Locking Up the Loyalty
The simplest way of turning your clients onto new services or products in your salon is to gift it to them the first time. For example, during the holidays, instead of giving your top 100 clients a gift card to a local restaurant, gift them with a service you know they’ve never had before. Or reward your top salon clients who you know have never visited your day spa with a manicure, pedicure or mini-facial.
This also is a very good strategy for measuring the value of a new service or product you’re considering adding to your menu. If you sample or give it away to a core group of your trusted clients, you can measure how many come back and pay full price for it. It’s a way to measure the value of the service to your specific marketplace or test a specific price point.
To see how gifting a service can work toward the bottom line, let’s look at a specific example from Salon Visage in Knoxville, Tennessee. (Frank Gambuzza’s salon.) During a specific time period, for every single process color service that was booked, service providers offered to upgrade clients with a face-framing packet of highlights at no additional charge, by saying something like, “Susie, it just so happens that today, and today only, I’m willing to upgrade you from a single process with some face-framing highlights that I think will be a little bit more personal for you and will bring out the color in your eyes. I’m willing to do that today for no additional charge, but if you have this done in the future, it will cost $50. Would you be interested today at no additional charge?”
During that time period, approximately eight out of 10 accepted the face-framing complimentary offer, and of those, 50 percent came back and purchased the highlights at the new rate. Over an 18-week span, it equated to about 400 clients converting to the new service and an additional $100,000 in revenue without adding any new clients to the salon’s roster.
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