Research context and limits
Nielsen’s September 2021 global online survey of more than 40,000 consumers reported that 88% trusted recommendations from people they knew. The publisher article appeared in November 2021. This measured trust, not referral conversion or a local-business booking result.
Source: Nielsen 2021 Trust in Advertising
The examples, questions and suggested actions in this article are IMS recommendations, not additional findings from the research.
Make the introduction easy to explain
Imagine a gym member who wants to bring a friend but cannot remember which trial class suits beginners. Asking them to explain your timetable, membership options and sign-up process gives them a lot of work.
A short, useful page can answer the basics: who the first session is for, what to expect, and how to ask a question or reserve a place. The member can forward the link in their own words.
A salon might explain its new-client consultation. A wellness practice could outline what happens during a first visit. A med spa can explain how someone arranges a consultation without asking an existing customer to make treatment recommendations.
This is an IMS application of the finding, not a tested result from Nielsen’s survey.
Choose a natural moment to ask
When a customer volunteers positive feedback, you can make a simple invitation: “If someone you know is looking for this service, here’s a link you can share.”
Keep the invitation optional. Let the customer share the link rather than asking for a friend’s private contact information. Start with a clear introduction before adding incentives or a complicated referral program.
Give referred inquiries an owner
Decide who responds when someone says a customer recommended you. That person should be able to explain the service, answer the next question and help with booking.
Keep a small log with the referral source, inquiry date, requested service, next action and eventual outcome. If someone does not book, record the reason when they choose to share it. Availability, price and service fit can each require a different response.
Choose your next useful check
Review the log regularly. Are people struggling to understand the first visit? Are introductions arriving when no appointments are available? Are inquiries waiting for a reply?
Those answers are more useful than assuming that trust alone will fill your calendar. Make one change and check whether the experience improves for the next group of referred customers.
Find a useful place to start
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