Some salon owners have been enjoying a surge in business thanks to being featured as part of a daily promotion on sites such as Groupon or livingsocial. In case you’re not familiar, these companies serve as a state-by-state deal broker, delivering a "can’t miss" daily offer into subscribers’ e-mail in-boxes.

The thrust of the success of programs like these is their ability to help business owners reach a broad demographic of new customers who might not otherwise have heard of or visited the establishment. However, while new clients are great, it’s the ones you convert into long-time customers that will really pay off.

Atlanta-based CEO of Adility, Thomas Cornelius, offers several suggestions to help salon owners retain clients who come to the salon via a daily-deal Web promotion:

•Be prepared to make the best-possible first impression. If you are in negotiations to run an online promotion, you’d better make sure your salon is in tip-top shape by the time new traffic comes through the door.

•Make a concerted effort to connect with newcomers. It’s tempting to have employees run through your salon’s policies almost like a script – but don’t miss the chance for them to have personal conversations to help give customers a warmer welcome.

•Don’t miss the opportunity to expand the sale. A daily deal gets them in the door – but it’s also a great chance for you to continue wooing customers with special incentives developed just for them. Remember, they’re there because they couldn’t pass up a deal; capitalize on this by offering more must-have specials.

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Source:

Bloomberg Businessweek: Today's TipGet Customers Back After the 'Daily Deal'