A lot of time and energy can be spent marketing to get new clients in the door and although when you need business this seems like the logical thing to do but what about the acre of diamonds in your back yard, your existing clients. These are the people who already love you and see value in patronizing your salon and they have friends just like them. Yes I am talking about referrals. Now before you say that you already have a referral program I want to challenge you to be honest with yourself by asking just how many new clients you’ve had as a result of your referral program?

I want you to get your clients talking about your salon again, a new rush of activity and a new surge of ideal clients!

Now before I tell you how to promote referrals, I want to share a quick story about my learning lesson, which I know a lot of you will relate to and will help you understand the power of implementing a new referral strategy.

I had been cutting this clients hair for over a year when one day I saw her in the mall and she had a new look and it wasn’t mine. Awkward as it was we chatted and I discovered that she had been walking by a salon and saw this new cut in the window when she stopped in and asked to have it done. She explained that she didn’t know if I could do it!

Imagine my shock when I found her so easily lost when I was at the same cutting class and was fully capable of initiating her change! After my ego quieted I examined our time together.  I had mentioned the class but I had not given her the reason to get excited that the other salon did and I didn’t bother mentioning that specific cut because she never wanted change.

Now, even if you are telling your clients about what’s new in the industry, how are you promoting it?  I mean promoting to get new clients? If you want to new clients from the one in your salon you have to give them a reason to talk about you. Ask yourself what your client would be sharing with her friend after a visit with you?

Consider the following when you want to get your clients excited about your salon, keep them loyal and get them talking to their friends about you again.

1.     The first and most powerful step is to have the conversations in the client visit that peaks their interest. Step 9 in the Standard of Service (Salon Operating Systems tool for salon branding) is called “industry trend updates”. It is a script technicians use to educate clients on what’s new in the industry, classes they have taken etc. Even if your client doesn’t want change they may tell their friends about your conversation.

2.     The next step is using the other avenues of communication in the salon to promote these updates like your website, emails, signage, and telephone messages.  Make it easy for clients to pass on the information!

Anything you do to educate your clients gives them the opportunity to get them excited about the client visit and rave about your salon.

If you want to start the 2010 salon marketing classes visit  http://www.sossalonoperatingsystem.com and sign up today