Is Getting More Referrals A Goal You Have?

Getting Your Guts Up To Ask

Obtaining referrals can be difficult if you're not used to asking. But once you've adopted the habit of asking you'll obtain enough referrals that it will be hard to follow up on them. A study conducted by Bill Bishop and Associates of Orlando, Florida found that 60-80% of referred leads buy stuff.  They buy an average of 23% more than cold suspects.  They are also four times more likely to refer you to other lead than cold prospects.  It clearly makes sense to ask for referrals.  I know, I know, its awkward to ask people for referrals.  All I can say to that statement is, GET OVER IT! If you've done a great job for a client and given it all you got, that person will be glad to suggest others that you can help.  But if you're not used to asking, even the phrasing of the question can be difficult. 

Make it your own, feel comfortable, and spit it out.

I have attended many classes on selling yourself and services.  They all give you guidelines to help with asking for referrals, but they always seem forced and ridged. REMEMBER- Your not asking them to join a cult or a pyramid scheme, your just asking for support.   It does help if your salon or spa offers a referral program. If your spa does not offer an incentive for referrals, ask the owner if you can develop something. For example:  If you refer 5 people, you get a free or half off facial.  Here are some samples to help you out. Take these samples and make them your own, you can add to or take away somethings, but get in the habit of asking. Try them out on your friends and family to see how it comes across.

1) Thank you so much for coming to see me Mary, you are such a great client. I wish I had more clients as loyal as you. If you have any friends as good as you are please send them my way.

2) You- Did you enjoy your service today Mary?
    Mary- Oh, I loved it, best facial I have ever had.
    You-  Thank you Mary that means a lot. Please tell your friends and family about me.
              I would love to give them the same service I give you. We have gift certificates available.....

3) Thank you Mary for coming in to see me, I hope you enjoyed your service. I wanted to let you know we are doing free skin evaluations and eye treatments now, so please tell your friends and family about that. If you have a referral program you can say: If five people come in and say that you sent them, then I will give you a free eye treatment for your next facial ( or whatever you and the owner decide).

4) We are running a special next month on chemical peels and eye treatment, if you can give me five emails of people that would be interested I will give you a 10.00 off coupon for your next facial. 

5) Mary- My friends have been telling me how great my skin looks.
    You- That is great Mary, I hope you are telling them about me? 


Avoid "Do you know anyone...."- it is easy to say "no".  Also, avoid telling your customer what your need is, i.e, to win a sales contest, or to hit your quota for the month. Put your request in the context of helping. Your approach should be comfortable for you. But whatever the approach, always ask.

Are You Likable?

The Likability Factor- How personality impacts your professional success.
Lets face it, life is a popularity contest.  Being an instructor I can't tell you how many times I have to talk to my students about this issue.  Some of you may be saying, "I am 30,40 even 50 years old, this had nothing to do with me."  Well, you are wrong.  I have had to sit students down twice my age and have a discussion about how they are in school to learn, they are not here to make friends, and how I can't make people like them.  I have taught long enough to know on the first day, which students are going to make it in this business, and it all boils down to their personality (aka. likability)  The Likability Factor is "the consistent ability to produce positive emotional experiences in other people."


The Problem
Oh, I'll tell you what the problem is.  Self-evaluation is the problem, no one does it.  "It's not you, it's me." No, it's you!   Year after year I have students graduate, and every year I have a hand full come back and talk about how they just couldn't make it in this business. I can tell you that 99.9% of the time, it's the person that always acts like they are better than everyone else, knows it all, and seldom smiles.  I preach from day one about the four factors that you need to succeed in this business are, skills, drive, likability, and knowledge .  We have all experienced bad customer service in our life, and we know how it makes us feel.  You can give an amazing facial, but if you don't smile, if you aren't easy to talk to, and if you act like you don't care, then that person is not going to come back.  In this business we have to adapt to different personality's, and sometimes you have to bite your tongue fake it till you make it.  If you are giving it everything you have, and you still can't retain clients, then you need to look at yourself and how you come across to others.  Keep an open mind, and ask people who you know, to be truly honest and tell you what they thought of you the first time you met.  We have all met people that we may have not liked the first time, but later we changed our mind.  It happens, the problem is, when you are trying to gain clients, and they are paying you money for a service, if they don't like you then they are not going to pay money to a person they don't like.  Who says, "Hey, you were really rude to me, and acted like you don't care, let me give you more of my hard-earned money."

The way people are
In the beauty service industry we are dealing with the most personal of all the senses, touch.  You don't just let anyone touch you.  You have to feel comfortable with that person, if you don't, then you will not enjoy the experience.  We all know how doctors have become. They get you in, listen to half of what you say, prescribe a pill, and get you out the door.  You leave saying, "he didn't even listen to me, what the heck just happened."  We can get that way too.  "Come on in and let me give you a half butt service, pretend I am listening to you, buy these products they will make you look 30 years younger, buy this package of services, now get out because my next appointment is here".  Am I right?
The Factors
An improved attitude will do more than just win you friends. By being likable, you gain as well. Professionally, likable people sell more, have less turnover and are less likely to get laid off.  Why?  People who like you will have a tendency to believe in you.

1) Friendliness- Learn to spot situations where you tend to react in an unfriendly manner, and ask yourself what the consequences would be if you were friendly instead.  Focus on your body language: Smile at a stranger, maintain eye contact during consultations, use good posture.  Make a conscious effort to smile and genuinely nice.  If you are in a bad mood, don't express it to your clients, they are not paying to hear about your husband, kids, coworkers, pain in the butt boss, they have problems of their own.

2) Relevance- Being relevant depends on the connection you share with someone.  With e-mail, and texting, we are loosing that human interpersonal connection.  We are becoming cold, detached, and impatient.  Increase your quality of communication with your current friends by calling them, scheduling real face time.  When I started out, I called all of my first time clients, or anyone that purchased something, just to make sure their skin or product was working for them.  It is a simple gesture that makes you stay relevant.

3) Empathy- Learning to recognize and understand others feelings, that means being a good listener and paying attention to non-verbal cues.  Go out of your way to remember the clients you meet and your conversations with them, When you remember others, they know that you value them.

4) Realness- Be genuine! You need to be true to yourself.  Define your values, and let them guide your life. Be true to others by giving them credit when it's due, admitting your mistakes and being open about your dreams and fears. Know who you are, so people can know you.
It is so important to do a self-evaluation.  You may not like what you find, but in order to grow we have to know. :)