While loyal clients are a must for a spa business, these clients alone will not help you continuously increase profits. To do so, you must have a steady stream of new clients walk in the door AND THEN convert those clients into loyal ones. The question is: what can you do to complete the first part of the cycle? Read below as I discuss five things you and your staff can and should be doing to entice and retain new clients.
Create a referral program and loyalty program
Who doesn’t love feeling appreciated and rewarded? Use a referral program to solicit new clients while rewarding your loyal clients—for example, for every friend a client brings in, offer an upgrade to their service or add on a complimentary treatment. Loyal clients will appreciate the attention, and this will allow them to experience new services they may want to incorporate into their regular routine. In addition, they will become hooked on the opportunity to receive further upgrades, so they will refer even more people. And, after hearing about your referral program, those new clients could then refer additional ones.
Also consider a loyalty program that rewards clients with packages at reduced rates, a monthly newsletter, and invitations to press events, open houses, charity galas, product launches, or invites to wine and cheese tastings at your business. Everyone loves getting “extra”, so knowing your spa has a loyalty program like this can serve as an incentive for new clients to visit your spa over another.
Reach out to your community
Have a restaurant, gym, country club or hotel down the road? Don’t be shy to walk in the door, introduce yourself, and ask if you can leave your treatment menu at the front desk. You can reciprocate the favor as well. Do this for any businesses that your clientele would visit to create more exposure for your business. Remember to position yourself as a professional skincare expert and a responsible member of your community – this will increase your credibility, garner public accolades and help grow your business.
Be warm and inviting
Gaining new clients and turning them into loyal ones begins with how you act towards a client. Never forget they have a choice as to which spa they will visit, so go out of your way to provide them with a happy and positive experience. Greet each new client with a warm welcome, offer them a refreshment, give them a tour, and introduce them to your team members. Offer complimentary makeup applications, and spend a little extra time on their massages. A first impression is everlasting, and you want that impression to be that your business is friendly, warm, and comfortable, and one to which they can’t wait to return.
Be present on social media
Recently, I discussed how to use social media to help build business. Whether you are using social media organically or through advertising, which allows you to target people in your community, social media can be an effective tool to publicize your business and solicit referrals. Because it is such a visual platform, Instagram is an especially good medium for this. Like our industry, Instagram is all visual and about beauty, so take advantage of this free outlet! Read my social media tips here.
Don’t forget about your loyal customers
Loyal clients affect new clients, so just because you must focus on gaining new clients, don’t forget about your loyal ones. Often times, I see this at a salon or spa—they get a little comfortable with their relationship with loyal clients, and begin to take them for granted. These clients end up patronizing another facility because they feel neglected. Don’t make the mistake of treating your most valuable customers as though they are old friends that you can get away with neglecting. Offer them complimentary upgrades to show you appreciate them, write them a hand-written note or personalized email and give them a gift around their birthday. Do whatever it takes to make it obvious that you appreciate them and give them a reason to brag about your business to their friends/family.
