Nail educator Paola Ponce (@paolaponcenails) shares her ideas for the right way to retain a consumer for all times.
I do know there’s a lot uncertainty amongst new and even seasoned nail techs about consumer retention, particularly in as we speak’s financial system, however I wish to share with you the primary manner you’ll find yourself with a consumer for all times. Earlier than I offer you that one issue that can have your clients coming again and again once more, I have to briefly let you know this story:
As soon as upon a time my household and I drove out to St. Louis, for a fast escape. I’m normally the one in control of scoring an ideal place for dinner (primarily due to repeatedly discovering charming little hole-in-the-wall deliciousness). I Googled one thing to the impact of “finest meals” close to me and targeted on opinions to see what drew me in. I additional filtered my question to indicate solely the best rated. I got here throughout a bit of sushi restaurant that we determined to go for as a result of the sushi seemed like such a culinary expertise. We present up and they’re able to sit us with no reservation of their little makeshift coated patio. Earlier than being seated, on the host stand we’re kindly briefed on the foundations: Maintain it below two hours, and there’s a obligatory 18% gratuity whatever the measurement of your occasion. Off we go into our sushi expertise. Each chunk is a WOW. We acquired to the purpose the place we simply handed the keys to the server and mentioned, “You carry us what you suppose we must always not go away right here with out attempting.” He didn’t disappoint. All the things was melt-in your mouth scrumptious! We’re speaking Nobu grade sushi. We get our invoice, and it is expensive to say the least — bear in mind it has an 18% built-in service charge. My husband and I have a look at one another like, “I don’t care. I’ll come again tomorrow.”
Now stick with me, I promise I’m going someplace with this. A couple of months go, it’s time for an additional weekend celebration, and my husband and I can simply agree on that one sushi place in Missouri. We make it, and we sit down able to indulge within the expertise we had the primary time we got here. And… it’s not the identical. They switched their menu and all the gadgets that have been melt-in-your-mouth-delicious are going to be left to their different location. Different location? The place? How far is that from right here? Why didn’t anybody inform us this earlier than seating down? Nicely, this second go to was nothing to write down residence about. No splurge. It was not as our first Which will have been the tip of our story about that one hole-in-the wall loopy good sushi be part of, besides we remembered the primary go to.
As soon as once more a number of months later, an event for a fast outing comes up once more, and we give this different location (identical sushi firm) a strive. We all know what this firm is able to. This time we did our due diligence earlier than setting out, and from what we see on-line the menu is what we would like, and there’s nonetheless that obligatory cost however now it’s 20% versus 18%. The choice is made, we don’t care so long as we are able to get the identical meals and expertise we obtained the primary time.
Positive sufficient the sushi right here is that sushi we skilled for the primary time. We’ve got a good time, and as we’re closing out our tab, we’re instructed some information: They’re shifting. Somewhat than panicking as a result of now we’ve discovered what we would like, we ask “The place to?” In our thoughts, we’re like, “wherever you go, we’re coming.”
This firm, can’t shake us off. However why? It form of looks as if they’re attempting to on-purpose proper? We simply will not go. Why? They provide a product so distinctive and distinctive that they’ve established what I’m going to coin the “No Matter What Issue.” This issue is the primary technique to retain a consumer for all times.
You need purchasers to be “it doesn’t matter what” purchasers, and that may solely occur when you provide an distinctive, unmatched consequence.
Each set of nails you give a consumer ought to include the trouble and intention of getting given them your all. Should you try this, the purchasers which are prepared and capable of pay to your premium priced providers won’t bat an eyelash to e-book with you as a result of there isn’t any one inside a driving distance of them that may give them a wow-worthy set of nails.
Let’s return the sushi expertise I shared with you. I would like you to concentrate, and see the way it started, so you’ll be able to establish in case your core nail providers elicit the “No Matter What Issue.”
- Does what you are promoting stand out in a web based search? First, it began with a patron (us) searching for a pleasant place to eat. Do you not suppose your prospect may be wanting proper now to discover a “good” place to get their nails completed? Is your home good, does it have a contact, even just a bit. I as soon as had a consumer evaluation me, and he or she mentioned she was happy along with her service, however the one draw back was that she was simply watching a clean wall. It’s so simple as placing one thing fairly behind you.
- Can purchasers see your finest work after they search? Then, we needed to see meals photographs — photographs that will lure us in and make the choice that that is the place we wish to deal with ourselves to. Can somebody Google what you are promoting and see the perfect work you provide? Do you populate within the outcomes of “finest nails close to me?”
- Do you give a quick in your providers? Then, we have been kindly greeted and briefed on the foundations, together with further charges. Are your insurance policies clear and pre-delivered previous to your consumer’s appointment? Don’t go away surprises for when it comes time to your consumer to pay the invoice — which will offset your entire optimistic expertise that they had with you. Most significantly, are your insurance policies sort or do they arrive off as if you’re yelling at them? I like to recommend leaving your insurance policies on the level proper earlier than they will e-book an appointment with you.
- Does your service elicit “wow” moments? As an illustration, are your merchandise completely different, enjoyable and chic? Do you provide a brief pampering second throughout the service? For instance, for me, it was a scorching towel after the service. I believe I may even bear in mind a consumer or two saying this was their favourite half.
- Is your consumer’s first expertise unforgettable? You noticed what drew us again to that sushi restaurant. regardless of the worth, journey, charges and plenty of adjustments, it was the primary expertise that made us wish to hold returning.
- Is what you provide distinctive and distinctive? This one is right here is life altering for you and your purchasers. You need them to have a one in all a form expertise.
- Is each expertise like the primary one? Are you able to replicate the primary expertise many times?
Should you answered sure to the bulk or all of those questions, you’ll elicit the “no-matter-what-factor” out of your purchasers and fill your e-book with lifers.
It is time to do some self-analysis, so you can begin filling your e-book with lifelong purchasers.
Concerning the Creator:
Paola Ponce is a nail educator specializing in matters of soppy gel and entrepreneurship. She hosts a weekly episode round these matters on her YouTube Channel @paolaponcenails.
