Wednesday, 6 May 2015
appointment, customer, deal, hairdresser marketing, local, massage, off-peak, provider, reserveline, salon marketing, schedule, service, unscheduled, voucher
Monday, 9 February 2015
1. You earn less while discounting
Those who say this do not see the bigger picture. Discounting can be actually done in a way so it won’t harm your business revenues. The truth is, when you give discounts only on specific terms (e.g. only to new customers for a possible future return, only for off-peak or last minute appointments, etc.) you will see an increase in profits. These discounts let you motivate either more spending per customer or realize more potential clients.
A simple solution could be to calculate some profit reserve for occasional price lowering. If it is not possible because of the fierce competition, your only chance for a win-win scenario is to become an expert on discounting (Here youcan find 4 steps to become one).
customer, customer acquisition, deal, discount, London, marketing, pricing, reserveline, returning customer, salon, schedule, service, strategy, voucher
Thursday, 29 January 2015
Long story short the haircut was way better than what my regular hairdresser could do and the environment was more appealing as well. However one does not simply throw away their well-established partnership with a service provider. My decision to change was based on an important psychological factor. I felt cared. And to create this feeling the hairdresser only needed a little proactivity.
He told me: “Your hairdo will hold its shape for 21 days. If you were satisfied, may I book you an appointment for around that time?” Of course I said yes! Bang, I’d just become a returning customer.
According to my quick survey more than half of the service providers are waiting for the customer to schedule another appointment and not using this simple sales technique to encourage them to return. This kind of approach – to actively try to invite the client to another appointment – requires a little bravery and minimum effort and, at the end of the day, can result in huge success when it comes to returning customers.
In almost every part of the sector there are services similar to haircuts, needed by customers on a regular basis (e.g. private yoga or Pilates classes, Swedish massage, regular health checks, hair coloring, etc.).
Here are some tips how to motivate clients towards returning:
To transform a new client into a returning customer you need to set a target that relies heavily on their original motivation of visit. This target needs to be simple, accomplishable, inspiring and original enough to create the feeling of care. Do not wait for them to make the call or to pop in at some time. Make them feel good, set a goal and create an inspiring environment for your customers. They then will more likely to return and stay with you and your services as a loyal client in the long run.
acquisition, appointment, customer, fitness, hair coloring, haircut, hairdresser, health, local, London, marketing, massage, Pilates, proactivity, provider, reserveline, returning customer, salon, schedule, service
Sunday, 18 January 2015
1. Do your market research
coupon, customer acquisition, deal, discount, local, London, market, marketing, price, pricing, provider, research, reserveline, salon, service, strategy
Thursday, 15 January 2015
There are more than 40,000 registered active service providers in the Beauty sector in the UK. If you're reading this, you're most likely one of them.
That’s what one would call a though competition. Thousands of companies are fighting to provide hairdressing, nails, waxing or weight loss services to potential clients. Pricing and quality (in this order) are key tools to get the people in. This blog will mainly focus on how to practically win new customers and convert them into satisfied, happy, returning clients.
Pricing is key
Let’s concentrate on pricing as it still is the most important factor needs to be set right. You need a pricing strategy! What…? - you say.In the last few hundred years pricing strategy on the service provider market was about a tiny little question at the back of everyone’s mind: “To raise or not raise?” Only in the last couple of years came a new wave – discounted deals (aka. group-buying, daily deals, coupons or vouchers).
The internet revolution
The Groupon-led renewal brought a new era, but also new problems. Because of the inflexibility of the product-focused business model these internet based daily deal websites operate with, most service providers were not really able to use them to success. You have probably heard the horror stories of the unlucky some, who literally went bankrupt trying to serve thousands of bargain hunters.We need a revolution on this market!
What is common in the business mindset of an airline company and an event organizer? They both found a factor that is effectively driving their pricing strategy: Time.Time is of the essence
It is a simple yet important variable of your business that could alter how you attain more customers. Even the most established service providers agree that their appointments are not valued equally. There are many which literally sell themselves. You can sit back and be sure that the after-working hours will be full or close to that. The problems start between 8 a.m. and 4 p.m., when most people are stuck at work.A good example
Let me tell you the story of how a squash court operator solved their problem. They were doing well with most of their appointment times, but struggled with the ones around lunchtime. Who wants to play squash with all the running around on a full stomach?The reality is that there are quite a few people with a flexible enough schedule to do it. They might skip lunch or postpone it but they end up playing squash anyway. All the operator had to do is to use a simple but underused trick: they discounted the empty appointment times, but only those. They didn't run a daily deal campaign with hundreds of coupons. They just put a 50% discount on their empty hours, wrote it on a sheet of paper at the reception and BANG, the magic happened.
They could have found a more effective way to promote the discounted appointments, but the basic idea worked. They are now fully booked, always!
This way of thinking is applicable for all businesses based on scheduled appointments. You only need to take a look at your calendar, identify the least popular time-slots and offer a discount on them.
More on the right amount of discount in our next post.
Also find him on Twitter! @reserveline
appointment, coupon, deal, discount, local, marketing, price, pricing, provider, reserveline, salon, service, strategy, voucher