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Developing client relations
Date Added: 2009-11-06
Strong customer retention is one of the most important aspects of any firm - and - can turn a good salon into an exceptional business. One woman familar with this is Sarah Cross, who, through her career in sales and marketing, has developed a real passion for delivering results driven solutions for brands and, in particular, salons. In 2008 she launched a consultancy business called Uber. Salon Business found out all about Sarah’s unique form of customer relationship management advice.
“My core business is all about marketing and relationships. Or to be more specific, customer relationships” says Sarah. “Delivering innovation to customers, and giving them a reason to keep coming back is the key message”.
Sarah started the business in July 2008 after spending several years in the salon market working with Ghd. She speaks passionately about the 'Uber offering' and what she feels is so important about customer retention.
“Getting customers to come in is vital, I describe it as the Holy Grail of the business.” She beams.
Sarah also promotes the idea of developing a brand and making the customer excited it. This makes people more loyal towards the brand.
“The ‘Brand Club’ is a term I use to describe how to develop this idea of a high-end exclusive club or membership that your clients can be a part of. It could revolve around a loyalty card or something like that – it’s the exclusivity that makes it attractive.”
So what are Sarah’s top tips for customer retention?
“Analysing how frequently customers come into salons is very important. But you have to be more savvy about why they come in and what keeps them coming in. I know exactly what things work. For example, when people buy products they tend to be more loyal.“
“Being different is also important. As is an adaptive approach to marketing strategies and reward schemes (you could implement something over a three month period for example). Probably one of the best and most simple things is to treat people on a personal level.”
“I also think that positioning is very important”, explains Sarah, who says that you have to be aware how your salon is seen in the marketplace.
“Think outside the box - keep something back - keep an air of mystery.”
So how does Uber work? Sarah goes into salons nationwide to give them her professional advice “Firstly I would meet the salon owner and learn about their particular business. Then I go away and put together a three month plan and then help implement it,”she said.
So what’s next for Uber? “The new website will go live any day now and that features useful sections, like an area where you can download my latest top tips. Next year I am looking at developing a boxed-style product which outlines all the basic tools you need to develop your salon. It will be like a customer retention and business-boasting kit.
