Experts agree that in most business models, regardless of the industry, a mere 10-15% of customers are responsible for up to 90% of the revenue that business produces. Realizing these statistics support how important it is to recognize and champion your most loyal customers, do you know who your loyalists are? Does your team? And how are they made to feel just a little bit special? The point being is that it is imperative to keep the satisfaction of your loyalists at the top of your priority list at all times. They are, literally, your business.
Success is in the detailsMany businesses invest a great deal of time, money and effort conducting in-depth surveys to try to understand their customer better. While I think surveys can be useful, my experience is that most people are very reluctant to be candid when filling out a survey, and those that are not reluctant usually do not require a survey to let you know.
Keeping things simple, the easiest and best way to keep your clients satisfied is to spend time listening to them and discussing their results, concerns and the details of their unique strategy. This includes developing future pathways, benchmarks and objectives that are clearly defined as far as 6 months to a year down the road. Truly understanding every client’s life dynamics will also help you ensure that your clients are looking their best for every important event.
These details will ensure consistently amazing looking skin, and above all, demonstrate to your clients that you care about them and have gone the extra distance to make certain that they will always look and feel beautiful and healthy.
Environment is an extension of your visionYour environment is an extension of you, and a vital component of your vision. The products that you retail, the reading material in the lobby and the professional demeanor of your receptionist are all a reflection of what you believe in and how you believe that a business should function. A client’s feeling of the environment plays a major role in whether or not they find your business to be a good match, and if they will return. A clean, organized, composed environment sends the message that your skin care services will be equally poised.
SynergyEverything in your business should be interrelated to your vision, concept and philosophy. Providing a common thread between the technology that you use, the products that you retail, and the unique services you provide is crucial for clients to understand so that it is clear that there is logic, science and purpose to each phase of your regimen and professional services.
Offering referrals to a good network of other service providers, physicians, personal trainers, restaurants, etc., that share your vision of wellness is an excellent way to help your clients achieve a more complete and healthy lifestyle. Having healthy, happy clients will always have a great effect on the final result, your work. In addition, this network is an excellent way to share and build a larger loyalty base of like-minded clients.
EvolutionAs your business evolves, any modifications you make to your model should always take your loyalists into consideration first. For example, if you are thinking of changing your hours, prices or retail products, work with modifications that appeal to your loyalists. In short, remember that they are your business and cater to them.
At the end of the day, being able to recognize your loyal core of clientele is crucial for success. Whether this is 5% or 15%, we are still talking about a very small, very manageable number of clients once we have them identified. While it is important to realize that we can only build from a strong, solid, consistent foundation of loyalists, growing this base is the next chapter of business success.