Daily Task: 15 minutes
Mine your leads. Instructions here.
Project Focus: LEG
Keeping every client longer is very important for growth. But another key to retention is to have clients use your service more often.
Today, pull out your Sales Binder. If you don’t have a sales binder, write a list of each service you offer to your clients.
On a new sheet of paper, write the name of the service and how often a client should use the service for the best possible results.
Gym example:
Personal training – 3x/week
Group training – 4x/week
Open gym (uncoached) – 5x/week
Hairdressing salon example:
Haircut and styling – every 4-6 weeks
Color treatment – every 6-8 weeks
Deep conditioning treatment – once a month
Blowout styling – once a week
For each service on your list, write down a recommended frequency that would provide your clients with the best possible experience and results.
Add this recommendation to your Sales Binder.
Add this recommendation to your process after you perform the service. For example, every haircut should end with “This cut will last you about 5 weeks before you need a refresh. Let’s book for 5 weeks, okay?”
Train your staff to do the same.
When a client calls to cancel their appointment, refer back to your recommendation.
“OK, sorry you have to cancel for October 1st. But I don’t want you to go much beyond that, because 5 weeks is about the limit for your current cut. Can we get you in earlier?”
That’s right: instead of allowing a client to delay the use of your service (which results in less frequent use,) you want to increase the use of your service by setting an expectation of expiry date.
When a client calls to cancel their personal training appointment at your gym, or wants to start missing group training sessions:
“I understand, but I don’t want you to miss out on the gains you made from the previous workout. We’d do better to have you come the day before instead of missing a week – can you do that?”
Obviously, prioritize what’s best for the client. But having a client come more often instead of less often will almost always benefit them – and you.
