Before you get your clients comfortable with spending more, you first have to get them comfortable with spending more often. The more your clients open their wallets and “show you the money” the better off you and your business will be. Sure, the amount of money they spend during each transaction is important too, but increasing their purchase frequency should be one of your main business goals. When you do that you’ll end up creating even more opportunities to sell – and sell more often – to your repeat clients. There are a number of ways to get your clients to buy from you more often. Let’s focus on three of the most effective and efficient ways you can accomplish that goal.
Stay in constant contact with you clientele
This includes: when you’lll reach out to them, how you’ll reach out to them, and what you’ll offer them when you reach out to them.
For example, if you are a hair stylist after completing a new highlight service for your client you might choose a specific time in between that service to offer a gloss treatment to freshen up the clients color. You might also offer them 20 – 40% off the service (being sure to stress that the offer is time sensitive to create a sense of urgency on the client’s part). Your goal is to get a yes, book the service which will lead you to the next step.
Provide additional value to their purchase
In that same example you can sweeten the deal with an additional value, such as a complimentary after gloss sealer or pre-conditioning treatment. The key is to communicate these two services separately which raises the client value perception of receiving more than what they are paying for. Which leads to our next strategy.
Create a consistent buying pattern from your client
You may want to consider incentivizing frequent purchases through the implementation of a loyalty program. Loyalty programs can keep your current clients engaged and coming back to you on a consistent basis. If done well, loyalty programs can also get your clients to come back even more frequently than they already do. Consider a simple punch card method and utilizing the promotions and specials features on your booking app to help you keep track of purchase frequency data to improve upon what works and what doesn’t.
“Buy 5 and get the 6th one is free”
This reward system is a key trigger! Fun fact, neuroscientists find that incentives are predictable because people usually pursue their self-interests and will change their behavior to accommodate those interests. In short, incentives like the buy 5 get one free equals predictable behavior to reach the reward.
The goal is to determine the most effective way to get your individual clients to nudge their own spending boundaries a little more with your strategic efforts. This should be done subtly and with such finesse, they don’t even notice. As long as the value you provide outweighs their increased spending from their perspective, they’ll be more than happy to pay a little more, a little more often. Keeping all the profits and generating more cash flow income are some of the salon suite owner opportunities you receive at Salons by JC. Contact one of locations to find out more on how you can become a salon suite owner.
Check out the Incentivizing Purchase Frequency Webinar, presented by Mona Echard, Salon Business Coach. For more information and to receive the recorded webinar, email [email protected]