In addition to retaining existing clients, building a steady stream of new customers is essential for your salon or spa to thrive. But so is keeping your marketing budget in check. This is where referrals become invaluable. They’re not only highly effective for attracting new clients, but they also come from a trusted source (your existing clients) for little or nothing. 

Referrals, or word-of-mouth marketing as it is commonly known, can be a game-changer in the salon and spa business, where relationships, trust, and word-of-mouth mean everything.

When satisfied customers talk about their experience, their friends and family may book an appointment with your beauty business. When you encourage referrals as part of your marketing strategy, you can increase retention, reduce marketing costs, and grow your client base organically. 

In this article, we’ll walk you through how to get more referrals in eight practical ways without coming across as desperate or pushy. 

Tip #1. Create exceptional customer experiences

The foundation of any successful referral strategy is a memorable customer experience. Satisfied clients are more likely to talk to others about your salon or spa. When customers, new or existing, walk into your salon or spa, every interaction counts — from the warm welcome at the front desk to the meticulous attention to detail during their treatments.

Here are three ways to improve customer experience:

• Train your staff. Train your staff to be friendly, attentive, and knowledgeable about customer satisfaction and your business processes. One positive interaction can leave a lasting impression. 
• Focus on ambience. Keep your space clean, tidy, and relaxing. The right setting can enhance the overall client experience.
• Personalise services. Tailor your offerings to suit the specific needs and preferences of each customer. Use beauty management software like Splice to keep track of client preferences and notes for future visits.

Read: How you can improve customer experience in your salon or spa. 

Tip #2. Make referrals part of your brand

Another effective way to get more referrals for your salon or spa is to make it a core part of your brand. Don’t shy away from any opportunity to encourage people to talk about your beauty business. 

The following are three ways to naturally make word-of-mouth marketing a part of your beauty business: 

• Encourage referrals in your advertising materials. Everything from flyers to social media posts should clearly encourage referrals. Simple phrases like, “Loved our service? Feel free to refer friends!” or “Receive a discount for every referral” can go a long way. 
• Add a referral link to your website. This link will make it easy for your customers to share their experience with potential customers. The easier you make it for them, the more likely they’ll do it! 

Splice tips: Your brand voice should be warm and inviting, encouraging customers to spread the word without feeling pressured.

Tip #3. Ask for referrals directly 

Sometimes, all it takes to gain a referral is to ask. Many clients may be willing to refer their loved ones, but don’t think to do so unless prompted. It’s your job to remind them. Train your team to do the same. 

Keep these three tips in mind when asking customers for referrals:

• Get the timing right. The best time to ask for referrals is right after a client has experienced a great service. They are likely still feeling satisfied after their visit.
• Be direct. Approach the conversation in a friendly manner. Let them know that you appreciate their patronage and would love to offer your services to their loved ones as well.
• Follow up. After their appointment, send a personalised thank-you email or SMS, including a gentle reminder about your referral program. Splice management software can automate this for your beauty business. See the image below: 

Tip #4. Launch a referral program

A structured referral programme can incentivise clients to spread the word about your services. 

A referral program essentially describes giving returning clients rewards like discounts, cashback, freebies, etc., for referring customers to your salon or spa. 

To make the most of your referral program, make sure:

• The program should be easy to understand.
• The details are concise and easily accessible.
• The referral process should be short (one or two steps should be the maximum).
• Offer enticing rewards in exchange for referrals, such as discounts on their next visit or exclusive products. 
• Promote the program across available marketing channels and track progress. 
• Automate your referral program with Splice software. See the image below: 

Read: Customer Loyalty Programs In Nigeria: How To Build One And Why They Work

Tip #5. Take advantage of social media

Social media platforms like Instagram, TikTok, and Facebook are powerful tools for generating referrals. Even one client sharing their positive experiences with their followers can greatly expand your reach and bring in new people.

Here are three ways to use social media to drive referrals effectively:

Encourage customers to share. Ask clients to tag your salon or spa in their posts about your business. Create a specific hashtag for your business to track posts easily.

Share user-generated content (UGC): Repost content your clients share that showcases your services and their experiences. This not only builds community but also acts as authentic advertising.

Post client testimonials. Positive reviews can significantly influence potential clients’ decisions. Make it easy for your satisfied clients to share their experiences. See how you can ask clients to give you reviews. 

Tip #6. Host events or special promotions

Occasionally, host events or special promotions and encourage your customers to bring friends and family. Put effort into marketing and creating a buzz around your salon or spa and the event.

The following are three event ideas:

• Open house. Invite clients to bring friends to an open house event where they can experience mini-treatments or get free consultations.
• Seasonal promotions. Offer referral discounts during holiday seasons or special occasions. Promote these events through your email list and social media channels.
• Themed workshops. Organise workshops on beauty techniques or self-care that clients can attend with friends. 

Tip #7. Partner with local brands

Collaborating with other local businesses expands your network and generates more referrals. You can refer clients to each other, creating a mutually beneficial relationship.

Best practices for partnering with other businesses for referrals include:

• Find the right partners. Look for brands that complement, rather than compete with, your offerings. For instance, if you run a hair salon, consider collaborating with nearby makeup studios or wellness centres.
• Take advantage of cross-promotions. Create special offers for clients who visit both businesses. For instance, your spa could refer clients to a gym, while they send their customers your way for spa treatments. 
• Host joint events. Host events together that can introduce your services to a new audience, such as fitness classes followed by mini spa treatments.

Tip #8. Train your staff

Your staff plays a crucial role in generating referrals. Ensuring they are well-equipped to encourage clients can make a significant difference.

Some strategies for using staff to increase referrals include: 

• Educate your team. Educate your staff about the importance of referrals and how to ask for them without being pushy. Role-playing scenarios can be an effective training method.
• Incentivise staff. Create an internal referral program that rewards staff for bringing in new clients through their recommendations.

Conclusion

Getting more referrals for your salon or spa is a strategic process that involves creating exceptional experiences, actively engaging with clients, and using technology effectively. By implementing these eight practical tips, you can encourage your customers to become enthusiastic advocates for your business.