increase and it just feels so great! A genuine compliment and a boost to your morale!
If it feels so great, and there are so many benefits, why is asking for them such a struggle? I have asked this question many times and answers include just a handful of variations.
Our clients might think us a bit pushy and feel uncomfortable, or even worse, think we are desperate. We might lack the confidence to ask or fear being rejected if we do. Maybe we don’t really know how to ask, what to say and when?
So an easy, reliable and consistent way to get more referrals would be good. Which is why I am going to share the Referrals Multiplier Framework.
It's a simple three step process:
- Ask
- Remind
- Record
Ask - as with most processes getting started is the hardest part. The second hardest part is doing it again and consistently. I find the most efficient way to do this is to repeat the same process every time regardless.
Your client will be more receptive during the appointment as opposed to when she is paying and or getting ready to leave. At that point she is thinking about what comes next in her day. We see the most engagement when the conversation is started during the appointment so start then.
Frame your conversation so that it has some relevance and avoid just diving straight in with “Can you recommend me to your friends please?” Which will almost definitely have little or no impact.
Introduce into the conversation that you are looking to attract more clients, and tell your client why. It may be that you are new, recently qualified or maybe you have increased your hours and are working on increasing your clientele. You may be the salon manager, but have some team members needing more clients.
Involve your client in the process. Once the conversation has been started politely ask if they would be kind enough to pass your details to any friends, family or work colleagues who may enjoy using your service?
Remind - most (if not all) of your clients will politely agree to help you with a referral, but it is easy to say something in the moment and simply forget. Send a follow up to your client a day or so after their appointment. Use a simple and short template thanking them for visiting, ensuring they are happy and include a gentle reminder asking them for a referral. Use salon software to automate this process by email or text.
Record - when new clients visit, create a habit of recording where they heard of you. If they are referred, ensure you record the clients name who recommended them to you and drop them a line to thank them. Don’t forget to also add a note to their record card so next time they visit, you can thank them for the referral ideally using the new client's name.
A referral is so much more than just another client walking through your door. It’s a seal of approval, and a chance to build a stronger, more vibrant client base.
Implement The Referrals Multiplier Framework and start accelerating your growth. Remember, every happy client is a chance to grow your business. Let’s make the most of it!
The Salon App is booking, management and marketing software. We specialise in working with salon businesses only, ensuring that we help our clients to attract, retain and win back clients while removing the guesswork from day to day management and marketing. To find out more book a demo here
