As difficult as this task may sound, it is doable in practice. So let's look at the main opportunities for increasing the Income of your institution.
Attraction of new clients
Growth of the average check of existing customers
Increase in the number of visits to existing customers
Extension of the term of customer loyalty to your beauty salon, fitness club, medical center.
As a rule, owners focus on attracting new clients, but this is the most expensive, difficult and least effective way to increase the profit of a beauty salon, fitness club, or medical center.
For example, consider the "average beauty salon". Let's say our client base is 1000 customers who visit the salon 5 times a year (the national average).
Suppose that customers remain loyal to the salon for 3 years, and on average leave 200 UAH in the salon per visit.
This means that on average, one client brings a beauty salon UAH 3000
200 UAH per visit * 5 visits per year * 3 years = 3000 UAH
And the total income received from all clients of the beauty salon will amount to UAH 3 million.
Now let's assume that the average customer check has grown from UAH 200 to UAH 250.
Thus, our income will amount to UAH 3 million 750 thousand.
250 UAH per visit * 5 visits per year * 3 years * 1000 clients = 3.75 million UAH.
We earned an additional 750 thousand UAH, which is equivalent to attracting 250 new customers who leave 200 UAH per visit. Surprisingly, it turns out that increasing the average bill by 50 hryvnia is much easier than attracting 250 new regular customers.
Now let's consider what happens if, on average, a client visits our beauty salon not 5, but 6 times a year.
Our income will increase by more than one and a half million hryvnia.
250 UAH per visit * 6 visits per year * 3 years * 1000 clients = 4.5 million UAH.
We got an effect equivalent to attracting an additional 500 new regular customers.
What will happen if customers not only start buying more and come more often, but also remain loyal to our beauty salon not 3, but 5 years?
250 UAH per visit * 6 visits per year * 5 years * 1000 clients = 7.5 million UAH.
We got an overwhelming effect equal to attracting 1500 new regular customers.
Even more impressive, we only need to focus on two of the four growth conditions. If you do it right, then the third component of growth will come naturally.
Let's think about how to convince customers to visit the salon more often and leave more money
you need to convey the value of your products and services to the client so that they feel VALUE.
improve communication so that the client feels you care
focus on keeping your promises
if these conditions are met, it is highly likely that the client will stay with your salon longer, and it is also likely that he will recommend your salon to his friends.
So ... let's start with ourselves.
ISMIe