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18 Sep, 2014

Build and retain your customers

Mark Tillotson

By Mark Tillotson

I am very passionate about our industry and believe the key to success is simple; build and retain customers. Your salon might have the same services and products that your competition does, but excellent customer service will keep clients from straying to visit those competitors.

Follow these “5 Essential Details for Salon Success” and utilize this methodical approach to build your customer base and increase sales across the board. Believe me, it works!

  • Create a “Super FAB” Customer Experience

Creating new ways to make your customers’ visits special and unique isn’t that hard! By paying attention to the details you can really show your customers why you are the best salon in town. Know their names, know their preferences, and know how to please them. By encouraging staff to customize the tanning experience for each customer, you will notice more smiling faces than ever before. — Whether it’s that client who loves extra towels or the one who likes to chat for a few minutes before their session, remembering those details and showing your customers you do can make all the difference in your client retention. Once a customer believes you are catering especially to them, you have eliminated the worry of them leaving you to visit your competition.

  • Up Sell the Smart Way

It is more expensive to advertise for new customers than it is to increase income from existing ones. Don’t try to make frivolous sales of products and services your customers don’t want, instead, think about their needs and offer products that can enhance their experience. Asking specific questions can help! Try asking your customers things like, “How are you feeling about your color on your legs?” If the answer is no, or they tell you they want more color, you now have an opportunity to go over additional products to close a sale! Remember Essential #1? When you receive new products or add additional services that you KNOW a customer will love it’s time to suggest. Now you’re upselling and creating a “super fab” customer experience at the same time.

  • Offer First-time Discounts

Create an inviting experience for new clients by giving them two for the price of just one of your services. This allows the customer to come back for an additional visit which can help you close another sale. A free tanning visit for that overworked client could get them hooked on the idea that they deserve to treat themselves to your services more regularly. Of course, you want them to understand that your first-time discount was an introduction, and they can buy the services they enjoy on a regular basis anytime.

  • Build your customer base by using Gift Cards

Creating gift cards can really help a salon build sales and bring in more traffic. Especially during the Holidays. Men are notorious for buying that special woman in their lives a gift card to one of their favorite places. Make the card look romantic, and you can become the go-to place for men who struggle to find gifts for their partners. Target that marketing and advertising toward men and you will find a market many tanning salons overlook. You can even offer discounted couples packages to get the men’s attention and gain an additional client.

  • Review Your Client Retention Figures- Get Feedback too!

Review how many customers you keep. Find out why customers have left you, and ask them what it would take to get them back. Use customer feedback to your advantage. We recommend making a suggestions and compliments box and placing it somewhere in your salon where customers can access it easily. It’s a fabulous and FREE tool to find out what customers love about your business and what they do not. You can even create an employee training program that addresses any issues from your clients’ feedback. This will build sales by restoring your customer base.