Are client referrals helping your stylists work to their full potential

How often do you hear hairdressers moaning and blaming their bosses about being quiet? But salons are collections of individuals. Every hairdressers is ‘the business’ – and individually responsible for attracting new clients, says Antony Whitaker. Most successful salon owners will agree that, regardless of advertising, around 70% of new clients come from referrals from existing clients. When I was still a salon owner, a young man called Sam applied for a job in my salon. I wasn’t looking for anyone new but something about him impressed me so I offered him a temporary position over November and December, and told him if he built up a clientele then I would consider taking him on permanently. About a month after he started, my receptionist made a chance remark that she had never had so many requests for a new stylist as she was getting for Sam. My curiosity piqued, the next time I had a spare five minutes I watched him at work. He cut hair well, but then so did everyone else in the salon. He looked good, but nothing out of the ordinary. He made sure the client had a good experience, but that was the culture throughout the salon. And then I saw it. It was so simple that I’d missed it initially. He asked for referrals. Every single time. When he finished a client, after asking how she liked her hair, he walked her to the reception and as he did he said: ‘I’m so glad you’re happy with your hair today. If you have any friends, family or colleagues who need their hair cut, I would love to look after them for you. In fact, I am going to give you a couple of cards with my name on them and I’d really appreciate it if you gave them out.’ What was spectacular about Sam was that he did this with every single client. And he continued to do so for the whole time he worked with me, even after he had become the busiest stylist in the salon. He took responsibility for his own column and he worked hard to drive up his clientele, and your stylists can  do the same. Make sure your stylists each have cards with their names on. If your salon has a refer-a-friend programme, make sure all stylists show this to your clients. Stylists should actively and positively ask clients to talk them up to their friends. You could have a salon full of Sams.   Antony Whitaker is the ultimate educator and motivator, with a worldwide reputation based on more than 30 years’ experience in the hairdressing industry. Check out tour dates for Antony’s business seminars in March, April and May www.growmysalonbusiness.com