We're staring right at a brand new year and it's the perfect time to focus on implementing key strategies to re-energize your beauty business for bigger returns and a stronger bond with your clients in 2016.
As this year draws to a close, it's time to take stock and focus on these 3 essential business steps:
1. Retain Your Current Clients – they are the foundation of your business.
2. Gain New Clients – they are the future of your business.
3. Increase Your Sales– support your team so that they know how to sell.
And, to make things really interesting (and fun), it's not enough to do one or two of the above whenever you feel like it. You have to do all 3 of these key steps, all the time in order to see success in your business.
This takes planning...and juggling! Keep reminding yourself that any mistakes you make along the way are opportunities in disguise - that 'everything that comes to you is a gift for growth'. Just keep looking forward, not back. If you drop a ball at some point, just smile, pick it up, and carry on. Learn to be patient and kind with yourself and your team.
Business really isn't rocket science. The 3 basic steps above are as old as time, and they are all you need in order to maintain and grow your clinic. What has changed however, is how we go about implementing these 3 steps.
Today (unlike years ago), experts recommend that you involve your whole team in the process of growing your business. Doing this you will create great team spirit and your team will support your business' goals.
Without a doubt, social media and technology have also changed the way we do business these days. There is no arguing that your business is all about the touch, the personal connection, the relationship building, the intimate and the deeply human. But undeniably, our personal screens, Facebook posts, tweets, Instagrams etc. have changed the business landscape and game forever. Today, any client can share and broadcast to thousands of people worldwide literally with the press of a button, a photo or comment about her experience in your clinic or spa.
Let's take a closer look at how you can use the 3 business steps to grow your business:
1. Retaining Your Current Clients
- Create the 'wow factor'
Research states that it costs 6 – 7 times more to acquire a new customer than retain an existing one, so once you have them, you must find a way to create the 'wow factor' in an ongoing effort to keep those clients. However, do not confuse the 'wow factor' for novelty. The 'wow factor' simply means something that cuts through the clutter and noise to really reach and influence the client in an impactful way; the more personal, unique and original, the better. As an example, as a way to express your appreciation and loyalty to your existing clients, consider handwriting a card with a personal note from you and your team.
- Become an expert in what you do
- Find Reasons to Invite Clients to Your Space
- Reward Your Existing, Loyal Clients
2. Gain New Clients
- Without a doubt the best way is still word of mouth
- Becoming an active member in your community
- Encourage & invite locals to visit you
- Time to get Social
3. Increase Your Sales
The word 'sell' should no longer be viewed as a four-letter word. Although, many therapists still feel resistant and uncomfortable about retailing. It is your goal to coach them so that they don't resist and fear retailing. Keep this in mind: In order for your business to be successful these days, at least 50% of your revenue should come from retail sales. In order to achieve this, everyone in your clinic must know how to interact with clients in a way that will lead to prescriptive selling. Every staff member must acknowledge, greet, ask, listen, engage… and recommend to EVERY client that walks through your clinic door. The reality is, without the "S" word, no one gets paid. It is really that simple.
- Set Incentives to Reward Your Team
It is a brutal fact that clients are not booking as frequently as they did 10 years ago. This has caused many beauty clinics to drop the price of their treatments. In my opinion, discounting is never the way to go; it just erodes your brand. Research tells us that 55% of clients would pay extra to guarantee a better service.
Now is a great time to review your treatment menu, get rid of the 'fluffy' treatments that never sell and start 2016 with a fresh, exciting new menu!
Curious about why discounting is not doing your business any favours? Read more here.
Wishing you very successful & prosperous 2016!