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You may not think this is a big deal, but it is. Remembering little details about guests like their name, where they work, what their weekend plans are/were, and making conversation goes a long way toward creating and maintaining customer loyalty. At the salon where I get my nails done, they always ask about my family or how my recent trip went, or even talk about a house project they know I’m working on. It may seem minimal; but as a client, it makes me feel valued. It’s almost as though I’ve made enough of an impression that they remember me, remember what I like, and enjoy chatting with me. Taking that extra time for a little small talk with your guests will go a long way.
So, you had a tanner who came in twice a week for months, now you don’t ever see her. Did she go to a different salon? Did she stop tanning altogether? Did she move away? Instead of wondering, make it a point to pull database reports of any guest who hasn’t come in that month, and give them a call. Not an email or a text; an old-fashioned phone call to let them know you miss seeing them in the salon. Invite them in for a free tan that month. You never know, that could be the gracious push they need.
The idea is to upgrade every tanner into your best bed, right? So, what do you do when they want to downgrade their service? First you want to identify the reason. Is he not getting the results he wants? Is that bed never available? If it’s neither of these, then maybe they’re not feeling the value of your services. If that’s the case, try to add some sweet touches, like a mint placed on the towel, a “thank you” card in the mail a couple of times a year with a lotion coupon thanking them for being a valued customer. Offer them a free lotion packette when they feel their tanning results are stagnant. These little touches aren’t a huge investment, and in the big scheme of things, they’re minor in comparison to losing a customer for good.
Just because a guest doesn’t complain doesn’t mean they’re 100 percent happy.
As Director of Brand Development for Devoted Creations’ family of brands, Lisa brings 17 years of industry experience, knowledge and enthusiasm to all aspects of the business, including social media, product development, training, customer relations, public speaking and marketing strategies. Lisa worked at the salon level managing a large chain of salons, which infuses her sales training and brand concepts with real world experience. Lisa has been chosen IST Magazine’s “Person of the Year” four times.
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