Increase Profitability by Delivering Excellent Customer Service

By Liz Mckeon

Manage your Customer Care

Your existing clients are among the most important assets of your salon - they have already chosen you instead of your competitors. Keeping their custom costs far less than attracting new business, so it's worth making sure they're satisfied with the service they receive.

Existing client relationships are opportunities to increase sales because your clients will already have a degree of trust in your recommendations. To retain your clients' trust, however, never try to sell them a product or service that clearly doesn't meet their needs. Remember, your aim is to build a solid long-term relationship with your clients rather than make quick one-off profits.

A huge range of factors can contribute to client satisfaction, but your clients are likely to take into account:

*How well your services/products match client needs
*The value for money you offer
*Your efficiency and reliability
*The professionalism, friendliness and expertise of your therapists
*How well you keep your clients informed
*The after-sales service your provide

When recruiting therapists and reception staff, customer care must be a core element of their job description. On-going staff- training may then be useful for ensuring the highest levels of customer care.

Know your Customers' Needs

10 things you need to know about your customers

  1. Who they are: for example their interests, age, status.
  2. What they do: you are selling directly to individuals, so it is worth knowing their occupations and interests - have an understanding of your client.
  3. Why they buy: it's easier to match their needs if you know why clients buy a product of service.
  4.  Why they buy: if you approach a client just at the time they want to buy, you will increase your chances of success.
  5. How they buy: from reception, in the treatment room, before or after the treatment.
  6. How much money they have: select your product and service mix to match your clientele.
  7. What makes them feel good about buying: if you know what makes them tick, you can serve them in the way they prefer.
  8. What they expect from you: don't disappoint your client - you stand to gain repeat business.
  9. What they think about you: if your client enjoys dealing with you, they're likely to buy more.
  10. What they think about your competition: if you know how your clients view your competition, you stand a much better change of staying ahead of your rivals.

Remember, satisfied clients will contribute to your business for years, through their purchases, recommendations and referrals for your salon.

Check out more great articles on Increase Profitability by by Beauty Business Expert Liz Mckeon.

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