Proper Care and Feeding of Clients

 

     Today’s tip is the proper care and feeding of a clientele. If you are just building or almost fully booked proper care and maintenance of your clientele is essential for your long-term success. The average technician loses an average of 5 percent of their clientele per year through no fault of their own. Clients move, they unfortunately move on to the big spa in the heavens, their economic condition changes dramatically. Whatever the circumstance we need to be constantly monitoring our current clientele.
      Thanks you’s are essential. I know I’ve talked about his before, a nice handwritten note especially after the first service but how about just because. Maybe you know they got a promotion at work, maybe they had a few difficult weeks or months or year for that matter. If you haven’t seen a client in a few months, chances are something’s up. Don’t ignore the warning signs and take the passive route. Take action with a phone call or a quick email, or yes that hand written note.

     Something like I’ve noticed that I haven’t seen your smiling face lately and just wanted to check in to make sure everything is alright with you. You may want to offer an incentive to return, It’s up to you to decide how you manage your offers. If you haven’t seen clients in more than a few months try a “Miss you” promotion. Same theme, maybe offering new items or services since they have come in. I sent out an email to my entire list when I started offering Shellac and it brought clients out of the woodwork. If you are consistent with your efforts chances are eventually something is going to strike their interest.

      Do you send your guests home with an instruction sheet to ensure they successfully maintain at home the professional service you gave them at the salon? I am including a link in my blog this week from Beauty Tech that has many useful ideas to use in composing your own client letter. Nail Care Check list
     Things like, treat your nails as jewels not tools, check your grip when lifting heavy objects to make sure you don’t break a nail, wear gloves when you do housework and gardening. You know all the things you think they know but don’t. I know a tech that makes her clients sign off that they have read her “10 commandments of nails” before she will guarantee her work.
      Do you recommend the right retail for them to be successful? Are you educating them about their nails or just providing a one time service stand? Are you building relationships or counting cattle? Do you follow up a new client service with a phone call to see how they liked their visit?

     Find out if they have any questions or challenges with their new full set or treatment products. If they are not happy, catching problems early and fixing them will score you big points toward the future of the relationship. I worked with a girl that had one of the first mobile nail salon service businesses in the country. While she was building she was truly a one woman band. She would work all day and at night, in her best British accent, call her clients back to see how they liked their visit. Needless to say she built her business with a strong foundation of loyal clients. So in these challenging times it is more important than ever to keep in touch so you don’t loose touch with your clients.

Retention Marketing

      What is great marketing without great retention? Do you know your retention rate? Out of 100 new customers do you know how many are still coming in one year later? Do you know the industry standard?
Unfortunately the most recent statistics posted online have the average retention rate at about 30 percent. So 30 out of that hundred stayed on as a client, worse yet that's 3 out of 10. Not such a great rate. So with social media, rewards companies and gurus praising electronic marketing and push notifications why are retention rates still this low? How on earth can you move the needle and get a larger percentage to stay loyal to you? Basically you need to quit pushing your agenda and start listening to your clients. Salon loyalty is not what it used to be. I have to blame GroupOn for that, well some of that. Their ridiculous service discounts offered your guest the opportunity to try out another salon, basically about the same caliber as yours, let's be honest. There is a certain sea of sameness among mid-level salons out there. Actually all levels have about the same feel and experience. So what is it you are truly doing to keep your guests coming back, remaining loyal. A Facebook contest? A discount for a last minute appointment? I read an interesting article over the weekend called Need a better enewsletter? Think like a drug dealer on Inc.com. While I don't advocate we drug our clients, although there are those few.. the point was to make them addicted to your content so they can't wait for their next fix. Is your salon and service addictive? You need it to be so they wouldn't even think of going elsewhere. How do you create addictive service? Well there are quite a few strategies that help prevent your clients slipping through the cracks and finding another dealer.

      Be current. You truly need to be up on the latest trends. Do you have to buy the master kit at every show? No. Don't send me hate mail, but you can find most of the new trends at the hobby stores. Once you see if it is a trend that works for you, then you can invest in the master professional kit. Keeping current is also reading the latest nail blogs, trade magazines and listening to Nail Talk Radio. And if the quality of your work is poor, they won't be back, end of story.
Check out what the competition is doing. Maybe not next door but across town. Shankman states in his article" No matter how good your business is, if you’re not monitoring your competition, you’re losing to them. Those who don’t learn from their competitors are doomed to be eaten by them." The only way to really find out if you are better is to be on the same side of the service as your clients. One of my best additions to my basic service was to add heat mitts, when I was offered these at a discount salon and yes, it is still within my 30 minute manicure service.

      Follow up with each and every client. If you are going to use a rewards program Keep it simple sweetie. If they have to rack up points in the hundreds of thousands, really? Mine is simple. I hand each client referral cards. The new client gets 15% off their first service, my current client gets $5 off their next service. Appreciation goes a long way. Follow up each new guest visit with a phone call or a thank you letter. Keeping in touch with clients "just because" is a great way to build a relationship of loyalty. Building loyalty is going above and beyond, with the economic climate what it is most everybody is nice, listens and offers a technically good service. You must go way past what is standard. Tune in next week for more ideas on going above and beyond standard to outstanding.

Why do I Twitter???

Everyone is seeking the value in Twitter. I can tell you why I twitter. Yes I can keep up with friends and family one tweet at a time. More importantly I Twitter for valuable information. Many Twitterers that I follow are Internet marketing gurus. These Gurus are writing a new chapter on business for the next ten years. If you are not following these trends you will be stuck with an 8track tape existence. Playing with outdated equipment and outdated business tools. Successful people have the right tools in their tool box to be successful. If they don't have the right tool, they seek it out. They don't wait until it interrupts them. A great idea rarely jumps out at you and interrupts your day. Today I am sharing a twitter post that has value. I am giving it to you to add value to you. The only way to have more and be more is to learn more and do more to add value to what you bring to the business equation. Enjoy this excerpt from Dr. Wealth on Twitter:

You’ve probably heard the saying “It’s easier to keep an existing customer than to get a new one.”
Well, it’s more than just a saying, it’s true.
That’s why you want to take very good care of your current clients or customers and do whatever you can to give them lots of reasons and opportunity to buy from you over and over again.
Who wants to constantly be out there pounding the pavement looking for new clients and customers? That’s a lot of work. It’s much easier to up-sell or cross-sell to people who already know and love you.
Here are 10 tips you can use to put a successful Relationship Marketing program into place so you can reap the benefits for years to come.
#1 Create a customer database or file
Whether you have many clients or customers or just a few,make sure you keep records with important details about them.These details may vary depending on your line of business,but they may include their purchase history, special date such as their birthday or anniversary, family member names or their favorite restaurant or leisure activity.
#2 Never take your customers for granted
Your customers are the reason you are in business.Never assume they will always be there. Continue to earn their trust and show them you care and value their business.
#3 Show your appreciation
Do little things to show how much you appreciate having them as a client. Send them a thank you card or token of appreciation.Do something nice for them. Sometimes its even as simple as just saying “thank you.”
#4 Stay in touch
Find ways to stay in touch with your clients. Send out a regular newsletter. Clip and send them news articles about their industry or issues they are concerned about. Make regular telephone calls or send email. Send holiday cards. Use these tools to remind them you’re still around and that you still care.
#5 Take an interest in them and their business
Ask questions. Find out what their challenges are and see if you can help them. Show them you understand their business or their issues and you’re interested in more than just their last purchase.
#6 Serve them
Make it a priority to go out of your way to provide services that truly deliver and make your customers’ lives or their businesses better. Provide great customer service. Do whatever you canto help them achieve their goals.
#7 Give extra value
Exceed expectations. Give more than your clients are expecting so they are dazzled and anxious to work with you more. Act as if their business is your business and their problems are your problems and help them any way you can.
#8 Ask them what else you can do for them
Find out how else you can serve them. Other products or services you might be able to provide to help them reach their goals and be more successful. Take an interest in looking beyond your last sale into how you can help them even more.
#9 Be responsive
Always respond in a timely manner to your clients. Get back to them quickly when they have a question or need help. Return phone calls and emails promptly. Be on time, or better yet, be early for meetings and appointments. Being responsive tells your clients you think they are important and that you respect them and their time.
#10 Make things easy for them
Always be looking for ways you can make things easier for them.If you meet with clients in person, go to them instead of always making them come to you. Make it easy for them to use your services or buy your products in ways that are convenient for them.Give them options and choices.
If you put these steps into action, I promise you your customer relationships will be strong. And, when you make your customer relationships your top priority you’ll be rewarded with long-term,profitable clients.
(C) Copyright 2005 Debbie LaChusa