Who says you deserve to keep your clients?

by Greg Milner on Friday, October 26th, 2007 at 7:29 pm

Actually, the question should really be two-handed: Why do you deserve to get clients in the first place, and then keep them?

I asked that question during an interview this week with a prospective Inner Circle member, and the answer I got was pretty typical.

"Well, because we’re the best at what we do…!" came the indignant reply.

Ho hum. So what? Prospective customers assume you’re good at what you do. At least, you’re better at what you do than they are. Heck, in the land of the blind, even the one-eyed man is King.

You have to ask yourself this question:

"Why should I, your prospective customer, do business (or continue to do business) with you as against any and all competition in your marketplace." When you have a great answer to that question – and simply being ‘good at what you do’ isn’t the answer – then you’re well on your way to dominating your market.

During a coaching call with one of our Inner Circle members in Virginia, USA this week, Dave raised this very issue without knowing it. Using an ad template from the Toolkit, Dave had brought no fewer than 40 new clients into the salon. But he got a rude shock when he checked how many had re-booked. A lousy 7 of them. The reason became clear to me as I peppered Dave with questions.

Turns out these prospective new clients weren’t getting the ‘WOW’ experience. Instead, they were getting the ‘we’re pretty much as good as the next salon’ experience. Here’s a shocking truth:

Your customers are NOT coming to see you for a haircut, or a facial, or a massage.

In fact, that’s a by-product of why they come to you. The real reason they come to your salon is for the

experience

So, what do YOU do to give your clients the WOW – what do you do to have your clients walking out of your salon three feet off the ground? Here’s what I suggested to Dave:

1) Buy some cheap but pretty cards, the ones that fit into those little perspex holders. Get them printed with "This station has been specially prepared for…… " Look through your bookings for the day, and fill in the names, one per card. Just before each booking, put the relevant card on the bench in front of the chair (or on the door to the treatment room). Many of our members have tried this, with spectacular ‘wow’ results.

2) go down to the nearest discount store and buy a bunch of cheap, scented, pretty-looking candles and other small giftware. At random, as you client is brought to the reception desk to pay, make a fuss of her and bring out a brightly-wrapped gift – and ask her when she’d like to re-book, would a Tuesday at 10am be okay or is the following Thursday at 3pm better for her? (Don’t asked questions that only have a yes or no answer.)

3) If you have room, put a big table in the middle of the salon, with the latest magazines on it. If your client’s going to be sitting with foils in her hair for 40 minutes, instead of leaving her at the mirror, wheel her over to the table (it serves the dual purpose of freeing up your workstation for another cut). Offer her REAL coffee.

4) If it’s her birthday (your database should tell you this!) go out and buy a small cake. Put a candle on it. Bring it out while she’s at the table. Start singing Happy Birthday – get your staff to join in. Get the other customers to join in. Make a FUSS!

Good grief folks, this ain’t ROCKET SCIENCE!

A post by Greg Milner

The odd idea, a bit of prodding, a nudge here and there, a little fun, and the occasional dose of brutal reality. Greg is co-founder and CEO of Worldwide Salon Marketing, a writer, direct response marketing consultant, specialist marketing systems adviser and coach.