Where to get a loyal client? Educate yourself! lining up marketing strategy, we pay attention to actions to attract new customers. And our reputation is created by proven and constant. Irina Revyakina, Candidate of Psychological Sciences, Associate Professor, Content Marketer, will tell you how to “tame” a client and make him permanent.

Today, the consumer can freely choose from a variety of products and buy what he likes, on one website 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- 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 her a good day. Interested? Surprise your clients.

8. Say thank you. Gratitude, respectful attitude to a person stimulate him to subsequent purchases. Do not forget to look into the eyes of the buyer and smile, and in telephone conversation make compliments, 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.

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Every time you lose a customer, you weaken the trade; the longer you retain a customer, the more justified your investment in marketing

Buck Rogers

“One of the main directions in the formation of strategic competitive advantage is to provide services over High Quality compared to similar and competitors"

writes an expert of ProHotel magazine, business coach and consultant consulting company"Leaders2Leaders" Inessa YERMISHKINA. Modern market trade provides for fierce competition.

And the owner who believes that regular customers will always shop only from him is deeply mistaken. Moreover, making a customer a permanent one is a difficult task and it is worth a lot of work for this.

How to meet a potential client?

First of all, even a well-trained salesperson should be, first of all, a person, and only then a trade worker. A good salesperson is well aware that in such a business, how to win a client, a lot depends on the first meeting.

A person should feel that they were waiting for him, they are glad for him. Be sure to say hello and introduce yourself, and do it in a friendly tone. Smiling sincerely, paying attention to everyone is one of the principles of successful trading. The seller is obliged to use it.

Goodwill in a relationship is one of the main factors in the question of how to get regular customers. No matter how aggressive and uncommunicative the buyer is, the employee of the trading establishment must remember that these qualities most often hide uncertainty and constraint.The client must be accepted as he is. Do not waste time trying to fix it and impose your opinion.

The task of the seller is different: to serve well, thereby solving the problem of how to make the client permanent. He may not completely understand the choice of the right product or, conversely, be a specialist, the main thing is that he leaves satisfied.

Even if the buyer asks, as it seems to the seller, stupid questions, they must be answered, and there should not be any arrogance in the answer. All negative emotions must be deeply hidden, otherwise it will reflect badly.

Ways to keep loyal customers

There is always a chance that a regular client will not go to competitors. The main thing is to use them correctly. There are several ways.

Questionnaire of a regular customer. Each person is pleased with the attention to his person, so you need to keep your own file of regular customers, writing down the name, phone number, what the person is interested in. When new products arrive, such a questionnaire will allow you to quickly contact the buyer and advise him on the product in accordance with his tastes and preferences.

The result will be the arrival of new customers. But at this stage, you need to think of a way that will help distinguish casual buyers from regular ones. And on this stage the main thing is to keep old customers, and only then you can start attracting new customers.

Pareto principle

What do buyers like?

The buyer will return to the store for the next purchase only if he likes it there. And to like it, you need to provide some additional reasons. It could be a loyalty card, a discount coupon, or something similar.

In fact, buyers like really low prices, conditions free shipping and, of course, gifts. But in cases with gifts, there is a condition: it is impossible for the item intended for the gift to be sold in a store. The loyal customer card shows how important he is for the store, and the customer, having felt this, will definitely return.

Reasons for not making purchases and how to overcome them.

1. The person has no need to buy. In this case, it is necessary to offer discounts and rewards to regular customers.
2. The client does not have the required amount of money. The way out is to buy on credit.
3. There is no rush to purchase goods. Here you can mention that there is a promotion for regular customers, and it will last only a few days, the number of goods is limited.
4. There is no basic desire. The seller must prove that possession of the thing will increase the person's prestige.
5. There is no trust in the product. In this case, only recommendations from other buyers, which are collected in a separate book in good stores, will work.

A competent seller, in addition to the purchase, will offer to buy something else, and when buying, there will be a discount for a regular customer. In five cases it works. All kinds of incentive programs are of great importance for attracting regular customers.

They have two goals: continuity and promotion. Another way to attract buyers will be thank you letter regular client. This form is very effective, because attention has never been superfluous to anyone. And remember that the more the buyer spends, the more he wants to spend further.

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 conditions and get rewarded for it. Reward clients who pass under the terms of the program with 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.

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 a quality product 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", and the new ones are not. Sometimes, one purchase is enough for a new customer to become a permanent one, as good bought makes him proud of himself and motivates him to talk about it: "You know, such 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 somewhere defective goods/ service or got nasty during the 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 repeat 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.

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. When you first meet a client, you need to make a good impression on him. 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 beauty spheres; 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 of a successful beauty industry specialist

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 its appearance. Working with unfamiliar people, the cosmetologist himself forms his own image of a business person. We don't have a second right to a first impression.
3. A successful cosmetologist must have such set of personality traits which are a guarantee of its success and competitiveness in the market of cosmetology services: professionalism, love for people, creative approach to business, tact, courtesy, 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, actual 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. Introduce a new service every three months 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 the 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, address Email. 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!