Jul 05 2008
Retaining Clients
In challenging economic times, retaining current clients is easier, and probably more important, than recruiting new ones. It’s easy to become complacent and forget to treat our loyal clients with the same enthusiasm we might have for a new client.
There are many ways to express appreciation to current clients, including, but not limited to, greeting them with positive energy at each visit, remembering what happened in the previous session, keeping your work fresh by not falling into the “same old routine” at each appointment, saving or e-mailing newspaper or magazine articles of interest to them, and many more.
I recently celebrated my 20th year in practice in Colorado Springs (plus seven in CA prior to that), and several of my clients have been with me since I started here. Although I always go the “extra mile” for these select clients, I decided to show my thanks for their loyalty in a non-massage way. I have a friend and client who owns a popular restaurant here. He made me a deal on gift certificates, so I was able to gift each of these 20-year clients with a $50 G.C. They really appreciated the gesture and I thoroughly enjoyed making it.
What do you do to show clients how much you appreciate their continued business?
Just curious as to whether that really has any bearing on retaining a client? Since they were clients for so long were they thinking of leaving for some reason.
Of course it is a nice form of appreciation and fun too, but what will really help retain clients?
The simplest thing is to just ask them ‘Do you want to make an appointment for next week?”
Julie
[reply to this comment]
Bob McAtee reply on July 10, 2008:
Hi Julie,
I agree that asking for the next appointment is an excellent way to retain clients.
I wrote about the gift certificate because I also think it’s important to let your long-time clients know that you’re not taking them for granted.
Clients stop making appointments for a variety of reasons, often without really telling you why. Continuing to show clients that you value their business, and beyond that, your relationship with them, is one of many keys to a successful practice.
Bob
Christina reply on July 16, 2008:
Hi Bob… love the idea… I’d go broke doing what you did… but, love the idea. I usually give hugs & vibrate their water in my heart chakra dish (for the hydration & the appreciation)… to retain, I offer package deals. The majority of my clientelle book a year at a crack. I’m now pretty much booked out through December with sparatic afternoon openings in Sept & October. God has been good to me. Thanks for the ideas!!!!
Donna reply on July 26, 2008:
I buy gift cards for small amounts, just $5 or $10, from such places as Blockbuster, Jamba Juice, Walmart and Subway. I put the Blockbuster card in a gift bag with a package of microwave popcorn and a natural soda (ie Hansen’s or Blue Sky), all together in a gift bag. I also give a nice soap, soy candle, aromatherapy lotion or a tube of Biofreeze, as client thank you gifts.
I recently stopped giving out bottled water (to be more “green”) and installed a purified water dispenser. Then I splurged on stainless steel water bottles as a gift for regular clients, which they can bring into the clinic and refill from our dispenser.
I routinely offer clients a tea bag after their session, to take home with them, such as a relaxing or energizing blend. Another nice gift is a mug imprinted with our name/logo. and stuffed with a variety of tea bags and/or cocoa mix.
I also like to give new clients a Welcome Pack. This consists of a canvas tote bag imprinted w/ our logo/name and filled with a variety of things: Jamba Juice Gift Card, magnetized business card, massage brochures, Biofreeze and other product samples, bottle of juice, mug w/tea bags, candle, referral coupons (intro discount for their friends), etc.
We send birthday cards to our clients on their birthdays if they are regulars, and I say Thank you and really mean it for any referrals they send. They appreciate the thanks and they want to help our business. Also for their birthdays and even other times, I will give my regular clients an extra 10-15 minutes If I have the time and if they have the time as well. (That helps them feel more special too).
I keep my prices affordable for most people and have had a wonderful 9 years experience of having a massage therapy establishment in a beautiful though “seasonal” resort city.
Also, in these hard economic times, I am charging $15.00 less for a one hour massage in cases where I know they can’t afford a massage. PLUS I tell them NOT to tip me as well, where they tipped before. That is a substantial savings to them. I am able to hold onto that once a week or every other week client after she/he had brought to my attention of not being able to keep their massage therapy appointments because of finances. Well think about it, I still am getting something instead of $00.00! I treat people the way I would want to be treated and we can not be greedy especially in todays’ world. This is how it has to work.. and I think that if you are truly sincere and interested and flexible with people and they like your work, you will not lose them EXCEPT in cases of financial devestation unless you are flexible. Called giving back! …you shall get back… Always! If Sincere!
I know not everyone can afford a massage. With a new client, If they can’t book another massage right away, we’ll say, “I hope that you will come back someday” (with a smile, with an added “don’t forget about us”)– sometimes I hear, ” My birthday is coming up, I will have (whoever) pick up a gift certificate, so, yes, I will see you again!” We also do ask every single time if they would like to book another massage which they actually appreciate the asking and say so and most always book another massage!
[reply to this comment]
Bob McAtee reply on July 29, 2008:
Hi Debora,
Thanks for your comments. They show that client retention strategies come in many forms. I agree with you that being flexible to meet the needs of clients goes a long way to engendering loyalty, and of course, loyalty is a two-way street!
Bob
I make my entire living in a small town (under 3,000 pop.). With rising prices, it is VERY hard to make a living, and it is becoming harder to retain clients, since they must buy gas and groceries first! I have a lot of success keeping touch with others, by eating lunch at local restaurants. Each day I work, I set aside time to go where working people go, eat my lunch with others, and it ALWAYS results in conversations about my work.
Everyone has an ache somewhere (I can depend on waitresses to give me an opening–”Gee, I wish I was seeing you after work today!”) and many times I make appointments while eating my lunch. It gives me a relationship with restaurant owners, cooks, waitresses, patrons, and it keeps me in the public eye (especially when I wear a “Massage” shirt or pin), while I’m doing something necessary for my own well-being. And it makes a lot of my lunches tax deductible!
I also try to provide my regular clients with thoughtful extras that don’t cost me a penny, but let them know that I remember them as an individual. Forwarding a particular e-mail to selected clients, adding an extra essential oil to a massage in honor of a birthday, asking about family members, or personal situations that they have shared with me.
As far as giveaways go–I have to be very careful because of cost. But I have discovered that a perfect wedding gift, or baby shower gift is a copy (I mean commercially obtained!) of a client’s favorite CD. I get a lot of comments about certain CD’s that I use during massages, and try to keep a couple on hand to use as gifts when the need arises. I think when a client plays this at home, it also brings up positive memories of a past massage, and creates a desire for another!
[reply to this comment]
Bob McAtee reply on July 29, 2008:
Hi Rebecca,
Your methods prove the adage that people want to do business with people they know. Your method for spending time with a range of potential clients, or referrers, is brilliant.
I agree that music is a powerful tool, and the emotional link between music and the massage experience is a strong one.
Thanks,
Bob