How a salon gets new clients through recommendations
· 3 min read
Ask a small salon where its clients come from and the answer is usually the same: friends, colleagues, a sister who already goes there. Word of mouth costs nothing and brings people who already trust you. The problem is that most studios leave it to chance.
Why recommendations work so well
A client who comes on a friend's advice has seen the result on someone they know. They arrive with trust and realistic expectations, and they are more likely to come back. That is why it pays to help word of mouth along instead of waiting for it.
Ask at the right moment
The best moment is the end of a visit that went well, when the client looks in the mirror and smiles. One simple sentence is enough: "If any of your friends are looking for someone, I would be glad to see them." Asking a month later by message works far worse.
Make it easy to pass on
People recommend what is easy to share. Give them something to forward:
- Your booking link, so the friend can book in a minute without calling.
- A short card at the reception with your name and the link or a QR code.
- A message they can forward, for example after the booking confirmation.
The link matters most. If a friend has to call during working hours, the recommendation often dies on the way.
A reward for both sides
A reward helps, and it works best when both people get something:
- the new client gets a discount or a free add-on on the first visit;
- the person who recommended you gets the same on the next visit.
Keep it small and simple. A reward that needs an explanation will not be passed on. Give the reward after the friend has actually come, not after a promise, so the program pays only for real clients.
Keep track of who came from whom
When a new client books, ask who recommended you, in the conversation or in a note to the booking. It shows which clients bring friends, and those are the people to thank first.
Google reviews: word of mouth for strangers
People without a friend to ask read reviews. Ask for a review the same way as for a recommendation: right after a good visit, with a direct link so it takes under a minute. Reply to every review, the good and the bad.
To get clients from Google in the first place, add a booking link to your profile: here is how to do it. And if your clients find you on Instagram first, see how to turn followers into bookings.
How Termeva rewards recommendations
Termeva works on the same idea. When a studio invites another studio with its personal link, the invited studio gets an extra month of the Salon plan, and the one that invited gets a month of Salon free once the new studio has 10 bookings from clients through its site, up to 12 months. Details are on the pricing page.
Questions
What reward works best for salon referrals?
A reward for both sides works best: the new client gets something on the first visit and the person who recommended you gets something on the next one. A small discount or a free add-on is usually enough.
When should I ask a client for a recommendation?
Right at the end of a visit that went well, when the client is pleased with the result. Asking weeks later by message works much worse.
Are Google reviews part of word of mouth?
Yes. People who were not recommended by a friend read reviews instead. A short review request with a direct link after the visit brings reviews steadily.
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