Improve client retention in 5 simple steps
Posted on 18th June 2015 by Fleur Murphy
Coaxing back clients time and again is one of the key factors that drives the success of your business.
Often, it doesn’t matter how good your offering is: the right vibe in-salon is essential. You’ll need to create a welcoming atmosphere while providing a sense of exclusivity that your clients can’t resist.
Achieve this balance and you’ll soon start to reap the rewards: clients will want to treat themselves more regularly and will keep coming back visit after visit.
1. Know who you are
Understanding who you are and what’s important to you is the first step to keeping clients interested. Are you a high-end beauty clinic that offers a premium service? Or a laid-back barber shop with a mellow vibe? If you live and breathe it, your clients will feel it, and they will start to feel a sense of belonging.
2. Know who your clients are
It’s essential to get a firm idea of exactly who your clients are so you can ensure you’re sending the right message. Knowing their name, phone number and email address is key – a strong database is your most essential marketing tool. Access to these details will enable you to send personalised email and SMS campaigns that will resonate with your audience.
3. Know how your clients feel
To build a truly meaningful connection you will need to understand your clients’ world view. Take the time to really listen to what they have say – about their life, their joys, their deepest fears. This will help you unlock the best way to connect with them visit after visit – and will enable you to tailor your offering to truly meet their desires.
4. Be inclusive
Now that you’re armed with a powerful combination of self-awareness and client knowledge, you can fine-tune the way you work to create an authentic and genuine atmosphere. Work on those finishing touches you know your clients will love – it could be as simple as offering them their favourite brand of tea as they get settled in the chair.
5. Be exclusive
Once your clients feel completely at ease, they will find your charm irresistible – particularly when it comes to exclusive benefits. Make them feel they’re accessing something special with a membership program that provides their favourite services at a manageable ongoing price. It will keep them coming back for more, and increase your profits into the future.