Improving customer loyalty
08 March 2011
Today with so many salons how do you find customers and keep them.
A recent study showed that most businesses lose half of their customers not because of price but because they felt under valued. It is far more expensive to find new customers with marketing costs than to retain your loyal customers.Typically 80% of your business will come from just 20% of loyal customers, so the more of these customers we can keep the better and if we look after them well then their spend will increase further.
What can you do to be dramatically different at a time when cheap offers are everywhere.
The key is simple know your clients and look after them, think, 'What would make you want to come to your salon?'
It isn't hard to give a friendly warm smile as they come through the door - offer a drink and a magazine while waiting. if you don't have a receptionist leave a jug of water and glasses in the waiting area, some up to date magazines and information on the treatments you offer. They might see a treatment that inspires interest.
Ensure that the salon is clean and tidy, no one wants to be laid on a couch looking at dirty towels or paint work. A fresh lick of paint can do wonders.
Listen to what they actually want, for some customers it is the only time that they ever really get to chat about themselves, let them talk freely. They might be coming in every month for a massage but would love to try a new look in make-up or the latest treatment. Let them know about different treatments and what can be achieved with them.
A good therapist can give a customer confidence in her appearance, there is no price tag on this.
So often deals are out there to entice new customers but acknowledge your loyal customers with vouchers, special promotions, invite them in for expert talks. These be provided by product reps or local specialists, have a go at doing these without obviously trying to sell, have your diary discreetly at hand for anyone that does want to book.
Offer loyal customers incentives to bring a friend, eg Bring a friend and you both receive 20% off your treatment.
Rebook their next appointment, fill your diary now for next month and ask if they would like to take (buy) the products that you have used that day home with them.
Collect your customers information, e mails as well as phone numbers so that you can drop them a line if you have a gap in your diary. Send the message 'We have an offer for our special customers on………
On their client consultation form make a note of family, partners names so you can ask how they are. You could also ask if your customer would like their partner to have their wish list of treatments for birthdays/ anniversaries etc.
For those that use Social Media set up a group and communicate via the tool of their choice.
Send birthday and Christmas cards to your customer
Be just that little different - a pedicure with petals in or herbs. a flower on the couch, chocolate sprinkles on a latte, a glass of cave while having a nail paint. Time is so precious today with so little time to relax so make your clients with you total pleasure.
In a recent survey it showed that around 67% of women have some form of loyalty brand card.
Of these 61% responded to money-off rewards and 48% to relevant offers, in
the beauty industry we can hit the button in both of these areas.
If you have a complaint deal with it politely and quickly. Don't assume the customer will leave, you can change disappointment in to joy, perhaps giving a voucher or a free nail paint. Make sure that things run totally smoothly next time.
Do a customer survey to see what your clients think about your service and treatments and what treatments they might be interested in. Be prepared for their answers, you might not like everything you hear but at least you will know how you can keep most of your clients happy most of the time.
Don't forget, look after the clients you have, they will spend more but they will also recommend you to their friends bringing an ever busy path to your door. Good luck and let us know your success stories.
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