gripmarketing

Too many tanning salon owners ignore their company's customers!

They don’t even bother to scoring their inactive customers for probability of purchase, even though these consumers are the most likely of all consumers, new prospects or inactive customers, to purchase again. Their inactives know who they are, what they are, where they are, and most importantly – the salon knows who its customers are.

Of course, mailing inactive customers from any list is always the right thing to do when done properly. It's almost certain to increase sales and decrease overhead cost ratios. It’s the most cost effective means of boosting sales because you have cut out all of the waste and inefficiency in your marketing. You are mailing to a list of people that you know like to tan and will most likely tan again.

Rehiring your customers lowers your marketing costs because reacquisition costs much less. And with the right treatment, reactivating your inactives could become more even valuable because some of them will become super customers. Acquire and reacquire with the intention to retain, and retain with the intention to grow.

This thread is fresh, but the truths are old. Building relationships and always being responsive, occasionally attentive, and usually relevant are attributes of a company everyone likes to do business with.

Too many salons aren’t rehiring their customers. You should. They are the best prospects you have.

Sherin

Quote:
On 2004-10-27 12:32:00, gripmarketing wrote:
Too many tanning salon owners ignore their company's customers!

Too many salons aren’t rehiring their customers. You should. They are the best prospects you have.

I am banking (literally) on this because my competition does not do this! In just 2 short months, I have 50 or more of his previous customers!

gripmarketing

Way to go! You go girl! All people want is a little attention and sometimes a reminder. Where is engfant when you need him? He'd say something like 'and sometimes a kick in the ***'

_________________
Gary[ This Message was edited by: gripmarketing on 2004-10-27 17:15 ]

hockey92

I have started getting one of my competitions clients also.....

DWhite6872

I am not understanding this thread...... are there salon owners who do not direct mail their customer base and specifically customers who have not been there salon 3 months? Is that what you are saying?

engfant

I'm telling you. People will go to the place they feel WILL BE IN BUSINES. Every other tanning salon around me (with 1 exception) changes hands every year. If your salon appears to be one of these then you are gunna lose. ALWAYS LOOK LIKE you are throwing money into your place. You don't even have to "spend" any money. Just move stuff around, repaint etc.

NOW, for an update on my "rehireing" process.

I'm getting calls like this

"Is this Joe"
"Yes"
"Oh. I thought you sold the place. Are you doing a free tan week?"
"Yes I am. I'm just sending out a reminder that I'm still here and doing EVEN BETTER..."
"Oh glad to hear that...see you soon"

Some don't go so easy.

"I got this free tan week. Is it free?"
"Yep, come down here and I'll get ya in the tanning bed!"
"Oh, how long is it for?"
"A week"
"I can tan for a week? Is that 7 days of tanning?"
"Yep. 7 straight days of tanning and I have more specials...(yadda)"
"Oh, How long can I go in the bed?"
"ahhhh for up to 20 min But that depends on....(YADDA YADDA)"
"so it doesn't cost anything?"
".....Listen *** monkey. FORGET IT. NO TANS FOR YOU. 1 YEAR!"

maybe that last response was only a THOUGHT but PEOPLE don't like change unless it's for the better. No salon aroudn here is for the better.

Sherin

To have a successful business relationship, I must learn to make it look like I'm giving as much as I'm getting.

gripmarketing

Yes, what we're saying is that too many salon owners don't reach out and touch their inactive customers. All it takes is a reminder that you're still in business (hey, we're over here, remember us?), that they felt success with your service ("wow, you look great" they heard from people), and you have given them a compelling reason to respond right away (the offer).

Engfant, the ones that don't go so easy are the ones who call you up and read the ad mostly because they don't think it's real that you are offering free tanning.

So you tell them: "Yes, if you think our special offer is just a gimmick, you'd be dead wrong. We're willing to offer you free tanning so you can experience our better quality equipment and superior service and we willing to take the risk that you won't buy. However, if you buy during the event, you get (yadda, yadda).

Too Sunz

we are from a small enough town, if we dont see them for a while, we give them a call and make sure that everything is OK

Ultra-Violet

It is also worth looking after your reguakrs as well, with christmas coming up I thought I would send them all a card witha free session voucher as a thank you for thier business. Or maybe a discount voucher off their favourite products.