It is a proven fact that marketing to get new clients has the highest success rate and the best return on your dollars when targeting the ideal client. Many salons and spas struggle to determine who their ideal client is when the answer is sitting in their chair, literally.

But the challenge is that many of our long term loyal clients stop referring over time. I recently surveyed clients who had been patronizing 3 different salons for more than 5 years asking them why they stopped referring and this is what they had to say:

1. They are fairly content with their service and see their visits as maintenance
2. They don’t want to share their time with you for fear of losing their spot
3. They aren’t really that impressed but are afraid to change salons
4. They see how busy you are and don’t think you are looking for new clients

Whatever their reason may be we want to get these ideal clients referring once again. Here is a strategy you can use and all you need is some organization, a system to implement the new procedures and a way to monitor it’s success.

• Begin by surveying your clients anonymously asking them why they have not referred your salon in the past
• Ask them what would get them excited enough to tell their friends about the salon or their service provider
• In the survey, include your standard of service (client experience in detail) and ask them what they love about it and how you could improve it
• Ask them how they would like to be rewarded for referring

One of the benefits of conducting a client survey is that you get to focus the clients attention to your outstanding Standards Of Service and client experience, validating just how wonderful they are treated in your salon. Clients need to be reminded how your business goes above and beyond to ensure a positive visit that sets you apart from your competitors.

You also gain valuable insight into how your clients view your business. Now although you may not incorporate all the suggestions, you have been given a golden opportunity to tailor your referral program, your service menu or your client experience to get your clients excited once again.

By preparing your staff with the tools to support your referral program and the scripts and procedures to implement it into each and every service visit you will be attracting ideal clients with your salons most valuable asset, the existing client!