Indoor tanning and floral delivery may not appear to have much in common at the outset; however, Chris McCann, president of 1-800Flowers.com, runs his company on some core principles that would benefit most other industries. They’re centered around the need to bond with customers – which, when done well, can stimulate profits and great word-of-mouth.
In his journey of building the floral giant from the ground up, McCann learned early-on the value of connecting with individual customers. He also learned just how wide of a range of personalities made up his clientele. The same comparison can be made in tanning. One customer may purchase every new, lower-priced lotion you ever get in the door, while another will only buy a few of your most premium (and high-priced!) lotions each year. The trick for you as a salon owner is to get to know who’s who – and tailor your sales style to them.
McCann offers several ideas for reaching clients, such as:
•Sticking to what you’re good at.
Diversification can bring added revenue, but it can also keep you from doing what you do best. Consider carefully how broad you’ll expand your offerings – and don’t lose sight of your original UV business if that’s where your commitment and strength are.
•Providing buy-in opportunities.
Whether you run a “tans for cans” charity drive, put out a suggestion box, or interact on Facebook and e-mail, make sure you are connecting with customers in some way. People are looking for places where they “belong” – it could mean the difference between creating a loyal customer and losing them to your competition.
•Recognizing today’s consumer.
The retail and economic climate of 2010 is completely different than that of 10, five or even two years ago. Although today’s customer is looking for increased value, don’t forget that every shopper is different. One client may need the value of a sale-priced lotion or free upgrade – another may be attracted to the long-term savings offered by a higher-revenue item such as an EFT program.
For more of McCann’s insight, visit the source link below.
Related Articles:
Customer Loyalty: How To Earn It
Customer Appreciation: Make It A Priority
Source:
NRF’s Shop.org: 1-800Flowers President shares tips on creating powerful connections with customers
