Building and promoting business is all very important but as business owners we are all guilty of offering rewards and discounts to entice NEW customers and little for the core client base. Most businesses have 80% of their revenues earned from 20% of their clients. These are the 20% you need to put your focus on.
Referrals is one of the easiest and best ways to build a business. The better you treat your core clients the MORE referrals you will get. Many things can be done to help maintain those all-important clients.
Please read the entire article to see how I will reward my core client base.
First you need to get a list of who your core clients are. Look at products they buy, services they receive, ages and demographics. Once you have all this information you can see which services & products are relevant to the group. From this information you can streamline your business.
Maybe you have a service that is NOT used by your core clients, you may be able to cut costs by getting rid of these services that really don’t make you any money. Having more than 3 brands of product is too much for most spas as most clients will not buy a product from each line. Keep the 2 – 3 lines that bring in the most revenue and drop the rest of the lines.
Once you have cut services and products you can then focus on the ones that you have kept. Do promotions & discounts on these services for your CORE clients. Maybe a gift with purchase. Get in touch with your product manufacturers and let them know what you are doing. Most manufacturers are happy to help with promotions.
Since business is ever changing it is important to re-evaluate your core clients, there wants and needs, on a regular basis and adjust your business accordingly.
Over the next few articles I will be talking about other ways to keep that core client base, the foundation of your business. Changes in your menu, changes in the decor, suggestions for rewards and discounts.
For my VERY IMPORTANT core clients, you will have received an email from me giving you (& only you) a discount code to use at our online store for the month of June.
If you are a client and possibly missed the email please contact me donna@dermamdcanada.ca to receive the code.