Imagine for a moment that you are looking for a social media marketer to help you grow your business . You do research , you speak to several companies who each tell you why they are the best solution for your business , and you end up more confused than you started . They each have a great website and their work looks promising . They each have been in business for a good amount of time , but there is one big difference between the companies ... one of your closest friends uses one of them and cannot stop singing their praises . You have seen for yourself the success she ’ s found with this company . So , who are you most likely to choose ? Of course — you are more likely to choose the company that comes equipped with a personal referral and an exciting testimonial . The same is true for your business , and spas and resource partners alike will benefit from implementing these simple strategies .
THE BEST COMPLIMENT Referrals are important because most of us trust the recommendation of a friend or family member — or even just someone who is looking for the same kind of product or service that we are . But how can your spa or business easily ( and tastefully ) ask for and receive referrals ? Here are a few of my favorite ways :
� Partner with other local businesses that are willing to make referrals . Partnerships can be a huge asset to your business . Just think for a minute about the hotels or inns located in your area that do not have spas . Creating a relationship with these businesses and treating them like gold so that they will make referrals is easy and effective . Or how about creating a referral program with the florist up the street ? You share their information with your customers , and they do the same with theirs . Flowers and spa are a great partnership .
� Create a customer referral program that rewards referrals — after all , everyone likes to get a little something extra . I like a “ give and get ” program : Refer a friend or family member and they will get X number of dollars or X percent off their first appointment . Once they have received their first service , you ’ ll receive X off your next visit .
� Create an email campaign post-service that includes a contest ( this can even be part of the post-treatment email ). In this contest they refer one friend and if the friend books and receives a treatment in the next month , they will be entered to win a prize of some kind . And when it comes to the prize , make it juicy ! Remember , we want these referrals , so it is worth forking over a meaningful reward .
� Offer an incentive to your best customers — you know who they are : those top 50 customers who spend the most time and money with your spa or company . These individuals are the backbone of your business . They already like you , know you and trust you , and they will be happy to be your brand advocate . Human nature , of course , makes them want something in return . Offer an incentive to them and make it a good one : 50 percent off or a free blow out with your next service , for example . Send a special email to these customers letting them know they are important and help you sustain your business . Let them know how much you value them and their referral . Once you have people offering referrals for your business , your next focus can be on getting testimonials from these same customers , making referrals to their friends , family and colleagues .
HOW TO GET TESTIMONIALS AND HOW TO USE THEM SO THEY CAN BENEFIT YOUR BUSINESS ? Simply put , your customers trust each other just a little bit more than they trust you . Of course you think your services are amazing ! But to hear others talk about how amazing your services are in a testimonial will instantly help establish your business ’ s credibility and make potential customers feel more comfortable booking a service . So , how can we get credible testimonials ?
� In your post-service email campaign , be sure to either insert a brief survey or a spot for a review . You can ask permission to use any as testimonials , but be sure to dig a little deeper so you can get something more genuine and heartfelt .
“ People buy from brands they like , know and trust . One of the quickest ways to establish that “ like , know and trust ” connection is through word-of-mouth referrals .”
OCTOBER 2021 � PULSE 43