Spa Marketing in a Tough Economic Climate – Part 5

Aestheticians, like all business people, spend a great deal of time and money acquiring new customers, but do we do enough to keep the loyalty of the customers we already have? 

Internal customer loyalty is something that many of us just take for granted, and we should not.  Part of being a successful aesthetician is being a good business person and, yes, being a good sales person. 

That means relationship building!

Keeping in touch with your clients, making them feel special (and they are!) and turning clients into friendly acquaintances will keep them coming to you for aesthetic services time and time again. 

Celebrate Your Clients and Their Special Events

Simple ways to do this are to keep track of special days in the life of each of your clients.  Sending out birthday cards, anniversary cards, congratulations cards when something special happens in their lives, or even just putting them on your holiday card list can go a long way towards building and reinforcing customer loyalty.  When you let clients know that you are thinking of them, then they in turn will think of you.

Stick with the Personal Approach 

Some people these days do all of their correspondence through email, and email is great. But, since fewer people are using cards and letters through the slower traditional postal approach, those who do stand out all the more.  

Besides the motivation to keep your customers loyal, relationship building with your clientele also turns each happy client into a referral source, the most effective form of advertising.  Someone who comes to you for services because their sister, neighbor, or friend recommended you to them is already sold on the idea that you are the best at what you do.  The person who referred them put their own credibility on the line in referring you.  When you get a referral, it is proper etiquette to send a short note or card to say ‘thank you’ for the referral.

In marketing, it is said that it costs more to attract one new client than it does to retain 10 existing customers. Invest a little time and a lot of consideration with your clients and it will pay you back tenfold.