ASCP Skin Deep

JULY | AUGUST 2017

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www.ascpskincare.com 35 expertadvice MIND YOUR BUSINESS See You Soon(er)! 5 steps to creating quick-return offers that work by Kristin Coverly Create the perfect QRO Add-on incentive: "Come back for any facial or body treatment within the next week and receive a complimentary brow wax." Discount incentive: "Try a diff erent service within the next two weeks and earn a $10 credit to use on a future visit." Upgrade incentive: "Book a 60-minute signature facial within the next three weeks and receive a complimentary upgrade to 90 minutes." Product incentive: "Receive any waxing service in the next 30 days and get a complimentary exfoliator." Wouldn't it be fantastic if clients faithfully came in every two weeks and tried all the services on your menu? Of course it would! But until you can get that magic wand working, try a Quick-Return Offer (QRO)—a marketing promotion with an incentive for clients to return for a service within a specified period of time. Follow these five simple steps to create your own QRO to get clients coming back sooner rather than later! STEP 1: SELECT A TIME FRAME Decide when you would like clients to return for another service. Within one week? Two weeks? Six weeks? STEP 2: SELECT A SERVICE You have a few diff erent strategies to choose from here. You can leave it wide open and off er an incentive if clients return for any of your services within the time frame. You can narrow it down a bit and specify that they have to receive a diff erent service on their quick-return visit than on their original visit. Or you can choose a specifi c service you'd like to promote and award the incentive only if they return for that service. STEP 3: SELECT AN INCENTIVE Choosing the right incentive is at the heart of creating a successful QRO. Think about all the resources you have to work with— add-ons, discounts, upgrades, and products— and choose the reward you think will work the best to motivate clients to take action and book a return visit. STEP 4: PUT THEM TOGETHER This is the easy part! Just plug your choices into the QRO formula: come back for [any service, a diff erent service, a specifi c service] in the next [time frame] and receive [incentive]! STEP 5: MIX THEM UP Don't get stuck in a QRO rut. Change your off er often enough that it still works as an incentive to motivate client behavior and gives you the opportunity to promote new or under- utilized services. Try diff erent combinations of services, time frames, and incentives to see which mix brings the best results.

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