The central factor of any business is not what they sell no, when we talk about building a strong business the most important thing in it is their clients.
I'm amazed of how many beauty professionals don't know about a client list or stay in touch with the people that will continue to spend money in their salons. And just to make sure we understand a client and a customer are not the same thing. Notice how the words aren't spelled the same, that's always a clue to something being different.
Okay, I'm messing around with this, but a customer has come in once and clients are those that continue to come back to you.
A client is not a one time customer which brings us to this point ... do you happen to know what your ‘lifetime client value' is for each of the people that come in to see you? Have you ever heard that there is such a thing as ‘lifetime client value?'
Have you ever known that it cost 5 to 7 times more to bring in a new client than to really care for the ones that you already have? These are significant things to understand and let me tell you that businesses that excel know how to calculate what each client is worth to them. That's how you understand how much you can splurge on them and still be profitable.
I won't get into the ‘lifetime client value' now as I have an in-depth article already on my web site for you to read but let me say this, that each of your clients are easily worth $2500 without me even doing any math. Now I bet that makes you consider them quite differently doesn't it?
Okay, let's look back at the subject of generating a client list for each and every woman that stops in to see you. Yes, even the first time visitors! It's easy and you can make it a fun thing to do. Of all the times you've gone to a doctor or dentist for the first time and what do they have you do? Fill out some paperwork, so how about if you have a simple form ready to get their name and phone number and how about an email address?
If they are resistant on the email address, tell them that you send specials as they become available and this way you can contact them. And let them know that you won't mishandle the data in any way, shape or form.
You can write a simple statement like this:
We respect your privacy and will not even think about selling any of your information. Scouts Honor!
That's all there is to it, just give them your promise ... and then – keep it.
Now since you have started to produce your list there are many other kinds of things that you can do to stay in touch with your clients to keep them up to speed on various specials on products, or coloring, or styling. Whatever deals you want to create. And on a schedule that you set up just sent an email to them.
Include some kind of tips of some kind of taking care of their hair or something new in the shampoo world, or whatever tool that is new to the market and how it does wondrous things to their hair. The essence of it all is to continue to keep in touch with your clients; then guess what begins to happen? They can't wait to hear from you and that means that they're excited to come in to do business with you more often. Wouldn't that be cool, I bet you'll hate that.
I want to make this clear to all beauty professionals ... there are many things that you can do economically for your clients that will postively make them loyal to you. All you need to do is start that client list.
Now if you need some more guidance right now with this or other strategies in marketing then CLICK HERE right now.
well written and very interesting article. i hope the right people read this, and follow your tips. thanks for sharing, and i hope you continue writing,
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