When we hear the concept of “Regular customer”, we immediately have a portrait of a devoted and loyal customer who often makes repeat purchases. How does an ordinary passer-by become a regular customer? Each client has his own checklist of values ​​in his head, if you meet it, then he immediately highlights your company in the first place, however, for this it is not enough just to sell quality goods or service, you need something else!

New and regular customers

What separates a regular customer from a new one? A few things:

• A regular customer trusts you, but a new one does not yet. Trust is the highest and most valuable criterion in trading, since it is precisely this that is the strongest bond between a buyer and a seller. It is the trust of the client that is the guarantee that the client will return to you for a second purchase. Trust is a complex of factors that form clear beliefs in the mind of the client about the quality of the product, service and reliability of relationships. “I've been buying here for three years, there have never been any unpleasant moments!” is a testimonial from a loyal customer that speaks to the depth of trust and intent to continue shopping with this company.
• Regular customers are carriers of advertising " word of mouth", but the new ones are not. Sometimes, one purchase is enough to new client became permanent, as a successful purchase makes him proud of himself and motivates him to talk about it: “You know, such a good store opened on the corner, everything is so decent, the sellers are normal, and not just near .... » Especially often, such statements are the result of a contrasting comparison, when you were sold a low-quality product / service somewhere or were rude during a consultation, and then you accidentally enter a new store for you, and: “Wow, what a difference! How did you get to another country! Such emotions cause a viral advertising effect that spreads very quickly among acquaintances.
• Regular customers know a lot more about your product and company than new ones. The constancy of repeated purchases gives a certain experience, which makes it possible to understand the true essence of the product and the company's customer focus. This makes the buyer learn more about the object of his interest, so he becomes an expert or knowledgeable buyer. This most often does not apply to point of sale, but to a certain brand of goods that the client trusts. Release of new phone models or new collection your favorite brand of clothing makes you google information and learn more. A new customer does not do this, he simply solves his need regardless of the brand.

The Nature of Purchasing Consistency

Before understanding the nature of buying persistence, it is necessary to understand what exactly persistence applies to. There are two points of attraction for the attention of customers - this is loyalty to the product brand and loyalty trading company with unique benefits. Agree - these are completely different things, but in many companies these values ​​​​are mixed, which makes them invulnerable to competitors. However, let's understand the difference with an example.

brand loyalty

Apple, Levi's, MacDonald, BMW and other world-famous brands make their customers permanent with their special, unique product, however, note that it is sold in a special atmosphere that is no less important than the product itself. For example, would MacDonald's products sell so well if they were sold in kiosks at the train station or next to bread in the supermarket? Not! However, Apple phones can be found both in official stores and at gray dealers, this does not make apple buyers less loyal to their brand.

There is a huge amount various ways, tricks and tricks to retain and retain your customers. The main thing is to widely disseminate information about the activities of your enterprise, cover a large audience, and stimulate consumers. Each person tries to save money, buy something for personal benefit, get some bonuses, gifts or discounts, which will surely attract new and retain existing customers.

Customers are a very important link in any business whose needs your business is aimed at. labor activity. It is very important to identify the needs and preferences of potential customers, because on modern market so much competition.

And so let's talk about how it is better and more efficient to attract and retain customers, turn a one-time buyer into a regular customer. For any business, regardless of the type of activity, the client base is very important, of course, from the specifics commercial enterprise It also depends on what approach to customers should be chosen.

In the field retail whether it be products or services, there are a couple of key areas in working with customers:

Price policy;

Customer loyalty policy;

Engagement policy;

Service quality policy.

If you combine these simple criteria into one, then you will not have problems attracting customers. For any consumer, customer service is very important. high level, which contributes to the choice of a particular seller.

Quality of service;

Accompanying services;

Maintaining contact with the client and personal communication;

Price level.

The price policy in working with clients is very important and determines the level of profit. Due to the inexorably growing competition, lowering prices becomes not very cost-effective, so this option is best left in spare.

There is such a thing as price monitoring, when the cost of goods and services is set at a balanced level, below this level, no one will lower the price or above the level, due to the loss of the customer base.

The change in prices, up or down, among entrepreneurs is due to the use and development of other methods in working with clients.

Let's talk about one-time discounts, the main thing is that the buyer has the opportunity to save. Many enterprises with a particular activity have discount cards, regular sales, which not only attracts customers, but also allows sellers to get rid of unprofitable goods. Discounts and promotions will surely attract customers who, in addition to the goods covered by the promotions, will certainly grab other products.

With regard to discount storage cards, when a customer receives such a card, depending on the amount of purchases made earlier, he receives an increasing discount on subsequent purchases. The discount system has existed for many years and during this time has proven itself to be a good side in all areas.

Nothing stands still, so in this area, one comes to replace the other, popular system, which gradually replaces discounts - these are bonuses. By purchasing any product or service, bonuses are received on your card, having accumulated which you could spend on purchasing something from the same seller.

A significant difference between the discount and bonus system is that with a discount, the seller loses profit on each sale, and with bonuses, the client will return again for a new product.

Certainly more rational decision will use a bonus system to encourage consumers in working with clients, because this system has more advantages in comparison with other discounts. Since a person knows that he has bonuses in your enterprise, of course, not everyone wants to refuse such privileges.

It can also be put into practice, encouraging regular customers. It will be more successful to apply to clients of beauty salons, restaurants, cafes, ateliers, for example, you can offer yours a free cup of coffee or a discount on the purchase of any services. Such services allow you to win the trust of the client and identify the advantages over competitive companies.

Not least important is personal communication with the client. Having the numbers of your customers, you can always notify them of new arrivals, promotions, which will definitely keep customers. You can also use special databases with a list mobile numbers, with their help you can reach a huge target group and send SMS messages with interesting information and offers.

You can also offer your customers to fill out questionnaires, for example, to receive a bonus card, where they can indicate their contacts, like for example GloriaJeans, which always informs its customers about this by holding promotions in its stores. We would like to note that this method very effective, because people do not always have the opportunity to come to the store or visit the website of your company (if any) and get acquainted with the available promotions, new products or assortment.

Another effective method attracting customers is spam, distribution of promotional offers, services and promotions to mailboxes Email.

The client base needs to be adjusted and divided into categories, to single out larger clients and those that carry out one-time orders.

depends on the volume of purchases special condition work with clients, for example, the possibility of installment plans, promotions, product prices, delivery, etc. Of course, you should call your customers, offering each category an individual offer. This type of method has a very positive effect on the entire development of the enterprise and the growth of profits.

Yes, attracting customers is a very difficult process, which consists of many nuances and a complex special measures focused on the success and sustainability of working with clients.

And so, to sum up, it is desirable to attract customers in several ways - it is to inform them and give them the opportunity to save money so that each client can assure himself that by contacting your organization he is doing the right thing.

The methods you choose to work with clients are your weapon against your competitors. Do not spare money on this kind of advertising, because it will pay off many times over.

Loyalty of customers and customers is very difficult to earn. This requires a lot of hard work. But this is not enough - you need to know how to keep a client, make him permanent and ensure that he returns again and again.

Keep stable quality

Stability is a factor that consistently attracts customers. If they are sure that they will always get exactly what they expect, they will definitely turn into regulars.

Example: no matter where in the world you visit a McDonalds restaurant, the taste of a hamburger will be the same. It is the benchmark of standardization and stable quality.

Help solve customer problems

If you help your customers solve their problem, they will never go to the competition.

Example: fast service. Modern man is short of time and does not want to wait. Serve customers as quickly as possible, and they will return loyalty to you.

Provide maximum comfort to your customers

Example: water cooler in the lobby, magazines to view in the waiting area, an additional service to the main service.

Offer a unique product or service

Example: Smartphones existed even before the advent of the iPhone. But this device was unique in everything - there were no similar phones on the market.

Host free presentations or tastings

The opportunity to test a product, product or service for free will help win the sympathy of customers and make them permanent.

Build a habit in your customers

Example: coming to the supermarket, a person knows that desired product or its equivalent will always be in stock. Such a customer has a habit of shopping in one place.

Suggest innovations

Stability is good. But the client should not be bored. Sometimes you need to be pleasantly surprised so that a person wants to come back again.

Example: replacing plastic packaging bags with environmentally friendly paper bags.

Do you want your customers to come back to you again and again? Follow these tips!

Imagine the situation: two lash stylists, each of whom makes wonderful eyelashes. Master 1 is professional and works quickly, you always leave her satisfied with your eyelashes. Master 2 is also professional and fast working, but also very friendly and charismatic. Here you can relax and settle down in comfort, and pleasant music plays in the background. The session always starts not only on time, but also with aromatherapy or even a scalp massage. The master always remembers what her client discussed with her, shows a sincere interest in his life. You always leave her relaxed and insanely happy. To which of these two girls will they sign up again? The beauty industry is very competitive, so finding a way to make yourself stand out from the rest is essential to grow your business. And impressing your customers by caring for them is a wonderful way to build trust.

2. SHOW YOUR CLIENTS HOW YOU VALUE THEM

Your clients can go anywhere to get eyelash extensions, but they come to you! It is very important to show how much you appreciate them. A simple way to achieve this is to establish a personal relationship with everyone. Memorize stories and ask questions, show interest and show that you care. It is not necessary to become best friends (although this sometimes happens), but it is necessary to show that clients are not just walking wallets for you. Give them small gifts for the holidays. Offer services for free on birthdays. Arrange an event. Even a simple thank you card can make a big difference.

3. DO NOT FORGET ABOUT THE CUSTOMER

Always try to book the client for the next session on the spot. Offer a convenient date and try to agree immediately. If a person is not ready to re-enroll right away, do not forget about him. Send a text or email asking how your lashes are doing and remind you to schedule another session before your schedule is full.

4. START THE LOYALTY PROGRAM

It can be either simple coupons or a more complex accumulative system. Earn points for re-enrollment on the spot, referrals of new clients or every hundred rubles spent. Whatever you choose the main objective programs - make customers feel special, let them know that they use your services on good terms and receive rewards for this. Reward clients who pass under the terms of the program, free services or discounts on them. Always keep a close eye on the progress of your program. You cannot start a program and forget about its existence, or prevent customers from using the promotional services that you offer.

5. KEEP IN TOUCH

It happens that you constantly see a client for many months, and then he seems to disappear from the face of the earth. It's always good to call people who haven't seen you in a while. Perhaps they have changed their place of residence, or perhaps they need an incentive to move back. We've all had clients who said they wanted a "break" from extensions. Don't forget about them! Let them know how much you miss them, offer a 50% discount on your next session.

If man did not want, then there would be no man.
The cause of all activity is desire.

Lev Nikolayevich Tolstoy

You are a specialist in the beauty industry, you like your work, people come to you. How to arrange such different people? How to make sure that you are remembered, loved and never run away from you?

Working with clients, each specialist in the beauty industry sets various tasks for himself. One of the main things is to make the client permanent.

Customers need to be loved - this is the basic rule of any business. It is the customers who buy your products or use your services that "make your income." In fact, the psychology of doing business suggests that this is not at all difficult to do: it is important just to be able to remind yourself unobtrusively, to give people what they need most of all!

A new client is a special type of visitor that requires a specific approach.

When working with it, there is a simple algorithm of actions:

1. Set up a contact. At the first meeting with the client, it is necessary to make good impression. Start by introducing yourself - introduce yourself and find out the name of your client. After calling the client by name, give him two unobtrusive compliments. Do not forget to smile - your benevolence will help to win over the client from the first minutes.
2. Find out preferences. You should not ask too many questions, it is enough to know why the client came to your salon and what type he belongs to. If this is a trend person, then he needs to offer new innovative trends in the beauty industry; if a person is optimal, then these are time-tested technologies; if this is a pleasure person, then you must definitely talk about spa care.
3. Your individuality. Tell the visitor about the cosmetics you work on, the types of services your salon offers, and your use of new technologies in the beauty industry.
4. Escort a guest. After performing the service, you cannot “throw” your guest. Go with him to the reception, hand him over to the administrator, tell him that it was a pleasure to work with him, and you are waiting for him again.

And, of course, remember: a client comes to a beautician (hairdresser, manicurist, etc.) not only for a service, but also for attention. and the result will not keep you waiting long! Thus, when serving a new visitor, you must try to make an exceptionally positive impression and exceed his expectations. A person will definitely notice this and understand that he really matters to you.

16 commandments successful specialist beauty industry

1. Be punctual. Assign time and distribute work so as to receive the client at the appointed time. If you are a little late with a previous client, be sure to apologize to the next one. Respect people and their time.
2. Preparing for a client meeting pay special attention to your appearance. Working with unfamiliar people, the cosmetologist himself forms his own image business man. We don't have a second right to a first impression.
3. A successful cosmetologist must have such kit personal qualities, which are a guarantee of its success and competitiveness in the market of cosmetology services: professionalism, love for people, creative approach to business, tact, politeness, positive attitude, conscientiousness.
4. Upgrade your skills. Courses, seminars, exhibitions, master classes, professional books and magazines, the Internet, advice and experience of colleagues - no knowledge and skills are ever superfluous. To work with regular customers, it is necessary to develop new complex strategies, additionally train employees, and much more.
5. Give the person attention. Show your care and attention in different ways and after the service. For example, you can present a visitor with a small present in the form of a sampler and accompany it with the following words: "This sampler is just enough for your next visit", “Next time, tell me if the lotion suits you” etc. Thus, the master sets the client on a psychological level for a repeat visit.
6. Give people knowledge. From time to time, at your leisure, advise your clients on something if it will help them solve their problems. It doesn't have to be related to your business.
7. Motivate! The client should always be encouraged to return to the beauty salon. At the same time, the motives for returning a client can be different. Of course, the most important thing is the professionalism and skill of a specialist. If a new client was satisfied with the service, then this practically guarantees his appearance in the salon again.
8. Make your service transparent. When providing cosmetic services, explain the sequence of procedures and their effectiveness. At the same time, excessive anxiety of the client will disappear, and you will win him over and he will want to use your services in the future.
9. . Know how to listen and hear, share information. If the client is interested, comment on your actions, explain what is happening and why, what effect is expected.
   
10. Beauty salon customers pay attention for the service and range of procedures offered. Friendly receptionist, coffee offered on time, free Internet, up-to-date information about special offers and new products - these moments play an important role in evaluating the salon service.
11. Variety of services. In addition to those in demand, the price list must also include newly appeared, seasonal, as well as, of course, exclusive ones, performed only in this beauty center. Enter every three months new service in a beauty salon. The client of the salon will definitely note the presence of a variety of services in the service menu. Moreover, for some visitors, this may be the main factor in visiting the salon.
12. Be sure to get in touch with the client. Call him periodically and ask how he feels, whether he is satisfied with the results of the services you provided. Any person will be pleased if, by contacting you again, he sees that you remember him.
13. Call-reminder of a visit to a beauty salon. This call is usually made by the salon administrator. The client understands that they remember him, they are waiting for him. And that's always nice for everyone.
14. Get a loyalty card entitled to a discount. If it is cumulative and arranged according to a bonus system, then this will push the client to a systematic visit to the salon. In addition, the card instantly gives him a valuable sense of belonging. The cards should include all the points that help maintain a long-term relationship with your client: home address, client's birthday, phone number, email address. Give regular customers the opportunity to be served at your discount, it will please them very much.
15. Occasionally organize events for your clients, organize free seminars or sales "for your own". The more useful you are to your customers, the more useful they will bring you!
16. The power of privilege. This is the great word VIP - "VIP", which takes you to a world of other possibilities ... It has been established that most clients secretly or explicitly want to go into the VIP category. Give them this joy! Of course, you will have to take care of how, instead of banal discounts on all subsequent services, give him something that really emphasizes your special attitude towards him. For example, offer beauty products for low prices. Also, for regular customers of the VIP category, you can send out congratulations on holidays (birthday, New Year etc.) Methods of congratulations: telephone, letters, postcards, emails and SMS. All this will add a certain status to your salon.

Each of the above points is important when serving a new client. Loyal customers are an important foundation for the economic stability of a beauty salon. Skillful use of these recommendations in your work will allow you to win over a new visitor and turn him into a permanent guest of your beauty salon. Try it and see for yourself!