Referrals Part 2: Keep Massage Clients Coming
Referrals can be the backbone of your word of mouth efforts to market
your massage practice. Last month we talked about good
tools to support your referral program, and ways to use them. This month we'll dive
into the use of incentives and techniques to keep track of your referrals.
People respond to being appreciated. Be sure you nurture clients, professionals
and friends who refer to you.
Thank them! Be sure to take time to thank anyone who refers
to you! People really feel special when they receive a thank
you card in the mail. This may be even more important for some people than a
reward.
Formal reward program. Providing
an incentive may be the nudge clients need to become a valuable referral
source for you. Let clients know ahead of time that there are incentives
for referring. Ask them to write their name on the referral cards
they pass on. Maybe you could create a “gold star” list
of clients who receive a discount or free gift in appreciation of
a certain number of referrals.
Peter Owen and Catharina Kiaha, LMT, do it this
way at Alegria Bodywork and Day Spa. “We print up specific business cards that say Referral Program on the front. There is
a line for the referring client to write their name, and a space
for the person who brings it in. Both get a $10 or $15 discount,
depending on the service.”
Informal reward program. If
you want to keep it casual, once you see that a specific client has
referred, say, five people, call them up, send them a postcard or
simply bring it up in the next session. Tell them you appreciate
it so much that you want to acknowledge it with some kind of special
thank you or reward.
Kerri Calver of A Better Balanced Body told us, “For referrals,
our therapists handwrite a Thank You card to the client who referred,
and give them $10 off to use the next time they come in.”
To make your referral program work, you need a system to track them
and follow up.
First, be
sure to ask new clients where they heard about you. If you don’t have a line for this question
on your intake form, consider adding one.
As soon as
you have a chance, attach a note to the referring client’s file so you will remember to acknowledge the referral
with a thank you or reward.
Make it part
of your weekly schedule to acknowledge your referrals.
Evaluate your
program. Keep a
record of the costs of free or discounted services, and how many
new clients have come into your practice due to your referral program.
After 6 months to a year, review your records and compare the costs
to the number of new clients.
Adjust/correct. If your reward
or incentive tools are working well for you, keep developing them!
If a tool is costing more than it brings in, try something different. Here’s how one practice is exploring how to make their reward
system work for them.
Christine Stites of Reconnect Therapeutic Wellness, LLC told us, “We
used to send a gift certificate for a free massage after a customer
referred three people. That got too costly so now we simply send a “Thank
You for Your Referral” card. Soon we may start sending a $10
off coupon clients can use in their next session, or save up to use
for a full treatment. Our number one advertising is our clients!”
Remember, the people you talk to — your clients, other health
professionals, friends or family — are your referral system! You’re
not just talking to them, but to all the people they mention your name
to.
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