It’s probably no surprise to hear that shopping habits have 100% changed in the last year. You might have even noticed it in yourself: you’re ordering more online, maybe being a little more careful with your money, and looking for value above everything else, right?
You’re so not alone in that. Consumer behavior underwent some massive shifts in 2020 and continues to change to this day…meaning we need to take a deeper look at what’s working and what’s not in our businesses, especially our referral programs.
Clients now want more personal service and an in-depth touch, not feeling like they’re in a hair factory. The industry’s been moving in this direction for some time, but 2020 really put this evolution into high gear.
And as we enter 2021, there’s never been a better time to take a deep dive look at your referral program because it’s one of the most important elements of your marketing funnel.
But because of shifts in consumer behavior, the way clients find, recommend, and pick stylists has changed a LOT in the past year.
So today on the blog, we’ll walk you through 5 questions to help you step back and reflect on what worked and what didn’t in your referral programs in 2020, and decide how it can shift in 2021.
If you can, journal through these questions as you read each one. There’s no right or wrong answer here; it’s all about discovering what works for you!
What worked in my referral program last year?
First, write down everything that worked well in your referral program in 2020. Think about what your clients loved and what really resonated with them. These are things you probably want to keep in your referral program moving into 2021.
This might be hard to think of, so if you can only think of a few things, that’s okay. Also, you might have a really long list if you were able to work much of last year or a really short one if you were in an area that had a long shutdown, don’t worry.
What didn’t work in my referral program last year?
Think back over the feedback you got in 2020. If you were under a mandatory shutdown for a long time, it might not be a lot, but you definitely got some, right? What were some comments you kept hearing over and over?
For example, many stylists heard something like this when they mentioned their referral program: “Why would I refer someone? It’s hard enough already to get in to see you.” If just one or two clients say that, no big deal, right? But if a lot of clients mention this, it might be a sign that your referral program and your schedule isn’t working.
Make a list of things that didn’t work in your referral program last year, whether clients brought it up or if you noticed just wasn’t wowing them.
Does my target market like my referral program?
Ah, the big question. You’ve probably done tons of work to make sure you’re attracting your dream clients to your chair, right?
Imagine you’re presenting your dream client with your referral program pitch. You explain how it works, the perks, and the rewards. Would she shrug and go back to scrolling her phone or would her eyes light up as she thinks of all the people she’s going to send your way?
Haven’t nailed down your target market yet? We dig into how to find yours in Thrivers Society!
What can I change to make my target market love my referral program?
If your imaginary dream client is back scrolling through Instagram, take a hard look at your referral program. What changes can you make to move her up the scale from “eh” to “Ohmigosh!”
Come back to who this person is at their core. Look at the values you both have in common. Remind yourself why they decided to show up in your chair of all the chairs in your community.
As ideas come, write them down. Don’t judge them, don’t edit them, don’t cross them out with a “That’s stupid.” Instead, put the list aside for a while (at least an hour!) and come back later with fresh eyes. What stands out to you? What new ideas come to mind? Write them down.
Can I make my referral program work smarter, not harder?
Real talk: your referral program should run super smooth. If it’s not, chances are it’s working harder, not smarter.
Write out all the pieces of your referral program or, if you already have this written somewhere, pull that piece of paper out. Where is the program confusing? Are there any pieces that are missing? Where do clients start to fall off on making referrals? How can you make the entire system simpler?
See where you can streamline your process to make it easier on you, more fun for your clients, and profitable for your business.
Referral programs are key to your marketing funnel and creating a successful business. Take some time today to journal through these five questions to make sure yours is ready for 2021!
Need a little help with your marketing funnel? Click here to download the free Hair Stylist Marketing & Retention Funnel Guide!