Mission 21 The Perfect Close part 2. The Referral program
A great close includes a great referral program. Here is one that I suggest.
Simply say, “Mrs. Jones, I really enjoyed doing your hair today. I would love the opportunity to do more people just like you. In fact, I will send you a $20 gift certificate for every client that you send to me as my way of saying thank you for the referral. Here are several of my cards, which also include an incentive for your friends.”
This program works! We live in an instant gratification society. We want it now. This program rewards clients much quicker than the old standard of “Send me three clients and I’ll give you a free haircut.” By rewarding your clients quicker, they are more likely to keep sending you referrals.
Often stylists worry that this is somehow discounting their service, or that clients will spend less because of the certificate, but remember even Nordstrom has sales, and in truth, clients nearly always spend more money when they have a gift certificate. Usually a client will think, “Hey! With this gift certificate, now I can get my color done too!” It is human nature to spend more when we have a gift certificate. I am part of Barnes and Nobles rewards program and frequently they will send me $10 reward certificates. When I go into the bookstore to spend the certificate, I always come out with more than I intended. Why? Because the gift certificate is my justification for spending more.