Get New Customers

The one thing I understood more than anything on how to get new customers was to market, market, market and then market some more.

After all, you are not really in the day spa business or the salon business….you are in the business of “marketing” of your day spa or salon.

There are many different ways to get new clients, repeat business and to stay focused. Here are some of the ways to help you get that new customer, turn them into a happy client and keep and maintain control of your advertising and marketing campaigns.

What I found to be true for others was that so many small business owners do what we call periodic marketing. They get some money, pick an advertising venue (print, radio or TV) and run it until and only until they get a response. This is not good at all.

Marketing must be an ongoing process. Plus you need to have multiple marketing strategies. For example, in order to market successfully you must not put all of your eggs in one basket, but rather spread them around like an Easter Egg Hunt. Just remember where you placed those eggs! Keeping track of where and with whom you are advertising is vital to that marketing campaign’s success.

Are you using the media to market your business?

1. Print. Local magazines, newspaper, direct mailing.

2. Radio.

3. Television.

4. Press Releases. Are you sending out Press Releases on anything relevant and news worthy? Send a Press Release to all local media.

Are you using the internet to market your business?

1. Emails and Newsletters. Using your customer email database, are you sending out weekly emails and monthly newsletters to your clients?

2. Press Releases. Are you submitting Press Releases on anything relevant and news worthy?

3. Forums. Do you get involved in a few forums pertaining to your type of business?

4. Website. Is your website fresh and informative?

5. Social Media. Are you using Social Media to your advantage? Twitter, Facebook, YouTube and a Blog are a definite advantage to your business.

Are you using your community to market your business?

1. Join your Chamber of Commerce.

2. Buy ads in your local school or church directories.

3. Volunteer for your community’s charitable events.

Are you “In-House” marketing?  Listen getting new customers is great, but YOU MUST have the right systems in place to keep them coming back again ….. and again…..

1. Do you offer your clients incentives to pass out your brochures or business cards?

2. Do you have a “refer a friend” policy?  Or any referral system set up?

3. Offer free informative classes on your services and products.

4. Host an Open House or an Anniversary Party or a Client Appreciation Day.

5. Do you send out Thank You cards to a new client after their first visit? Why not put a Thank You Coupon or Gift Certificate in the card to be used on their next visit.  Getting them back in your door for the second time is easier than getting a new client!

6. Do you acknowledge your clients on their birthdays or anniversaries?

Anyone who has the money can buy all kinds of marketing and advertising to get new customers, which is fine, but implementing and using ‘In House’ Marketing Systems will save you time and money.  Plus you will get new customers through your current clients.

It still is true that you won’t get the business, if you don’t ask for it. However, people do not like to be sold, they like to buy. They like it to be their decision to come to your place of business and spend their hard earned money because they want what you have to offer.

Along with the marketing of your business, you do have to be a good salesperson. By marketing, marketing and marketing…then marketing more, you will give people a way to find you and all that you have to offer. Your consistent and persistent marketing gives them the advantage to know that you have what they want and need; and will gladly buy from you so that those needs are met.

You want your customers to make an informed decision, and for it to be win-win for them and you.

Remember, most of your marketing and advertising efforts are put forth to get people into your place of business for the first time and that is why it is so important to track how your new clients are finding you. Which marketing or advertising piece did they see or hear that brought them into your business? So that you can track this, be sure to ask every person that comes and make a note of it.

I keep a running list of which ads I am running or which radio or television stations I am using and instruct my staff ask everyone and place a check next to the corresponding campaign. At the end of the month it is very clear which ones are working better than others. At best you will need to run your ads every week for a month if it is a weekly ad or at least three months if it is monthly. This will give you a clear vision of which ads to keep running and which ones to stop.

Most importantly, once these new clients grace your doorstep, enter your business and enjoy your products and services, it is imperative to keep them coming back for more. Again, the most money is spent on the first time client. It costs about six times more to get a new client than it is to keep an existing! So email those newsletters, send them those birthday and anniversary cards, give them incentives to bring in friends, host a Customer Appreciation Day and get them to come back again and again.

Have fun, be creative, when marketing to get new customers.  And MOST IMPORTANTLY make sure you have THE ‘IN HOUSE’ SYSTEMS IN PLACE to keep those clients come back again and again…like clockwork!

Andrea Pekarik Welch inspires and empowers other day spa and salon owners with the knowledge and tools to consistently grow their client database for greater profits using simple systems.