To win back old customers you should contact people who haven't been back for a spray tan in say [4-6 weeks]. You should ALWAYS keep client cards for each customer (with their name, telephone, address etc). When you call begin the conversation like this ...
"Hello [NAME]. It's just a quick courtesy call to say 'Hi' and to let you know I'm busy in July/August. If you need a spray tan for a party or special occasion I'd be grateful if you could let me know now and I'll make sure you're booked in".
[If they're still undecided you could make a further comment]
"As a gesture, if you book now I'll give you the special discount rate I give regular clients ... only [£**] for a full body tan".
TIP: if you get an answer machine leave the same short polite message. Don't waste the opportunity to remind them! (Remember to leave your telephone number for them to call you back). Keep a list of people who you haven't spoken to and try again later.
When you call sound HAPPY and positive like you're really busy. A technique used by sales people is they smile as they start talking ... you'll be amazed how your voice changes and sounds more positive ... just by smiling!
Remember, some people may not have called in a while because they may have lost your telephone number. If there is another reason (if they weren't happy) now is your chance to reel them back in with a gesture to have a spray tan for a special price.
Loyalty cards encourage people to have 'regular' spray tans. Get your local printer to produce a LOYALTY CARD (85mm x 55mm business card size) which has 6 stamp spaces ... and the 6th stamp says "FREE SPRAY TAN!"
Give a loyalty card to every customer. Every time your customer has a spray tan you STAMP or sign each space (with a date). This goes on until after the 5th visit when they are then entitled to a free spray tan. This loyalty card will encourage your customer to make more frequent appointments to gain a stamp.
The loyalty card should have terms and conditions clearly printed:
• Stamps will only be added within [7 or 14 days] of the previous visit.
• Free spray tan must be used within [4 weeks] from date of entitlement.
It's up to you how often the customer should come back to gain a loyalty stamp. Don't have too many stamps to earn a FREE spray tan ... if you go beyond 6 stamps you may lose people's interest.
Don't forget: Print your name and contact/mobile number on each card. You never know who else may see it and get in touch!
Introducing a friend (and get half price on your next tan) is a simple but effective way to get your customers talking to their friends about you. Put a poster in the room where your message can't be missed and mention this offer while you are spray tanning.
You should keep client cards and make a note when a 'FRIEND' (new customer) comes in and who recommended them. A quick phone call afterwards to say "Thank you for recommending a friend" is a good system and you can also organise a date when they can have their half price tan.
Remember: have terms and conditions printed on the poster or marketing literature:
"Half price offer must be taken within [4 weeks] of the first visit by your friend".
It's up to you how long the half price offer is valid. The success of referals may surprise you! Even though you're losing a little profit on a half price offer, potentially you'll get much more from a new client (and friends THEY could recommend).
Deliver flyers to local houses or put posters on the notice board in local businesses. If you visit local companies look beautifully tanned (not orange!). You should ask permission from the office manager to put a poster on their notice board.
As an incentive you could offer the manager or senior member of staff a free spray tan in exchange for showing your poster.
Remember, not many companies appreciate 'cold calling'. If you just turn up you could have wasted a journey. Look in local business page (phone book) or get in touch with local companies and business parks you know who employ lots of people, particularly WOMEN and secretarial call centres (men are less likely to want a spray tan). Call before you visit and ask if you can 'pop in' to leave a poster and introduce yourself.
Contact your local printer to produce a good poster with a good message and offer. Don't forget to include your mobile or business number for people to call to make an appointment and more details.
Offer a prize (free spray tans) to local charities and organisations. This type of marketing works quite well if you choose the right event (don't waste your time sponsoring The Local Farmers Association!). If you've been to a charity function you'll know they raffle prizes and you could be one of the sponsors. Be aware of forthcoming local events through local paper and get in touch to introduce yourself and your company. If you pledge a small donation (say £25-£50) to the charity/organisation you may find your prize is prioritised.
Remember ... confirm with the organisor that your name will be printed on the official 'List of Sponsors' and if possible you should include your business telephone number. Provide a nice voucher in an envelope for the 'winner' to take away. You should state how long your offer is valid (e.g. must be used within [6 months]). If you can leave a business card on each table place (ladies names) that is also very useful for people to take home afterwards.
Look in yellow pages and speak to local businesses like Slimming World/ Weight Watchers/ Dance Schools/ Theatre groups ... places where they have a number of members who meet together. Ask the main organisor if you can come along to demonstrate how you do a spray tan. In the case of weight watchers you could make it more fun and offer a free spray tan for the person who lost the most weight that week (have extra spray tan solution just in case they are very large!).
If you're a confident person you could also contact the local council/authority and ask if there are any spaces in a public area (local shopping mall) you could do live demonstration and spray tans (they may charge you for the space). Have leaflets which people can take away with your details.
Tanning parties are the best way to maximise your profits and get everyone under one roof! Encourage your customers to invite a group of their friends to one house and all get tanned at once. The benefit for the organiser? They get tanned for FREE or can share the saving between the group of friends. You also save on petrol because you're driving to one address, not 6 different addresses. A tanning party takes approximtaely 2 hours from start to finish.
Also, give your business cards to each person. When THEY go out and their friends ask where they got a spray tan .. they can recommend your spray tanning service. See No.3: "Introduce a friend- half price offer". Let's face it, everyone likes a good offer every now and again, and a half price spray tan is a good reason for your clients to recommend their friends ... and then their friends recomend to their friends ... and so on.
Compare your price to other local spray tan businesses. Visit the spray tan directory on tanprofessionals.com and find out who offers spray tans in your area.
Learn how much other businesses charge for a spray tan and make sure you aren't charging TOO MUCH (or too little). If most of the competition are much cheaper than you this may explain if your business is quieter than you expected. But that doesn't mean the spray tan is better - you may have to charge more because you have to travel or use better products. Make sure your clients know this, people DO pay for quality.