This is an ongoing series that will talk about how to run a successful service-based business. Whether you are a hair stylist, a massage therapist, a barber, esthetician, or yoga studio, these posts are for you.
A key to the vitamin industry’s success, why annual sales are around $32 billion, is that vitamins are marketed as “daily” supplements, meaning that you take them on a regular and recurring basis. Vitamins become part of the daily routine of the consumer. If you only took them once in a while, the vitamin market would be a fraction of what it is.
You are probably wondering where I am going with this.
What can we learn from the vitamin industry that would apply to successfully running a service-based business?
I think the lesson revolves around two notions: recurrence and routine. A vitamin is usually taken regularly and at the same time each day. The more you can become a regularly scheduled part of your customers’ lives, the more successful you will be, the more money you will make.
What I am talking about is the power of “recurring appointments,” bookings that happen roughly at the same interval and at the same time.
Naturally certain industries lend themselves to this, such as class-based businesses and personal training. But the theme can be applied across any service category. For example, let’s say you are a hair stylist with loyal customers who come in for their hair cut at regular intervals. At the moment, you let them schedule their appointment as each hair cut approaches. But what if I told you that by setting those customers up with recurring appointments (through a platform like Schedulicity), according to our data, you will make on average 71% more per year. That’s right. 71% more!
The reason for this is pretty simple.
By getting onto your customers’ calendars on an automated regular basis, you are vastly improving the chances that you will see them at least 12 times a year (if they tend to come in once a month). Otherwise, you may see them once a month, but more likely than not, the time between visits will be longer as they forget, delay, or stuff happens.
I get that some of you may feel awkward asking your customers if you can set them up with a recurring appointment. It feels like asking them for a commitment after all.
So one recommendation might be to give your customers an incentive. Let’s say you give them a 20% discount for setting up a recurring appointment, our data suggests that you will still make 51% more on that customer.
Want to ease your clients into recurring appointments? Start with our friendly “Time to Book” reminder emails you can customize and set up to automatically send. They’re just one of the power-packed “set and forget” features that make up our Automated Marketing Add-On.
Remember it’s the little things, the little strategies that you apply every day to your business that will dictate your success. In this case, be the vitamin in your customers’ lives.
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