Top-notch salons and spas provide value by giving their clientele exactly what they need. Follow these steps to create offers your clients can’t refuse.
1. Learn about your clients
Giving your clients exactly what they need starts with understanding their needs. The easiest way to do that is with a survey. Surveys are the perfect way to find out what is most important to your clients and how you can best serve them.
These days everyone is busy. People are most inclined to participate in a survey if they get something in return. A free service is a great way to encourage participation. You can use an add-on service such as a blow-dry with a haircut. Or you can try a lower end service such a manicure or eyebrow shaping.
Another way to encourage participation is with a contest. Every person who responds will be entered into a drawing to win a spa day, a makeover, a basket of product or another high-end prize. Offer additional entries in exchange for sending the survey to friends and family.
In the survey, ask about their most recent visit. Find out if they plan to come back and book a new appointment. Don’t limit questions to feedback on their service. Ask about their daily activities and concerns in their life. The more you can find out about them (without being invasive) the better.
Give them the option of leaving comments. If you ask multiple choice questions, include “other” as an option with a box to leave details. Make your clients feel welcome to give you feedback in the survey.
2. Get Staff Input
After you collect the responses, set up a meeting with each member of you staff. Use this time to get insights into the clients who responded. If your staff has been listening during services, they should have a lot to say! Use your intake forms and records of client interactions to help your staff remember each customer who responded.
Go over any negative feedback and use this as a training opportunity with your staff. Be sure to get back to the client promptly and fix what was wrong.
3. Develop Your Special Offers
This is where you put it all together and wow your clients. Craft special offers based on your survey responses and your staff’s input. You can build offers for individual clients or for groups of clients. If your clientele is stressed-out, put together a pampering package. Offer express services to clients short on time. Offer discounts on two or more services booked together. If clients express concerns over pricing, offer a loyalty program or referral bonus. If a client has an anniversary coming up, offer a romance package, featuring his and hers massage or waxing before a romantic evening. Use your imagination; the possibilities are endless.
Every client wants to know that you understand her and appreciate her needs. The key is learning everything you can about her and use all the tools you have. Don’t underestimate the value of your staff’s input in learning about your clients. Staff input and client feedback will give you everything you need to know to build offers your clientele will love.
Sydni Craig-Hart teaches spa and salon professionals how to use simple, relationship focused marketing strategies to create a more profitable business. Visit her at [http://ProfitableSpa.com/] for INSTANT access to your FREE special report “5 Profit Killing Marketing Mistakes Your Making and How to Fix Them” and to schedule a complementary strategy session with Sydni.