Don’t focus on the competition, focus on the customer. Focusing
on the competition results in small incremental shifts. Focusing on the
customer, changing that dynamic can have exponential results. In today’s
digital age with billions of pieces of information available to everyone the
customer is much savvier. They can look up information in a few keystrokes or
phone swipes. The customer has taken over the power. Customers are paying way more attention to
what other customers are saying over what companies are saying.
By focusing on customers and asking yourself, How do I solve
a really big problem of theirs? In our
business problems can be things like appointment availability, nail challenges
or value challenges.
How can you manage your work schedule to accommodate what
your client needs are? If you don’t want to work a 12 hour day why not look at
opening early for the before work crowd, working till noon, for the lunch
timers and then going back after 5 for the clients needing evening appointments.
This leaves you with a few hours midday for banking, bookkeeping, supply
shopping, visiting with a mentor, helping at your child’s school. Whatever it
is you may need to attend to can be done in this window of appointment free
books. I usually like to take Mondays and Wednesdays off but believe me when I
tell you if a client needs in, I make it happen. If I’m not willing to solve
this problem I don’t earn their business. Do clients try and take advantage,
sometimes, but because I respect their time, they respect mine. You don’t build
a huge clientele by not being a little flexible.
With nail challenges, are they trying to
improve their natural nails? Do you offer a comprehensive strategy to provide
this service? Have you partnered with a natural nail company? Have you kept up
with new treatments like IBX or natural nail boost gels? If you can grow their
natural nails and keep them healthy you will have a client for life. Is value a
challenge? Are clients finding it hard to swallow your pricing? If you are not
setting yourself apart from the crown providing a valuable client experience
they will continue to price shop. What challenges are you trying to solve
here? Will their nails hold up with
superior wear over time? Many clients don’t see the value in paying more if
their service doesn’t hold up. Take classes, watch videos, perfect your
technique until they can go three weeks without any issues. Do what it takes
from researching newer products to perfecting the system you already have in
place. If your work doesn’t hold up your books won’t fill up.
Never underestimate
the power of client referral. So many of my new clients are gained directly
from a current satisfied client. Find out what customers really care about to
make a difference. Social media is an incredibly powerful tool. Why? It is
mostly customers connecting with other customers. Look at Harley Davidson. They
don’t have customers, they are a tribe.
Do you have a tribe?
There is nothing better in marketing than a
referral from a happy customer, one willing to write a review on your Yelp
page, give you a shout out on your Facebook page or post their happiness on
Instagram. Deliver a stellar customer
experience, be able to deliver is on a regular basis at a reasonable price and
this will be your game changer. John
Sculley, former CEO of Apple and Pepsi says “If you aren’t doing something
great for the customer, then you’re working on the wrong problem.” If you can
link it back to solving their challenges, then you’re in position for growth.
Look deep into your business, focus on the client, not the competition because
that’s smart marketing.
To read more about John Sculley's marketing musts ClickHere
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