Where to get a loyal client? Educate yourself! When building a marketing strategy, we pay attention to actions to attract new customers. And our reputation is created by proven and constant. How to “tame” a client and make him permanent, Irina Revyakina, candidate will tell psychological sciences, assistant professor, content marketer.

Today, the consumer can freely choose from a variety of products and buy what he likes on one site or in a large store. shopping center, as well as become interested in a similar offer of competitors and go to them. Business owners focus on finding sellers, organizing their work, paying salaries, holding meetings, but they devote little time to the buyer, forgetting that the main task is to keep his attention as long as possible. How to attract the attention of "new" customers and ensure the return of "old" ones, we will tell in the article.

What to do so that "old" customers return and "new" ones come

We offer you to get acquainted with 15 effective methods.

1. Cherish your customers. The feeling of care and attention from the seller is deposited in the memory of the buyer. Guess where he will come next time he needs to buy the same product? Quite right! He will return to the same store and try to find this particular seller.

3. Learn to recognize customer needs. For example, an older woman comes to you and she has health problems. She talks about them and expects a more attentive attitude from the seller. Do not ignore this request, listen, give advice.

4. Sell the value of the purchase. Tell people why it's important to buy your product. What benefit awaits them? What is the benefit? Do not talk about the composition of the new joint cream, but tell us that it will help you feel light in your legs while walking.

5. Create needs when there are none. Sometimes a person does not know what he needs. In this case, your task is to form a desire. For example, you say that a citrus-scented shower gel will give you a feeling of freshness and lightness for the whole day. After such a message about the purchase, people who lack energy and strength may think.

6. Put yourself in the client's shoes. Analyze what can make you buy: beautiful packaging, attentive attitude of the seller, bonuses, discounts? Apply discoveries to the sales process.

7. Give the client more than they expect. For example, a woman bought shoes from you at a discount and is waiting for the purchase to be delivered. And you, along with shoes, give her a bouquet of flowers or a box of chocolates and wish have a good day. Interested? Surprise your clients.

8. Say thank you. Gratitude, a respectful attitude towards a person stimulate him to subsequent purchases. Do not forget to look into the eyes of the buyer and smile, and make compliments in a telephone conversation, use light and kind humor. For example, tell the customer: “With these shoes, you will not end up with fans!”

9. Ask for more to come. Surely you often hear the phrase "Come to us again." The realization that you are expected here and welcome, inspires your confidence.

10. Conduct telephone surveys among customers after they have bought a product or service from you. Call and ask what you like and what you don't. So you can find out the key problems of your customers and offer a profitable solution.

11. Remember buyers. How nice it is to come for a purchase to a place where you are remembered and already know what you prefer. For example, in a cafe you are recognized already at the entrance and offered your favorite drink. Least good mood the client is guaranteed. And loyalty to the institution increases.

12. Consider possible objections and concerns of the client. Prepare answers to emerging doubts in advance in order to neutralize them. Make a case for the purchase, but don't hide the obvious flaws that the client sees. In this case, a low price will work well.

13. Sell to loyal customers. A person who has bought from you several times is a satisfied customer who uses the product/service and needs it all the time. This is the type of "ideal" client for any seller.

14. Give emotions to your customers. The emotional component is the basis of sales. A person will not buy a product from a salesperson with a sour face and will not want to deal with a manager asking ambiguous questions on the phone. How will you react if, when you call, they tell you: “It turns out that for you 10 hours is only morning ?!” Do not allow such comments to the client, otherwise you risk permanently losing his attention. The client should feel inspired after the purchase, and not think that the sales assistant is an ill-mannered person.

The actions of a great many tricks to turn a simple client into a permanent one can be schematically depicted as a straight line. It goes from a single purchase decision to the full confidence of the buyer in the product and the company as a whole...

Of course, for a beauty salon and a draft beer store, the ways to build such a line will be different. But there are general rules that will help guide the course of action for any organization.
Understanding many important points makes psychologists indispensable assistants marketers.

Any psychologist knows that the more interest and attention you give to a person, the more he will be “thankful”. In personal relationships, gratitude can be expressed in additional concessions in disputes, and in business, in new and frequent purchases.

The advice and guidance of the famous teacher, consultant to several thousand businessmen and politicians, Dale Carnegie rested on one simple truth: pay attention to a person, be interested in him, increase one of the most important feelings for modern personality- a sense of importance.

When you have made a purchase, will you be pleased that you receive letters to your e-mail with questions about the quality of the purchased product, whether there are any complaints, wishes for the product, what would you like to purchase next time, a list of discounts for regular customers and much, much more other.

When the buyer is remembered even after the perfect purchase, anyone gets the impression that he is loved and appreciated. And this, in turn, increases the rating of the company.

The interest of the firm in the buyer does not always help to finally win his love.

A skeptical customer demands more from the company! He wants to trust her! In response to this, the company can (should) offer only quality, quality and more quality. Selling a product to a customer that does not live up to expectations, you will simply lose it.

Many people think that there are a lot of buyers, so the main task is to lure. This is a big misconception. In this case, a lot of money needs to be devoted to advertising the company, while regular customers only need to be reminded of the company.

Suggest free samples, quality assurance and reviews from other buyers. These three points can immediately solve the issue of customer confidence.

But still, now one-time sales remain more popular.

To work with regular customers, it is necessary to develop new complex strategies, additionally train employees, and much more. All this complicates the work of the company, and it is easier for entrepreneurs to spend money on additional advertising.

However, competition is growing, the struggle for the buyer is getting tougher, and soon no one will ignore this way to increase the company's profits.

When looking for regular customers, the main thing to remember is the golden rule: where it’s good, they don’t leave ...

Read more:

1. 
   As soon as you have your own Internet resource that will be targeted ...
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2. 
   Today, every day more and more private companies are registered with the regulatory authorities ...
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How to turn a regular visitor into a regular customer?

In our dedicated articles, we consider what techniques can be used to increase the profits of enterprises. And today's article will not be an exception, the topic of our story will be: building a queue of regular customers. Recently I was walking along one of the central streets of my city and noticed a very strange, but at the same time interesting picture. Literally 50 meters from each other there are two thematically identical cafes. Only in one all the tables are occupied, people come and go, it is clear that the work is going on full swing, and in the second there are several visitors, and the waiters are clearly bored. I am sure that many of you have also seen this interesting situation. The question arises: “Why is this happening?” In appearance, both establishments are decent, the prices are the same, the interior, exterior, service are all at the level, but still people go to the first cafe, but not to the second. Just a few days later, I again returned to thinking about this situation, because it did not give me peace. All thoughts agreed on one thing - probably in the first cafe there is something that is not immediately visible, some kind of charm, special service, attitude towards the client, something that makes an ordinary visitor come here over and over again, something that makes his regular customer. Thoughts are thoughts, but still need to be tested in practice. I spent two evenings in these establishments, and, to be honest, I was not mistaken. It’s not worth describing the details, I’m not doing advertising, but I’ll dwell on some points that you can use in your business. In truth, it was this incident that prompted me to write this article. So 4 simple rules, which will help you to turn from an ordinary visitor / buyer into a regular customer.

Related article:

Rule number one: do more than the client expects

If you have a really great establishment, or you create a good product, then customers will forgive small oversights without any problems, and sometimes they can even turn a blind eye to a more serious problem. And all why? Because the client sees that you are working, you want to please him, to exceed expectations. Remember a football match. If a team fights on the field, plays until the last second, snatches the ball from the opponent, but as a result loses, even if with a big score, then the stadium accompanies them with applause, because it’s not a shame to lose when you give your best. Also in business. Customers are not stupid, they see everything, feel everything, and will be more loyal if you try. So it was in this cafe. Everything is perfect, the waiter serves several tables, but it seems that he is personally assigned to you, a glance in his direction and that's it ... he is already ready to listen to your wishes, or take an order.

Cooking this article I have looked for other examples of this good relationship to clients. For example, Logitech produces Bluetooth mice with an adapter. One of the customers accidentally lost such an adapter, and asked for advice on the company's official website on where to buy it. Instead of unsubscribing with a few standard phrases, Logitech sent their client a brand new adapter in return. Tell me what's wrong? But on the other hand, this entry has collected thousands of comments, and Logitech in the eyes of customers have become even better. Whenever possible, I always try to cite as an example Apple. They have incredible tech support and the best way organized work with clients. Legends are already circulating on the Internet about the specialists of this company, because they will not always find answers to everything, absolutely all customer questions. Yes, even if their voice is not the same as that of young girls, they do not speak sweetly, but they will always help, solve any problem. What else does the client need? The main attention, and that he did not care about anything.

Related article:

All employees are part of a single whole

Before you try to earn customer loyalty, you must create a friendly microclimate within your company. Each of its employees, who in one way or another will encounter clients, must understand that a lot depends on him. Almost the fate of the entire business depends on his actions, his decisions, his attitude, his words addressed to the client. Just when each member of the team understands that he is an important figure, that his superiors appreciate him, take into account his thoughts, he will begin to treat visitors differently. Believe me, when a person works with joy, with a soul, with a desire, it can be seen on his face, felt in his actions and deeds. Of course, you will always want to return to a place where you are welcome, where you are served with incredible awe and attention. The cafe I was in also surprised me in another aspect. When I asked the waiter about this or that dish, he talked about it with such enthusiasm, as if he had enjoyed its taste a minute ago. In part, I was right. As I found out later, the waiters of this cafe travel the same way as the visitors. Therefore, without falsehood, with real emotions, they can tell which dish is better and tastier.

Have a sense of humor

Humor is an integral part of working with clients. Of course, you or your employees should not spread jokes left and right, but the ability to successfully and cheerfully keep up the conversation, joke about the topic, defuse the situation with an innocently spoken phrase is worth a lot. Speaking of humor, one always remembers the support of several large Internet companies: the VKontakte social network, where technical support workers are already accustomed to strange questions and not without a share of humor answer them, Yandex, with their "platons", which, if they are humorous contact, they will also gladly answer your requests, and the support of the PokerStars website. PokerStars is generally a fun story. One day, a user received a letter in which he asked when Judea is celebrating the new year. Of course, the administration could ignore this issue, but not this time. Having collected information on the Internet, they further provided an exhaustive answer, which amused the questioner, and the entire Internet community.

Related article:

smile

Incredibly simple advice, but many people ignore it. Scientists from various fields have proven that a smile is a universal means of communication. People trust more those who smile at them. But the main thing is that the smile should be sincere, not feigned, not squeezed out of oneself. Believe me, even the most gloomy person, if he smiles sweetly, will become a little kinder. Smile even when talking on the phone. Incredibly, but it has already been officially proven that a smile can be heard, because the voice of a smiling person changes, and we subconsciously understand that at the moment the person is well, he is smiling, kind, and ready to cooperate.

Loyal customers: businesses use different ways their retention and manifestation of a special relationship. But is it enough to use such ordinary tools as discounts and various privileges? Let's look at how a special relationship with service can demonstrate that loyal customers are a special value of the company and the treatment of them is also special.

First, a few examples in which regular customers receive special treatment during the service process.

In the office where I work, there is a small cafe on the ground floor where you can have lunch, but they also serve breakfast there. I am a frequent visitor to the cafe, where I often run into the administrator, chef and other employees of the cafe. So, the employees always greet me, even just meeting me in the hall.

A small fruit and vegetable shop near the house. The store often has one salesperson who remembers me because I am a frequent visitor. Now he always greets me politely, even if I'm just passing by, and of course when I return for another purchase. He also remembers what I buy and informs me about new products and advises me to try something. I notice that other regular customers also receive special treatment.

The hairdresser I go to for a haircut on a regular basis no longer asks what needs to be done. She remembers my preferences and just does her job with no questions asked.

All these people do not know who I am, why I chose their business or them personally. They only know that I am a regular, regular paying customer. In gratitude and respect for my loyalty, they display Special attention me as a regular customer.

Loyal customers are the greatest value in any business, so they deserve special treatment. Dedicated customer loyalty is one of the most powerful tools for creating an outstanding buying experience.

• The selection of regular customers creates a special friendly, hospitable and warm atmosphere;
• A special attitude towards a regular customer shows respect and emphasized attention from the business, expressed by its employees;
• Highlighting loyal customers demonstrates personal recognition and respect (something we so rarely receive in everyday life);
• If regular customers receive personal service with a special attitude, they receive luxury service, which is traditionally found in expensive places, but in fact can be provided everywhere.

In some businesses, regular customers number in the tens and hundreds, and it’s impossible to remember everyone. Modern people come to the rescue Information Technology, allowing employees to provide a personal service to regular customers whom they see (or do not see) for the first time. For example, in a taxi company, of which I am a regular customer, operators identify my name by phone number and immediately address me by name. They can also see my frequent travel itineraries and quickly confirm the route without any questions. In the Nespresso chain of coffee boutiques, salespeople see the customer's name on the screen (all customers have membership cards) and address all customers by name. This is how a personalized service is created that highlights this business (as well as many other elements) and in such a business all customers are regular, since all ponies receive special treatment.

When repeat customers are treated with emphatic respect, it creates a special buying experience. For businesses, attention to regular customers creates a real, based on personal positive experience (and not on tricks and insignificant handouts), attachment to the business. Attachment to the business translates into recommendations, which in turn leads to an influx of new customers. These new customers come in with positive expectations already set. If a business is able to meet and exceed them, then it gets a growing population of repeat customers. Not a complicated theory, is it? However, how many businesses have made this theory a profitable practice?

To make regular customers feel a special attitude towards yourself, follow the simple rules:

• Remember regular customers, and customers who visit you often;
• Do not forget to show them that you know them, remember their habits, wishes, preferences;
• for each visit;
• To the best of your tact, try to communicate with your customers on appropriate topics, learning something about your customers that will help you provide them with special attention and service in the future;
• Maintain a list of regular customers and store important information about them;
• If possible, provide regular customers with material signs of attention: individual discounts, offers and others that are not burdensome for the business, but noticeable to the client.

However, when showing special attention to regular customers, it is important not to forget about customers that you do not yet know, but who may be nearby. It is important to develop a certain model of behavior with regular customers, in which they receive due attention, but at the same time “ordinary” customers do not feel left without your attention and disrespect.

Are you a regular customer somewhere? Are you noticed, remembered and treated in a special way? Do you enjoy it? If you have regular customers, do you demonstrate your special attitude towards them?

And the last. We, clients, are used to being surrounded by impersonal masks that are worn on the faces of those people whom we give the opportunity to earn. Business employees are used to seeing the same faces of buyers. When business employees begin to recognize the faces of customers, remember them and get to know them better, they are no longer just masks. And for customers, business employees also become not just “salesmen”, “waiters”, “clerks”. Behind the labels arise real people. There are relationships based on human understanding, respect. There is a connection between two people. This connection brings to the business relationship values ​​that are not measurable by monetary gain, but which both parties certainly have for mutual pleasure and joy.

Modern buyers are people who understand the market conditions. They are demanding, knowledgeable, know their rights and know how to choose without forgiving mistakes. Under these conditions, companies have to hunt for regular customers.

You will learn:

• What are the types of regular customers?
• How and where to look for regular customers.
• How to work with regular customers.
• What promotions and discounts can be applied to regular customers.

What is the importance of regular customers for a beauty salon

The level of market competition is so great that in order to successfully survive, a beauty business no longer needs to satisfy the needs of new visitors, but rather retain regular customers.

It is very profitable for a beauty salon to work on repeat sales and tie customers to itself.

Interestingly, many employees and managers of beauty salons believe that their visitors will decide for themselves when to come. But this is far from true. If you think about it, we ourselves rarely make completely isolated and independent decisions - it’s easier for everyone to follow someone else’s example or recommendation, to receive a “sign from above”.

There is more than one solid thing about having loyal customers. advantage:

• a long-term relationship between the visitor and the master of the beauty salon reduces the fears of the consumer about different procedures;
• the closer we get to know a regular customer, the more we find out about his needs and the better offer we can make him;
• in addition to increasing income per client, regular visitors who are brand advocates increase the flow of new visitors to the beauty salon through their recommendations.

• Seasonality in a beauty salon: what to do during a decline in activity

What are regular customers

Among the visitors of beauty enterprises there are four main types:

1. autonomous;
2. friendly;
3. expansive;
4. indecisive.

Of course, there are no pure types; each person can combine certain traits from the listed characters.

• Autonomous.

Although Autonomous may be regular customers of the company, it is unlikely to build close relationships with them. These are people who do not make personal contact and leave all their interactions with salon employees in a formal plane. At best, they will allow professionals to communicate within social roles, such as "master" and "his client". Autonomous visitors are not those who simply have not been reached, they are even regular customers who are simply more comfortable in this format of interaction. It is important not to “torture” such people with persistent attempts to build communication.

The role of an autonomous client can be assumed by a beginner who is simply not yet familiar with the beauty salon specialists and therefore cannot fully trust them. Temporarily autonomous can also become quite sociable regular customers who have temporarily closed due to any life situations(for example, due to fatigue or difficulties at work). It is interesting that some people can choose the model of behavior of an autonomous visitor consciously (for example, to maintain social status).

• Friendly.

This group has a large number of regular customers. For them, the boundaries of social roles are gradually blurred, and they come to the employees of a beauty salon at the same time as friends or psychotherapists. These visitors talk about their lives, work, plans, easily make contact and share information with the master, which allows you to create unique offers for them that will be purchased with an extremely high degree of probability. Friendly clients, having established strong relationships with salon specialists, trust their opinion and easily agree to additional services and new procedures.

Of course, friendly regulars are a welcome group of visitors. But there are several serious pitfalls in working with them: these people, as a rule, are attached not to the salon, but to the master. Therefore, it is very important to prevent personal calls to the employee, non-work moments like smoke breaks, and attempts to dictate your terms. Tell the client that this is prohibited by regulation.

Regular customers who have friendly relations with the master can cause trouble to the specialist himself, not understanding where informal communication ends and the work of a beauty salon begins. Because of this, they can contact the master at his own time and, for example, ask to record them at a convenient time for them.

• Expansive.

This is the client that always attracts a lot of attention. He appears quickly, noisily, very active and overly emotional. His mood changes very quickly, and there is a risk of falling under the distribution if he is wound up. Regular customers of this type can require special attention and be very tiring. They talk a lot and are prone to peremptory statements.

Expansive visitors to beauty salons are often so hyperactive that they begin to suppress the master, violate his boundaries, pull and distract specialists from work.

• Indecisive.

In this group, as a rule, there are people who are not too confident in themselves and doubt everything. Even if they are regular customers of the company, as a rule, they will not make decisions, because they cannot understand what they want. These visitors will ask you to advise them something, to decide for them, to repeat something that is already well known.

At first glance, it is very easy to work with them - do what you want, because the client himself is not able to decide what he needs. But here there is a serious risk of becoming a victim of manipulation - by shifting responsibility for the decision to the master, an indecisive person begins to manage it.

How to find regular customers for your beauty salon

How many people do you think can be in your beauty salon? And what can be the number of regular customers? Theoretically, any resident of the area in which your business is located is a potential client. Or not?

Your customers (and ideally regular customers) are the one social group people who take an active interest in the company or purchase your services. It is important not to confuse the desire to attract all people in general and attract only the target audience of the enterprise. Attempts to convert all the inhabitants of the area into their customers will be a waste of money. Imagine how ridiculous it would be for a Mercedes-Benz showroom to attract all the passers-by. In order to develop a base of visitors who will become valuable regular customers of the company, the salon should work on a marketing strategy aimed at visiting the enterprise only by representatives of your target audience. Only this segment will lead to the formation of an effective base of regular customers.

Define your target audience and draw up a "portrait" of your client

To move away from spreading your marketing activities to everyone (everyone who has hair, nails, who may need depilation or peeling), you need to describe the portrait of your buyer as accurately and in detail as possible. by the most the right way is the analysis of the already formed base of regular customers. In the process, highlight the demographics, geographic, financial parameters, formulate what your visitors do, are addicted to and how your visitors live.

The more additional information You will collect about clients, the better you will understand what affects them, how you can attract them to a beauty salon, how to keep them, how and what to sell them, and what methods you can use to avoid conflicts with buyers.

Think about whether you are completely satisfied with the current segment of visitors, whether there is any subgroup in the target audience that you want to bring to the salon.

The collected data will help you build your work with regular customers in such a way that you will give the maximum level of service to your visitors.

This also affects the list of services provided and the choice of channels for placing an advertising campaign. At the same time, it should be understood that insufficient acquaintance with your target audience can lead to the publication of advertising messages where you cannot meet potential salon clients, which means a waste of money.

Required demographic characteristics that you must determine in your loyal customers:

• age;
• financial position;
• marital status;
• presence/absence of children, etc.

A demographic description of the target audience can be compiled not only on the basis of data collected by the administrator, but also through questionnaires.

The questionnaire can be divided into several stages and for the first time visitors can only ask 5 simple questions, and during further contacts ask regular customers to fill out the questionnaire to the end.

Once again, we list the questions that are worth asking.

• Your gender?
• Your age?
• Place of work, position or monthly income?
• Family status?
• Do you have children?
• Place of residence?
• What products and services do you miss in our beauty salon?

A demographic analysis of loyal customers is one of many options. In the description of the client, you can include a description of his lifestyle: what your customers are fond of, where they relax, where they go, what is important to them, etc.

Once again, understanding your target audience as much as possible will help you compose the most effective strategy on their attraction to the salon.

Where to look for new customers who will become permanent

So, we went through the stage of target audience analysis, made up an avatar of an ideal client or formulated a detailed portrait of existing visitors, decided who we want to see in the salon. We are even ready good publicity, which falls into the values ​​of the target audience. But for some reason the number of new visitors is not increasing.

The essence of the problem most likely lies in the fact that the advertising message was launched through the wrong channel and did not reach your potential regular customers. It does not spin where the life of the target audience of a beauty salon takes place, and simply destroys the advertising budget.

1. Site

Nowadays, a website is an obligatory point of contact with customers; a company without an official website looks frivolous. Although it is not at all necessary that it be a large and constantly developing portal with a million base of subscribers and regular customers. Often you can get by with a stylish minimalistic business card with services, contacts and a price list of the salon. You can supplement the page with photos of the interior and portfolio of the company's masters.

1. word of mouth

In terms of the level of trust in the advertising channel, recommendations from close people have always been and remain in the first place. Successful masters and beauty salons have been using this tool for a long time. For example, they ask regular customers to recommend their services to friends. And there is no need to think that this channel of information cannot be controlled. Just get started - and see how effectively your visitors distribute beauty salon advertising in their surroundings. After all, there is no woman who would not show her friends a very successful manicure and would not advise to go to cozy place with good service.

1. Forums

Regular customers and fans of your services can be found on specialized forums, as this is a channel that concentrates people who are interested in anything - cynology, embroidery, swimming, fashion, personal care, etc. Use the forums to find like-minded people, new friends and new clients.

1. Social networks

Now the most popular social networks are Vkontakte, Instagram, Facebook, Twitter and Odnoklassniki. These are valuable advertising channels where you can distribute information about the salon or master, as well as photos of his work for free. Many professionals use social networks as the main tool with which to find regular customers.

1. Blog

Now it is quite easy to organize a personal blog on the web. Make it useful for your target audience by posting hair care tips, articles about manicures, choosing varnishes, types of beauty treatments and home life hacks. Since a personal blog can attract regular customers, put the contact details of the beauty salon in a conspicuous place so that they have time to become familiar to readers.

1. Reminder for the client

Of course, a memo for the visitor also has a purely practical meaning - it gives useful information and explains how to properly handle the skin, nails, hair after the procedure, so as not to destroy the results of the master's work.

But the memo can include not only household tips, but also recommendations on the frequency of visits to the beauty salon. For example, you can specify how regularly you need to carry out the procedure for strengthening nails according to the "maximum" program and the "minimum" program. When working with regular customers, you can use a calendar in which the approximate dates of visits to the beauty salon should be marked in order to repeat the desired procedure in a timely manner. By the way, this information can also be taken from the database, where all previous sessions for this buyer are marked.

Update the memo at least every six months, distribute it among all visitors, even among regular customers who have been using your services for several years. This will be not only a reminder of your company, but also an unusual advertising channel used by 0.01% of all masters, which allows them to stand out from the crowd.

1. Business card

It is simply strange to work without a business card, as well as without a website - this is an indispensable component of the marketing communication of any business. But the business card business card is different. It is important to objectively evaluate your card: take it in your hands and see if it helps in attracting customers? Does it have all your contact details? Is the text on the business card concise, but does it provide comprehensive information about what your company does? Positive answers to these three questions give you "satisfactory" for the business card.

If there is a special offer on the card (such as a discount to the bearer), then this is a card for which you can give yourself a “good”.

“Excellent” should be put on business cards that will be stored in the wallets of regular customers and which you simply don’t want to throw away. If only because they are well-designed, but better - because they store useful or very important information (for example, a calendar for women or the date of the next visit to the salon).

1. Price list

As a rule, the price list is required in paper and electronic formats. The vast majority of price lists are standard in their appearance: the names of services are listed on the left side of the page, and the prices are listed on the right side. To stand out from the masses, it will be enough short descriptions procedures, interesting design a sheet (for example, like a menu), adding photos showing what the visitor will receive after ordering the service. Indicate in the price list that such and such conditions apply for regular customers. Don't limit yourself to price tags and bans that look more like threats than they attract new customers.

1. Client Exchange

Think about what other craftsmen and specialists your regular customers turn to. Maybe it's a fitness trainer, yoga instructor, nutritionist, hair removal master? Find those whose client base matches the target audience of your salon, and agree on a partnership: let them recommend your services to their customers, and you will send visitors to them. This is a simple and effective channel for finding new customers.

1. Advertising in print media

Newspapers and magazines still play their role in the market and, despite the spread of online publications, have their own audience. Try paid and free placement of ads and advertisements, analyze the effectiveness. As a rule, in small towns this is still an actual channel for attracting regular customers.

1. Collaboration with other artists

It would seem that the exchange of customers with their direct competitors cannot benefit the business. But there are conditions under which this can be a profitable move. Imagine that you have regular customers who sometimes would like to call the master at home or who simply find it difficult and far to travel to your salon. Such consumers can be transferred to other specialists, and from those, in turn, take away that part of the audience that is not suitable for these specialists for one reason or another (even if they simply did not agree on the characters). A few fellow competitors can bring tangible benefits to your salon.

1. Exhibitions

Never miss specialized exhibitions organized in the field of the beauty industry. There you will meet many potential partners and future regular customers at once in one place. This is a proven way to make a big statement about your salon. The main thing is to prepare high-quality self-promotion, stock up on handouts and excellent business cards, demonstrate your skills and attract as much attention as possible to yourself.

1. Self-promotion

We all know the saying "a shoemaker without shoes". So: try not to ever say this about you or your employees. A manicure master without beautiful and well-groomed nails looks very strange. If regular customers could forgive such an oversight, then for beginners this will only tell about the unprofessionalism of the person who is in front of them. A quality manicure can also attract the attention of people looking for their master, and outside the beauty salon. The main thing is to give them a business card in time.

1. ads

The classic mass posting of ads is a waste of time and money, because it requires a lot of work, but almost does not give a result. To use ads as an advertising channel, find bulletin boards in places where your target audience lives, rests and works. This will not only attract attention the right people, but also guarantees that the advertisement will hang longer than a few minutes, unlike the board at the entrance.

1. Chips

Review your list of services and determine what you offer or can offer that beauty salons that are in the same area or in the city in general do not. Find that advantage in your unique offer, which will help you attract new visitors and acquire regular customers. It is quite difficult to come up with a chip, but you can always turn on your imagination and use the experience of other professional fields. Maybe this is a special guarantee for the result of the procedure? Or a quick service? Pedicure and manicure in four hands in an hour and a half? Face mask while applying gel polish? Children's area? Men's office? Try to come up with something on which your uniqueness will be built.

1. Special conditions for clients' friends

Don't forget to run promotions for loyal customers as they can help grow your customer base. We all have hundreds of acquaintances, we are in contact with dozens of people every day, so there are always at least 5-10 people among them who will also need the services of a beauty salon.

For this group of friends of your customers, it is worth preparing special offers: for example, a winter SPA treatment with a 20% discount for both regular visitors and their friends. The promotion should always give a bonus to both the one who brings the client and the one who comes to you for the first time - both parties in this situation are interested in visiting a beauty salon. Pay special attention to those customers who often recommend you, bring a lot of people and have a wide social circle.

1. Test Drive

It is useful to use the experience of other business areas for advertising: when selling cars, showrooms offer a test drive and the opportunity to drive a car you like, in clothing stores we are given a chance to try on things and see how they sit. Taking a cue from these techniques, we can offer regular customers to try part of a procedure for free. For example, if you decide to increase the number of orders for gel nail polish, then why not offer to cover one nail with gel during a manicure, and all the rest with regular polish of the same color? After a few days, any woman will notice a significant difference when a simple varnish begins to chip and peel off, and the strengthening coating will still look like new.

1. Service

Always remember that a happy customer will bring two, and a disgruntled customer will take ten. To avoid the latter, keep an eye on service levels. Good service sometimes it turns out to be even more significant than the professionalism of the salon masters. A person satisfied with the service will become a regular customer of the company, and a person disappointed with even the rude intonation of the administrator during a telephone conversation will share negative emotions with so many people that can not only cut you client base, but also seriously undermine the reputation of the salon.

In no case should the level of service change depending on whether the buyer comes to you often or appeared for the first time, whether he purchases solid service packages or does the cheapest procedure. Every customer wants to feel special, and no one likes to feel neglected by staff who seem to judge you by your wallet. Everything is in the details. Offer newcomers and regular customers not just tea or coffee, but several varieties to choose from or a mug of hot chocolate on a cloudy day. Make sure you have a diabetic cookie or sweetener for those who can't have sweets but really want to; prepare new and varied magazines in the waiting area.

Not a single beauty salon and not a single specialist can stay afloat without clients. Therefore, the main efforts should not even be directed to attracting customers, but to repeat sales and ways to acquire regular customers. Your salon will not be able to make a first impression on a person twice, so be as attentive as possible to visitors even at the very first contact and make sure that the service in the company is always on top.

1. Client base

A well-maintained, detailed customer base is not only an administrative and financial accounting tool, but also a way to increase a company's revenues. In fact, finding new customers is always more expensive and yields less results than working with regular customers and organizing repeat sales. Analyze the base, pay attention to the preferences of visitors and the frequency of procedures that they do, prepare personal offers.

1. Phone calls

A phone call instead of a letter or SMS reminder will be more effective due to the personal nature and individual approach. If the client has not been seen in your salon for a long time, then call to congratulate him on the holidays, ask how he is doing, offer a gift for his birthday or New Year. Moreover, such communication building can lead to closer relationships with people and will prove useful in the future.

It is strange that many masters do not use this channel to maintain relationships with regular customers, because this does not even require financial investments.

Combine this method with what is indicated in the "Cooperation with other masters" paragraph. If your visitor changed his place of residence and stopped going to you for a manicure, then why not recommend him experienced craftsman next to the house?

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What should be done with clients of a beauty salon

To understand how good the service is in your company, analyze how many new customers you attracted over the past year and how much it cost, and then calculate the proportion of those who managed to keep as regular customers and motivate them to repeat purchases . If there are too few secondary clients in comparison with the primary ones, then this indicates that the level of service in the salon is far from perfect.

In order to retain visitors, it is important to constantly improve the service, and this requires an ongoing analysis of customer satisfaction and their complaints, as well as the improvement of loyalty programs. But don't forget to collect feedback is not the same as improving service; profiles of visitors should not go to the table, and you should not ignore their comments.

A high level of visitor satisfaction will be permanent only if several conditions are met.

1. The company must clearly and unambiguously formulate standards for the quality of work.
2. Every employee should have a stake in meeting these standards.
3. Requirements for the level of service should be known and understood by absolutely all employees of the beauty salon.
4. Questionnaires and questionnaires should always be ready for clients, which, after filling out, are analyzed by the company's management team.
5. The administrator of the salon is obliged to collect feedback from visitors.

In large firms, they open departments to work with clients and allocate a staff unit for handling complaints and resolving conflicts. This is a specialist who solves the problems of casual visitors and regular customers, receives calls and letters, collects claims and fills out questionnaires.

Beauty salons, as a rule, do not have such opportunities, therefore it is necessary that the fight against customer dissatisfaction be a common cause, and all employees, from the administrator to the masters, collect feedback. But it is up to the manager to analyze the received data and make decisions to improve the quality of service and prevent conflicts.

Satisfaction assessment also helps to develop the most attractive programs for regular customers, as a rule, certain bonuses are included in them.

1. Favorite client card

Issuing discount cards to your visitors is a proven and reliable way to motivate them to repeat purchases. Moreover: the system of discounts stimulates the purchase of the maximum number of goods and procedures at a time - it increases the number of items in the check.

Several discount systems for regular customers of the salon:

• one-time - a small discount (usually up to 5%) is provided once and for one service;
• basic discount - up to 10% when purchasing a whole course of procedures;
• promotional discounts - quite large discounts, 10, 15 or 20% (for example, during seasonal events);
• discount for a subscription - often used when selling subscriptions to a solarium and varies from 5 to 15%;
• cumulative - a discount provided by a special card. The card is issued after the client has spent a certain amount for some time, the amount of which depends on the capabilities of the salon and the profitability of the action. Usually cards are divided into the following levels:
  • bronze client 5–7%,
  • silver client 7–10%,
  • gold client 10–15%,
  • platinum client 20–25%.

Loyal customer cards can be issued with the right to transfer, or they can be registered as registered and work only for one visitor to the salon. Cards can be issued perpetual, or you can announce that they have an expiration date. The main thing is to explain all the conditions to your client.

1. Company birthday

Do not leave this date unattended and do not make it an empty formality - use the marketing potential of the holiday and make it not only corporate, but also interesting for your customers. Prepare a presentation, gifts and surprises, promotions, discounts, sweepstakes, new loyalty cards. On the birthday of the salon, you can demonstrate new services and products, hold contests and motivate customers to sign up for the future.

1. Clients' birthdays

Do not ignore the personal holidays of your visitors, because they are the ones for whom your business was created, and those who bring you money. If possible, supplement your database with the dates of birth of each client of the beauty salon. Prepare branded surprises, souvenirs and useful gifts for them, call and congratulate, offer to come and receive their gift. Firstly, if a regular customer has purchased services from you for at least 5-7 thousand, he has clearly already paid off a small gift. Secondly, having come for him, a person will once again visit the salon and can buy some other procedure. Thirdly, it will definitely increase visitor loyalty.

1. Deposit

This is a great business find. Give your customers the opportunity to deposit. What does it mean? A person can leave a certain amount on a deposit in the salon, from which payment for the services rendered to him will be deducted. This simplifies the client's life, makes him definitely return for procedures to you, and also increases the level of confidence in the salon and distinguishes the company from a number of those that do not use this feature.

1. Credit

These are bonuses for regular customers, relationships with which have been tested by time. If you have no doubts about your buyer and his solvency, you can offer him procedures on credit.

1. Decrease in prices for goods and services

Basically, price motivation is expressed precisely in cost reduction, which increases the demand for the proposed procedures. But pricing methods don't work over long periods of time and can hurt the margins of your products and services. If you're going to cut prices, analyze the implications and estimate how quickly your competitors can follow you, taking their share of customers.

Reducing the price is justified only if it leads to a significant increase in sales in the salon. Please note that the profit from promotional sales does not always exceed your costs, which means that it does not always make sense. That said, there's one more pitfall in the whole situation: you'll easily give your customers reduced prices, but how do you explain the subsequent increase to them?

1. Booking

Service for regular customers can be booking is a high-class approach to working with those visitors with whom the relationship is already strong enough to know approximately when they will return to the salon again. The essence of the service is to fix for the client a certain procedure time that is convenient for him for six months or a year in advance. This relieves the visitor of the need to re-register each time and look for a window in the beauty salon's schedule. Of course, there is a risk of losing money if the client does not show up and you cannot find another buyer at the same time. On the other hand, booking makes the visitor stand out from the crowd, shows them your trust and how valuable they are to your business.

1. Loyalty Cards

You should not issue discount cards to your visitors without knowing anything about them. Analyze your customer base carefully. Get a dossier for each cardholder, in which the staff must enter the maximum amount of personal information: last name, first name and patronymic, interests, any services, frequency of visits, habits. The master should be able to find out this information at the reception desk in order to find the best approach to a regular client. People visiting the salon for the first time should also be included in your database. And about VIP clients, your employees should know as much as possible, down to their musical preferences, favorite smells and procedures that these people are interested in. Such an individual approach cannot be ignored by visitors, and the information collected will allow you to improve your newsletters and special offers.

1. Presents

Holidays are the most active and profitable time for beauty salons. On the eve of such holidays as the New Year or March 8, the offices of cosmetologists, nail technicians and hairdressers are overcrowded, many visitors have to be turned away due to the absolute workload of specialists. But don't let your regular customers go unnoticed because of this. Present them with gifts, flowers, souvenirs, branded products, discounts and all kinds of bonuses.

Be sure to find out in advance if your visitors have children and prepare surprises for them (for example, for Children's Day). This will be a very pleasant gesture for clients and will definitely be remembered as a unique approach to working with people.

Nowadays, not a single serious beauty salon can do without its own small store with branded products or products chosen by the company's specialists. This saves visitors from having to spend time on the selection cosmetics, and allows businesses to earn on the upsell.

The same tool can be used to sell gifts to save regular customers the time to search for compulsory recruitment souvenirs and useful things to present to loved ones in holidays. Prepare gifts for children, men and women. Analyze your customer base and find something that will come in handy in the assortment of your store: high-quality jewelry or stylish ties, accessories or special literature. Choose something that will not spoil the image of the salon. To showcase your merchandise, brand your small shop next to the reception or organize a corner that will update the offer of gifts for different holidays.

Of course, there are many different bonuses that can be offered to visitors, but the loyalty program must take into account other important components.

• Service Level, which is influenced by many factors.

1. Salon qualifications. This is extremely important point. The professional level of the masters must not only be high at the start, but must also constantly improve. Your employees must keep up with the times, regularly attend refresher courses and master classes. It is in this case that you will be able not only to fulfill your obligations to customers, but also to offer them new methods of satisfying their requests and modern procedures.
2. The quality of consumables. All cosmetics and all preparations used in the salon must be tested and effective. If you are not a thousand percent sure about something, do not take it to work with visitors, otherwise, if the result does not satisfy the person who underwent the procedure, you will definitely not be able to find a permanent client in his person. It is possible that, having saved a thousand rubles on any means, due to an insufficiently good effect, you will lose tens of thousands.
3. The quality and level of equipment. Any device and any object in your salon exists only for the convenience of the client. And if the client is uncomfortable, unpleasant and uncomfortable, then you did something wrong. Furniture should be beautiful, comfortable and functional, and equipment should be modern and working without failures. Do not try to save on the comfort of visitors, their mood in the salon affects the number of regular customers.

• Salon reorganization

In order to keep up with the times and competitors, every 4-5 years should be carried out reorganization. It could be like overhaul, replacement of equipment, changes in the range and cosmetic line, and reforming the concept of a beauty salon. Without this, you will not be able to retain your customers for a long time, you will not be able to interest them again and again, and you will not repel the next blow of market competition. Keep track of new business ideas (and not only in the beauty industry), new players in the market, technology development and manage to implement it in your work.

• Work with personnel

No tricks and bonus programs will not help you retain regular customers if the communication of employees with them is not at the level. It is the staff that is the face of the company, and it is communication with the administrator or the master that determines the attitude of the visitor to the company. Develop standards of behavior for employees, maintain etiquette, internal regulations and communication rules.

Convey to your employees the idea that regular customers in a beauty salon need not only a manicure or peeling - they need a good mood and a pleasant stay. Let the masters and administrators immediately build warm and long-term relationships with customers so that they gradually change their status from a visitor to a favorite client.

The staff should carefully listen to the opinions of the clients of the salon, note all their statements about competitors, new procedures and products, as well as about the fashion for anything. The information received should be transferred to the administration and all claims, wishes and ideas should be discussed by the whole team in order to find ideal solutions that will please the company's regular customers. Employees should collect feedback and, during subsequent visits to the salon, take into account the expressed wishes or complaints, and implement ideas into work as quickly as possible. If a person sees that his opinion is being listened to, and his reasonable requirements are being met, he is unlikely to leave the ranks of the regulars of an organization with such a service.

Conflicts must be extinguished at the very beginning. It is unacceptable for an employee to conduct such behavior that can lead to a controversial situation. If the initiator is the client, then the primary task of the staff is to resolve the problem and satisfy the desires of the visitor. In the event that this is not possible, information about the conflict must be immediately transferred to the administration and management staff.

And even this is not an exhaustive list of activities in order to attract regular customers to the salon. But the main thing in it is that all service standards, corporate culture and rules of conduct for company employees should be regulated and fixed.

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Practice experience

Refer a friend and get 2 weeks free membership

Maria Kolachevskaya,

Service Director of the network of clubs "Fitness Territory", Moscow

Our network has been functioning for five years, and during this time, of course, we have acquired regular customers. According to the company's requirements, out of 100 contracts that have expired, at least 40 must be renewed in the next month (these are the indicators that we expect from clubs that have been operating for more than a year). To fulfill the plan, we have a program for regular customers.

Raising status for results. For visitors to our centers there are several types of cards: steel, bronze, silver, gold. A higher card status can only be obtained after a certain number of visits or after passing the TRP standards that we have developed in the company. Four times a year, we organize competitions during which you can pass the standard: clients run, pull up, long jump, bench press and do a set of flexibility exercises. Those who show results above a certain bar receive a new status. This gives them a new loyalty discount, a higher status card, gifts and a new contract. The TRP standards defined by our company are not easy to fulfill, but possible. For example, in the fall of 2015, 500 members of the club (adults, children and company employees) were given a new status. Even the director of the network passed the standards.

Thanks for the recommendations. This is a very simple move: for each client referred to a member of the club, we add at least two weeks to the membership for free. And a couple of times a year, the promotion allows you to get even more time in the club at the expense of more referred friends.

Perseverance Discounts. The sooner a loyal customer decides to renew their membership, the better. Therefore, the size of the discount is determined by how much time before the expiration of the contract the card is purchased.

Result. All these activities lead to the fact that in clubs operating in the first year, we have 40% of renewed contracts, and in clubs that have been open for more than two years, almost 50% of renewals. Moreover, according to statistics, in some parts of the network, half of the contracts are concluded on the recommendation of full members of the club.

Promotions and discount system for regular customers of the beauty salon

Let's think about what promotions the salon can organize?

• Demonstration of a new procedure or service (manicure, haircut, styling, pedicure) in the format of a model show. This is both PR for the company and entertainment for visitors. At the same time, the show helps to earn "word of mouth".
• Bonus programs, promotions for visitors, repeated monthly or quarterly.
• Partner exchange of clients with companies that work in a related field or are located nearby. Loyalty programs can also be calculated on bonuses from partner firms.
• Internet consultations. This service works to attract new customers and raises the status of the salon.
• Gift marketing (branded souvenirs, branded products).
• Innovative technologies and equipment in the salon, the most modern and original services, such as a fire haircut - a spectacular and non-standard procedure.
• Television or radio broadcast about salon treatments and beauty. For such events, an expert practitioner is involved, answering questions from the public and giving lectures on various topics.
• SMS and email newsletters. It can be both thematically useful series of letters, and selling chains. Emails that are edited according to the interests and characteristics of your regular customers will be effective.
• Free distribution of product samples (or sampling).
• Master classes for visitors. Useful and practical tips that can make life easier for your customers. For example, seasonal lectures on how to save yourself from beriberi in spring or autumn, how to protect your skin from the sun, and how to take better care of your hair in winter.
• Open days and presentations are a way to showcase the beauty salon's new products, announce to customers what technologies will be used and what procedures your offer will be enriched with.
• Development, development and promotion of the official website.

These events will help not only attract new visitors, but also acquire regular customers, develop relationships with the existing customer base. All this affects the status of the salon, its fame, image and, of course, sales. The main thing is to be patient and not stop working on improving your enterprise.

• Types of clients of a beauty salon and the nuances of working with them

How to run a promotion in a beauty salon for regular customers

1. Clearly define your target audience and find a partner.

If you have planned to hold any action in the salon, then the first step is to determine the target audience of the event. Given the characteristics of the selected target audience, you need to find the maximum the right partner working for about the same group of people. Equal partnerships during the action lead to a win-win situation and bring the greatest benefit to all parties.

1. Formulate the theme of the action for regular customers of the beauty salon.

After determining a partner for the event, you should clarify the list of holidays that will suit both organizers thematically. For example, a salon collaborating with a jewelry boutique is holding a campaign “Skin is as clean as a diamond!” and launches a heavily discounted diamond cleaning service.

It is best if the promotions last about a month, and end with a culminating event, for which the organizers prepare customers. Such a finale can be a presentation of a line of peels or a new apparatus for cleansing the skin of the face, or an exhibition of jewelry.

1. Let your target audience know about the promotion.

It won't work and your loyalty promotion won't work if you don't let as many visitors as possible know what you're running. As a rule, it takes a month to disseminate information. All employees should be notified about the upcoming event, there should be noticeable entries on the website, the salon reception desk. It is better to make a mailing list by mail and sms, as well as launch an advertising campaign, for example, on television (if this channel leads to your target audience).

1. Action culmination.

By this stage, everything should be carefully planned. It is necessary to describe the roles of employees throughout the scenario of the event: who is responsible for the design, for meeting guests, for experts, models, etc. It is best to draw up an individual list of tasks for each beauty salon employee. Your holiday should be interesting and attractive for regular customers and newcomers, which means you should enlist the support of real experts and masters of their craft. The higher the status of the invited "stars", the more likely that visitors will bring potential customers with them.

It is believed that large-scale events are more convenient to hold at the end of the month.

1. Analyze the results of the action and summarize.

Write down all the successful and unsuccessful moves during the action, fix the experience gained: what did you do, how, why, what results did it lead to? Save all tried and tested formats and written scripts - they will be useful to you in the future, even if they did not work.

Discount system for regular customers of the beauty salon

The justification of the new bonus system requires an understanding of what discounts are in general and for what purpose they are used.

There is such a thing as "discounts of good taste" - they are used by most types of business. These are discounts such as:

• promotions on the opening day of the beauty salon (relevant from one day to one month);
• discount for a regular client on his birthday (for one or more procedures, for one or more days before and after the holiday).

Other standard options for discounts in stores:

• seasonal - are used in those periods when the flow of customers usually falls and revenue decreases. You should not give discounts on classic hairdressing services (haircuts and coloring), because visitors will still come for these procedures;
• promotional - stimulate to go to your new salon, order a new procedure, sign up for a new master;
• apologetic - a way to apologize to a client who was inconvenienced by the salon (for example, the master was late or there was a nuisance during the procedure due to the fault of the company);
• discounts for regular customers - work to increase the loyalty of visitors to the salon.

Bonus systems, promotions and other marketing moves help to achieve various valuable results:

1. increase the client base of the company;
2. tie visitors to the salon and transfer them to the category of regular customers;
3. update the shopping mall by removing stale products from the warehouse;
4. increase the company's turnover (for example, through an upsell, during which additional products are offered at a special price or with a fixed discount).

However, do not overdo it with discounts on your services. Promotions with discounts should be a justified move and pursue one of the goals: to sell off the remaining products, to promote a service that is not familiar to customers, to remove goods with an expiring date from warehouses. Otherwise, the discount will only cause losses, not increase profits.

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How to calculate discount

After you have found the rationale for launching discounts for regular customers, you need to calculate the profitability of the event.

To calculate the minimum and maximum possible discount, determine the amount that the salon needs to receive in order to recoup the costs. This amount includes: Consumables, the work of the master and administrator, fixed payments of the organization (utility payments, taxes, rent, security, communications, etc.). Everything else is your income. The discount is issued by reducing the profitability of the procedure or product. Decide how much you are willing to cut off from the profits to complete the task.

The right approach to discounts

It is believed that the maximum allowable discount in a serious salon that brings a stable income is 25% of the cost. Use this bonus as little as possible. Even the closest friends and regular customers should not give discounts of more than 20%.

The most commonly used are discounts of 5, 10 and 15%, but they should not be given out thoughtlessly. First you need to evaluate what you will get in the balance and why you need to make a promotion. Imagine the situation: a lot of unsold shampoos and conditioners have accumulated in the warehouse, where the purchase price of the latter was the amount of 300 rubles, and you made a margin on them only 30%. You decide to make the following offer to your customers: “Buy shampoo and get conditioner at 30% off!” Great, you think, let's sell the batch at the purchase price and unload the warehouses. However, at the end of the action, it turns out that they went into the red. Because they missed a small mathematical clarification.

You made a mark-up on air conditioners in the amount of 30% of their purchase price, that is, from 300 rubles, and received a price tag of 390 rubles. But a thirty percent discount was already announced for the retail price, that is, they took away 30% from 390 and received air conditioners sold at 273 rubles. a piece.

So, as a result of this action for regular customers, you will not have to rejoice at the income and the solved problem of overstocking of warehouses, but from the profits received to extinguish the shortage - 27 rubles for each bottle. Look at it from the other side: you not only gave the buyers something, but also paid extra from your budget for them to take this gift.

So check everything carefully before giving discounts.

Who pays for discounts

It would be logical if the discounts were issued at the expense of the company's budget, and not the earnings of the craftsmen. After all, the latter still do their job and, in theory, their salary should not decrease. However, in fact, it is precisely from the income of the staff that discounts are deducted: if a specialist received 40% for a manicure for 500 rubles, and then the company announced discounts to regular customers, then the master will receive his share from the promotional cost of the procedure, for example, from 400 rubles. And it noticeably hits the pocket.

Therefore, it is extremely important to negotiate with the staff. Convey to specialists the idea that, of course, during the promotion, the income from each individual service will decrease, and not only for them, but for the beauty salon in general, but the main thing is that the discounts will not last long, and in the process the company will be able to attract new customers, who will return.

Information about experts

Bruno Leproux, CEO of Yves Rocher Vostok, Moscow. "Yves Rocher East". Field of activity: production and sale of cosmetics, services of beauty salons. Form of organization: LLC. Territory: about 220 boutiques and 30 beauty salons - in 90 cities of Russia. Number of employees: about 900 Number of purchases per year: about 6 million Number of regular customers: about 2 million Experience General Director in office: since 2007. Participation of the General Director in business: a hired manager.

Maria Kolachevskaya, Service Director of Territoriya Fitness club network, Moscow. GK "Territory of Fitness". Field of activity: a network of fitness clubs. Number of personnel: more than 100. Territory: Moscow, Balashikha, Samara and Cheboksary. Company turnover: 500 million rubles. (in 2014).