Finding and retaining new clients presents a continual
challenge for salons, regardless of their size. Although
advertising has always played a large role in attracting
new clients, itʼs becoming increasingly expensive and less
effective for many salons. Salon owners and individual
hair dressers alike will agree that the easiest, most cost effective
way to find new clients is through work-of-mouth
referrals.

It may seem obvious, but itʼs easy to forget that
simply devoting a little time and energy to spreading the
news about a salon is all it takes to kick-start the word-of mouth
cycle. Here are some easy, low cost tips that can
pay big dividends when putting them into action.

FOLLOW MONEY
Each time Salon Owner or Managers writes a check,
pays cash or uses their credit card, they should leave
their business card and have their stylists do the same.
On the back of the card, provide an incentive – such as a
discount or a complimentary service or product – to entice
the person to call and make an appointment. Improve
effectiveness by practicing a 30-second sound bite that
conveys who they are, what they do best and how they
would like to address their haircare needs.

WORK THE ROOM
Community meetings and social gatherings are a natural
place to meet business professionals who may become
trusted clients. Always have business cards with and stay
aware of casual, off-the-cuff marketing opportunities that
arise. Chances are good that the people they meet in
these environments will remember them and tell others
about their salon, thereby jump starting a succession of
word-of-mouth referrals.

JOIN A WORD-OF-MOUTH NETWORK
The buzzword in the business world is “word-of-mouth
referral organizations.” These organizations gather either
weekly, bi-monthly or monthly for the sole purpose of
developing trusted relationships between each member,
with the main goal of referring new business to one
another. The dollar investment in the group will be little in
comparison to the return you will likely receive. Setting
the standard of excellence for other referral networks in
Business Network International (www.bni.com). BNI has
more than 20 years experience in fine-tuning word-of mouth
marketing. Visit the Web site to find a chapter in
your area.
So, take action. Salon Owners & Managers need to look
for opportunities to spread the word about their business
in all different social settings and occasions, whether itʼs
within a word-of-mouth network, during a simple business
transaction or in a casual situation