Chapter 7: Building Customer Loyalty
After implementing some of the suggestions in this course you may think
you have the customer tightly in your grasp. Think again. Unfortunately,
customer satisfaction doesn't always lead to customer loyalty. These days,
even if your customers are completely satisfied with your service and
products, research shows that as many as 40 percent of them may purchase
services and products from other facilities. And, this includes the purchase
of diverted indoor tanning products.
What's the solution for customer loyalty in the shadow of diverted products?
Quite simply, in order to retain your customers buying loyalty, you need
to go beyond customer satisfaction and develop the rapport that will make
customers think twice about buying products from a diverted source.
The good news is that developing exceptional customer rapport is easier
than you think.
The following are rapport-building tips to help you go beyond customer
Establish a Common Ground.
Customers relate to those people most like themselves. They want to feel
a connection with the salon staff beyond that of just being a client.
That is why it is important to establish a common ground with each client
Listen And Show Concern.
Your customers always will want to talk about their most favorite topics--themselves.
The more you talk about yourself or your business, the more you may turn
your customers away. In general, people don't take an active interest
in a stranger's life. Therefore, stand out by building a relationship
through talking about the other person and offering compliments when appropriate.
One of the quickest ways to build rapport is through humor. A good joke
or funny story eases tension and breaks down mental barriers.
Keep A Positive Attitude.
When you're positive and upbeat, customers naturally will want to be
around you and do business with you. Even when business challenges reek
havoc on your nerves, how we choose to look at those situations determines
not only our own mood, but also our customer's mood.
When you go beyond customer satisfaction and create true customer loyalty,
you develop long-term relationships, which leads to increased sales even
in the face of product diversion. This is a quality that most "tan-free"
environments like outlets, drug stores, grocery stores, flea markets,
or unauthorized Web sites don't offer when attempting to sell diverted
indoor tanning products.
Warning The Public
What should we do about non-tanning stores selling indoor products? Some
salon owners have decided to "sound the alarm" with consumer
alerts warning tanners to stay clear of any source that offers tanning
products outside the doors of a professional tanning facility.
Salon owners are first educating customers that diversion occurs when
professional salon products like indoor tanning lotions show up in non-tanning
environments. These "tan-free" environments can be an outlet,
drug store, grocery store, flea market or an unauthorized Web site.
Salon owners are telling their customers that when they see an indoor
tanning product for sale in a non-tanning facility, the customer should
call the manufacturer and voice their concern. A personal call from a
potential customer speaks volumes to the product's manufacturer.
They also should let the store manager know that they are carrying a
specialty product that should be sold by a knowledgeable indoor tanning
professional. The manager may not care at that moment, but if enough people
mention it, they may be inclined to mention it to upper management. It
may make a difference.
As for a flea market, consumers need to understand that they may not
be getting the product they think they are. When purchasing indoor tanning
products at a flea market, customers are running the risk of purchasing
outdated, discontinued, damaged and sometimes even tampered-with products.
Also, many professional products, including indoor tanning lotions, should
be professionally recommended by a knowledgeable professional to ensure
proper use. As with tingle or hot-action products, indoor tanning products
are sometimes designed for different levels of tanning and should be used
only under certain conditions.
As for price, many times the products are available at the same price
that the tanning salon is selling it for. Contrary to what many people
think, diverted products often are sold at the same price as found in
the tanning salon. Therefore, what drives the consumer to purchase many
of these items at a retail outlet is the convenience of the facility.