Ana's No Brainer #2: Give them a tour!
November 16th, 2007 • Posted by Ana Loiselle-Donahue • Permalink
Next to getting the client to walk through the door for the first appointment, the most important step is getting the client to come back.
I am simply amazed at how many salon and spa owners “miss the boat” on this easily applied marketing tool – The New Client Tour.
It may seem obvious, but you can’t imagine how many times I'm not given a tour or offered a brochure, when I visit a salon or spa for the first time. Oh, and if I am lucky enough to be given a tour, it's often hastily conducted, confusing or incomplete. I often feel like I'm imposing on the one giving the tour. Ever have this happen to you??!?
Because cultivating new clients involves a long lead time and expense; when you get them in the door use every opportunity to make them a client for life and to utilize more than one of your services!! Giving a well thought out and scripted tour is an integral part in increasing client retention and cross-selling your services.
Why is a tour important?
The first appointment with the client is very important, and a tour is the single greatest way to welcome a new client to your business – to make them feel like a true guest, and that there is nothing greater for your business, than to serve this new client. This gives you an excellent opportunity to exceed the client's expectations.
Simply put: a tour is an outstanding educational tool, sales tool, and dramatically increases customer satisfaction and retention. It provides a wonderful opportunity to provide a soft-sales pitch for your business and its services. It gives the customer an opportunity to see the different parts of your business and how you stand apart from the competition. It also, gives them an understanding of the various services performed, why they might want certain treatments and a chance to ask questions they might not otherwise ask.
How to make a tour successful?
Don't think you have time or can't otherwise do it? Make it a part of your culture and business model. Don’t lose out on this opportunity for increased sales with excuses or obstacles. You must plan for it. Ask your new client to show up 15 minutes early. If you don't do a call-back to confirm the appointment, start doing so, and remind the new client to show up 15 minutes early.
An effective tour must be carefully scripted. Everyone on staff must know how to give one and what their role is in the tour. The greeter (often the receptionist or adviser) should be thought of as the sales and customer service force of your organization. During a tour, they become the tour-guide. Make this the most important thing they do, when they do it; and they can’t rush through it because they need to cover the front-desk or phone. When other staff sees a tour in progress, they must be especially friendly and helpful.
Don't conduct the tour in the hallway. Make sure to actually take the new guest into each and every room (as much as practical). Keeping a new client n the hallway is awkward, and fosters the perception of rushing. Standing in the hallway doesn't help him or her truly appreciate what each room (and the corresponding services) has to offer.
Don’t forget to give them a brochure.
When your clients are ready to leave your salon or spa, always give them a brochure. I convinced one of my clients to hand out laminated cards. The results have been wonderful. My client tells theirs, “We have had this card laminated because we want you to always have it. Even if you run this card through the washing machine, you will still have our number. We want you to know that if you have any questions about your service or products, or anything that you would like to do in the future, you can give us a call. From now on, we are your expert therapist, so if you have any questions, ever, about your skin/hair you can call us.”
Remember: It's expensive to get a new client into your door, so don't take that new client for granted. Reinforcing that you care about your clients, their questions, and their success, keeps them coming back and sending their friends and family.
With almost 10 years experience in new business start-ups and transformations, Ana Loiselle-Donahue is a specialist in finding new sources of revenue and growth for companies of all sizes. She founded theSECRET in 2004 to help businesses flourish through creative —and powerful —new solutions; including brand development, strategic financial planning and employee training. Mrs. Loiselle-Donahue can be reached at 866/288-7353 or at www.thesecretconsultant.com.
• Trackback • Posted in General, Spa Business Management, Spa Marketing, the SECRET
I almost didn't read your "tour" article because I am a one-person, 2 room shop. I thought my clients "saw" it all when they walked in the door. Yet I always wondered why long-time clients would sometimes state "I didn't know you sold makeup or skincare," (or did waxing or facials).
Upon reading your article, I realize that I can give them a wall by wall tour of my 2 rooms. I can show them the skincare wall and give a brief overview of my philosophy of how I select products, then move to the makeup wall and share some of the same information. In the treatment room, I can explain some of the machines I use for different treatments and give a brief verbal description of my services. And then I'm sure they will be more apt to take an interest in the written material I give them.
Thank you for helping me see outside the box. Great information!
I 100% percent agree with this simple way to show clients all the services you offer. Even if they don't need it, like it or use it, someone they know might! Plus, when you or someone on your staff learns and offers new techniques you can point out the new equipment, service or products to existing clients who have already had your basic tour!
I just wrote an article for Hair's How Magazine on "Hi-Tech ways to build your salon business" but this time-tested tour technique is a winner for low-tech and easy to do!
I couldn't agree more. The tour is actually my favorite part of guest management. It is a great opportunity to make them feel like our spa home is their home, but it is also my best chance to find out what they need. Our 14,000 sf spa has many departments including nails, hair, spa and event space. By showing each of these to the guests, I give them the opportunity to say "I didn't realize you had a salon. Can I get a blow dry before I go out to dinner?" I am constantly amazed how many people see our banquet room and suddenly think of a way their social group, company or friends could use it. If I asked them at the front door "Do you know a group of people who would like to do a spa event," most would probably shake thier heads, but once they see the spa as "theirs" they tak ownership and start suggesting ways to come back.