Issue link: https://www.massageandbodyworkdigital.com/i/68013
6 WAYS TO KEEP CLIENTS Today's turbulent economy can be tough on massage and bodywork professionals, and it's likely to get tougher. In times like these, every client becomes a critically important asset you can't afford to lose. Marketing studies show consistently that the cost of finding new customers averages about five times the cost of retaining existing customers. And, these days, finding new customers is more costly and more difficult than ever. Keeping clients coming back should be a permanent part of your marketing strategy. Put simply, satisfied clients and their referrals are critical for the continued health of your practice. If that foundation is allowed to erode, your business is headed for certain trouble. With that in mind, following are six powerful ways to help you hang on to your existing clients and keep your business asset rich. 1. MAKE CLIENT SATISFACTION YOUR HALLMARK Client satisfaction is the least expensive, most powerful marketing medium available to you. Nothing will build loyalty faster than happy clients bragging to their friends about you and the quality of your professional service, just as nothing will eat away at your business more relentlessly than unhappy clients complaining about you over lunch at the club. "Some professionals tend to live in the moment, particularly when dealing with a difficult client," says Christopher Simmons, president of Neotrope, a business marketing firm. "By focusing on the long-term, and making the client happy right now, you plant the seeds for a long-term relationship. The 'brick wall' approach of adhering to inflexible policies can backfire in building relationships. Flexibility in client relations is essential in building long-term client loyalty." It sometimes takes both time and money to resolve a client complaint, and it can be especially trying when you feel the complaint is unjustified. Maybe it was your mistake in recording the time and date of the appointment; maybe it wasn't. The point to remember, however, is that the dollars you spend resolving any complaint are marketing dollars, which are arguably the most effective client-loyalty dollars you can spend. 2. TREASURE YOUR CLIENT LIST You are capturing the name and mailing address of every one of your clients into a flexible computer database, aren't you? If not, begin today. In time, you will come to appreciate the value of your effort. The job does not need to be time consuming or difficult. For the typical massage and bodywork practice, a simple way to keep track of clients is with a spreadsheet program, such as Microsoft Excel. "If you make a separate entry for each client with name, address, and other pertinent information such as date and time of appointments, you'll be able to tell at a glance who your best clients are and which ones you haven't heard from lately," Simmons says. If your record keeping needs grow as your business expands, data from a spreadsheet can easily be imported into a more elaborate database manager. Even if you use your client list for nothing more than an annual postcard reminder, it can be one of your most valuable client-loyalty tools. During slow times, a postcard listing all your services and products can bring in extra business while you cement the loyalty of your present clients. Bob Crawford, director of marketing for Sprint Business Solutions adds this advice: "Use each contact with your clients to learn more about them and their particular needs. Then, be sure to capture that information so you can use it to create better offers for them next time." 3. NEVER LOSE A CLIENT TO A COMPETITOR You don't need to be reminded that there are lots of competitors ready and anxious to snatch your clients away from you. Armed with that knowledge and your awareness of the cost of replacing a lost client with a new one, it should be easy for you to understand the importance of never giving a client a reason to stray. Once a new client signs on with you for the first time, you've done the hard part. Now, your job is to instill the notion that doing business with you will always be a satisfying and rewarding experience. visit massageandbodywork.com to access your digital magazine 25