This page contains a Flash digital edition of a book.
. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . Beauty - Expert Panel “” How can I rewardmy loyal clients?


CarolineQuinlan Beauty Industry Expert and Trainer


LizMcKeon


Beauty Business Expert


“Loyal clients are priceless!”


“It’s a fact that happy, loyal clients have a higher spend and are a great source of referral for your business. These referrals will fuel your business, driving new customers in through your doors and allowing you to grow and flourish. Therefore, recognising and rewarding loyalty is a smart business choice.


“Offer rewards to your customers – if they refer new business to you this will encouragemore of this behaviour in the future and this will lead to a growth in your database without emptying your bank balance!


“Point systems work fantastically especially when it comes to retail, which can often be a struggling point formany beauty businesses. Offering double or triple points on retail purchases works great and provides the incentive for clients to purchase products fromyou directly rather than the High Street.


“Offer reward services with a differentmember of staff,maybe someone that has a quieter column or is a new therapist to the business. This will introduce your clients to someone new and keeps the other staff busy at quieter times.


“There is a saying that ‘respect is earned, honesty is appreciated, trust is gained and loyalty is returned’- remember there will be an investment of energy and time in gaining loyalty to your business but that return on your investment will be worth the wait!”


Angela Joseph


Sales TrainingManager for Dermalogica UK and Ireland


“Clients are the lifeblood of the business....”


“So take time to thank them for their custom in as many ways as possible. Here are some suggestions:


“Offer free products, discounts and special buying opportunities to regular clients to show them that you value their custom and keep them coming through your salon door.


“Invite clients to trial new treatments for free in return for their valued feedback.


“Offer preferential service times – a few clients might be responsible for a large proportion of your sales, so it’s important to provide them with a special level of service, such as an out of hours service or home service for special occasions.


“Offer additional products or services at cost or include little extras for free, and give away free items with multiple purchases.”


Mariga Sheedy


Founder of Skin Essentials Ltd


“Exceed your clients’ expectations.”


“Retaining clients is one of the four core essentials a business should practice in order to stay afloat. However this essential is often overlooked puttingmore focus on finding new clients! Considering it costsmoremoney to gain clients than to retain them, wouldn’t itmakemore sense to nurture, recognise and thank your existing clients for their loyalty?


“One of themost popular ways of thanking your loyal clients is the loyalty card – for every sixth skin treatment offer one free. If your skin care supplier hasn’t created one for you to use, then create your own.


“Listen to your client. If they cannot come to you due to illness, no transport etc., offer to come to them. Youmay not be able to bring your equipment with you but you can certainly bring yourself and your products. Don’t forget to ask themif they need to replenish any of their skin care as you can deliver their products at the same time!


“Exceed your clients’ expectations. Birthday cards are always well received, particularly if you say something like, ‘It’s your birthday, please call us to arrange a free birthday treatment of your choice.’


“A happy client will bring new business….”


“Loyal clients are themost valuable asset of any business and it is very important not to overlook that in the quest for new business. A happy client will bring new business by word-of-mouth recommendation which is the advertisingmost valued by potential clients.


“There aremany loyalty card or reward schemes that you can introduce but why not do things a little differently? I like to 'surprise' our regular clients with an occasional free add-on or upgrade to their facial. It is very easy to add 15 extraminutes to a treatment or give a free brow shape, particularly on quieter days when you have enough space in your appointment book. These unexpected little extras are what will prompt your client to talk about your salon, all without costing you any extra in terms of staff hours or product.”


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