Make it a rigorous process for you to do business with new customers. One of the reasons that you don’t have time to go prospect for new business is that you are trying to take care of the nonsensical demands of bad clients you shouldn’t be doing business with in the first place.
Take the time to learn what you’re really, really good at. And then start taking on new customers that need that value. Not only will you be happy, your clients will be ecstatic at the outrageous results you’ll be getting for them.
Intro offers help you get clients in the door and retain them. Here are a few tips on creating successful intro offers:
Deliver way more value than customers deserve.
Most of us are so focused on profit and loss and “what is fair” that we neglect the opportunity to create raving fans. And these raving fans are the evangelists who will get other people excited about what you do.
There is something simply magical about having your expectations blown away. It’s the chocolate mint on your hotel room pillow. It’s getting your Amazon.com package a day earlier than you expected. Right? It’s hard to describe the delight at getting more than you paid for.
That excitement and loyalty isn’t something that you can buy or market.
It can only happen when you over-deliver on the value you promise.
Treat Referrals Super Duper Special.
Referrals aren’t a name and number or email address on a piece of paper. They are the next generation of buyers for your company Treat them super-duper special. And you know what that means. That means that you build a relationship with them before pitching the heck out of your services. Save yourself from the massive product puking!
Sure you need to get down to business fast and not just talk about the “weather” or “pictures of your kids”; but you also need to learn “why” those customers might be good fit for you savvy Salon.
Fast Follow Up
Part of your new clients respect and relationship has to do with follow-up. Instead of just dashing off a single email or making a call ad leaving a voicemail, put in the effort to follow-up with them five to six times. Remember, these are prime opportunities, not just “leads”.
Be busy helping people for free. Give until it hurts. Sure you need to ask for the deal and get paid, but you also need to stop acting like you not landing this next new customer is going to make you go bankrupt.
Encourage Regular Visits
The whole idea behind an intro offer is to let new clients see what it would be like to visit your business regularly. So an intro offer including unlimited classes or sessions is the most effective because it will create a habit for these customers, something that everyone can benefit from.
For appointment-based businesses, an appropriate intro offer might be a 3-session package at a discount of 50%, making your intro offer a better deal than your session pack. But how low is too low? Free classes or sessions can be a good idea sometimes, but with intro offers, they don’t encourage commitment.
Another way to leverage available resources is through what's known as a "host-beneficiary" arrangement. In this arrangement, another business with the same target customer will use their database to promote your salon.
Attach a gift voucher or other discount offer for your products at the end of one of a newsletter or mailing. Examples of this include: a high-end hair salon and a high-end car dealership or an attorney and an accountant.
Position Yourself As The Answer
Provide value and establish yourself as having an in-depth understanding of the problems they are looking to solve. This takes the form of creating content via webinars, blog posts, guest blogging, and getting out there and physically networking with people.
From all this you will start to attract a following, and as long as you have a structured sales funnel setup, you will be able to convert the followers/fans into paying customers.
Be Something That Matters
Customers are tired of you being boring. Have a higher calling than simply making more money and taking bigger vacations. Get obsessed with changing the world around you.
PLEASE Stop going through the motions of calling your products “better” and challenge your team to “be” better.
It’s the words you say. It’s the unselfish attitude you have. It’s the kindness you show. Money is just a way to help others. Remember that. Getting rich is a state of mind.
You start by planning to enrich the lives of others.
And that goal, without question, is the most attractive quality any business can ever have. That’s the kind of Salon customers want to be a part of.
You Have More
You can grow your Salon farther and faster than you ever imagined. But it requires you to “be” a better business-person. Are you up for that challenge?