We’ve all heard that one of the most important ways to grow a small business is through loyal clients, and it’s hard to argue with this idea. Typically, small businesses have limited advertising budgets and need to look for creative ways to market themselves. According to Constant Contact, “82% of small business owners said that loyal customers were the main way they grow their business.” Colloquy reports, “there are 3.3 billion loyalty program memberships in the U.S., an average of 29 per household.” You may not think that your salon has a loyalty reward program, but you’d be wrong.[gap height=”15″]
Think about it, and think about your competition. All tanning salons have tanning beds. All tanning beds have tanning lamps. All tanning salons offer tanning products for sale. Most salons offer some form of sunless option. Many offer memberships, upgrades, etc. If you really think about it, all salons are pretty much the same. So, what is the loyalty reward program that separates your salon from all the others? That’s simple: It’s YOU![gap height=”15″]
You are the only thing that your competition can’t offer, and it’s time to start leveraging this most important asset. Here are two simple ways to make certain that you are promoting customer loyalty; after all, people tend to be more loyal to other people than anything else.[gap height=”15″]
First, be more convenient than anyone else. People tan indoors because they want to look good. Their tan is a luxury, not a necessity, and they’ll give it up before they will something that they need. Their experience at your salon should be enjoyable, not work. If your membership options are too confusing, if your product offerings are too numerous, if your equipment is so difficult to use that your staff has trouble explaining it, you are asking your guests to work too hard to do business with you.[gap height=”15″]
Take a few minutes and look at your “menu board” of package options. Count the number of products you currently display on your shelves. Have an employee give you a tour and make note of whether their explanations of the equipment are concise or confusing. If it’s overwhelming to you (and you work in the industry), imagine how your guests feel! Simplify things. Your customers should spend the least amount of time possible trying to use a service, so that they can spend more time enjoying it.[gap height=”15″]
Second, give your best customers something they didn’t know they needed. An upgrade session costs your salon nothing; but to the guest who receives it, it’s magic. They may very well see better instant results than they’ve ever seen, and you may create a desire for an increased membership sale that includes sessions in that upgrade unit. The same goes for a complimentary sunless session. Your guest may be apprehensive to pay for one, but if your most loyal customers get a session for free, they may very well begin taking advantage of that service, too. It works with tanning products, as well. Let your best customers try a free sample of a high-end tanning product for their free upgraded session, and watch how thrilled they are to see the unexpected results.[gap height=”15″]
Hopefully, these two quick ideas have you thinking about what other ways you can create an experience that will strengthen customer loyalty to your business. These suggestions may have also led you to a very important realization that can be an eye-opener to many business owners and their staff: you need to be as loyal to your customers as you expect them to be to you. After all, to our businesses, they are royalty![gap height=”15″]
What is the loyalty reward program that separates your salon from all the others? That’s simple: It’s YOU!
Veles Studio / Shutterstock.com
