“Make new friends but keep the old. One is silver and the other’s gold.” You’ve probably heard these popular lyrics, which frequently are associated with the Girl Scouts. They emphasize the value of keeping old friends while cultivating new ones.
That same sentiment can be applied to clients. Marketing outreach to attract new clients into your spa or massage practice should be ongoing but never at the expense of jeopardizing client retention. From a strictly economic standpoint, it generally is acknowledged that it is more expensive to acquire a new client than to nurture and keep an existing one – as much as five times more costly.
No matter what you do, some clients leave. However, there are issues under your control, including “bad behaviors” that encourage clients to move on, Joseph Callaway in Skin Inc. article points out:
Making client interactions about you: No matter how confident you are of your skills; no client wants to work with someone who is patronizing or constantly singing their praises.
Letting apathy creep in: Do not let feelings of indifference creep into your work and business. Make efforts to continually care about clients and invigorate your passion for your work by expanding your knowledge and growing your passion.
Thinking that you know best: You may be an expert, but that does not mean your opinion is the only one that counts. Find out what your clients want and figure out how to provide it.
Successful client retention programs should focus on the following:
· Build trust
· Reward client loyalty
· Be flexible
· Make clients feel special
· Show gratitude
Do not stop actively marketing to bring in new clients. Just make sure not to overlook the valued clients who got your business where it is today.