Issue link: https://www.ascpskindeepdigital.com/i/716901
www.ascpskincare.com 31 expertadvice MIND YOUR BUSINESS Cheaper to Keep Her Creating a deep connection with existing clients is one of the most authentic—and inexpensive—ways to run a profitable practice by Lori Crete Many business owners focus a lot of attention on how to get new clients in the door and tend to overlook the power in staying connected with, and showing appreciation to, existing clients. According to Marketing Metrics (Pearson FT Press, 2015), it is approximately 50 percent easier to sell to existing customers than to new prospects. What does this mean for you? It means you must have client retention rituals in place surrounding how and when to reach out to your "warm" clients (any client who has stepped foot in your business, purchased a product from you, or shown interest in your offerings) to remind them you are ready to focus on their skin care needs. I bet you have a few rock-star client retention rituals in place, such as proper pre-appointment consultations and being fully present during your treatment offerings. These two rituals are imperative to client retention, but let's take it a bit deeper with these five ways to care for—and keep—your clients. 1. POSTAPPOINTMENT FOLLOW-UP A quick call, text, or email three days after a new client comes in will let this person know you care about more than just the money she has spent, and this acknowledgment goes a long way in the retention department. A brief note is fine: "Hi Jane, it's Lori, the esthetician from ABC Spa. I would like to know if you have any post-facial questions, and I would love to hear how your skin looks and feels." 2. HANDWRITTEN THANK-YOU NOTE Three weeks post-appointment is the recommended time to send your handwritten thank-you note, as this will trigger the client to stick to a scheduled appointment or remind her it is time to come back and see you. 3. MONTHLY NEWSLETTER Remind your clients you are a skin care expert by sending them monthly skin care tips and product recommendations. 4. PERSONALIZED THANK-YOU FOR EACH REFERRAL When you reach out via a phone call, text, or email to thank a client for a referral, you have just increased the likelihood of gaining more referrals—and another booking by the referring client. Consider offering a referral reward program as well. 5. RETAIL PRODUCTS AND HOME CARE Clients turn to you for your expertise and knowledge; give it to them by creating a home-care plan. According to Bert Carder, CEO of Your Beauty Network, education and results enhance rebookings: • If a client purchases one product, there is a 30 percent chance the client will come back. • If a client purchases two products, there is a 60 percent chance of return. • If a client purchases three products, there is a 90 percent chance the client will rebook. People are loyal to—and purchase from—those they know, like, and trust. Spend a few hours each week honoring your existing clients. This gracious step will keep your schedule packed full of amazing customers who respect you and invest over and over again in their skin—and your business.