Recession Busting Secret Number 2

Focus on a New Customer/Client

Generating System

Simple supply and demand illustrates that high demand for something in low supply will lead to higher prices and a position of power. Such a position gives you the ability to raise prices and the ability to create wealth.

So, we need to create MORE demand for what you have than there is supply (or at least perceived supply).

What we can’t afford to happen is you spend every waking moment physically making your demand generation machine work.

We need to create something which consistently pumps out new customers/clients come rain or shine whether you’re around or not.

Here’s how we’re going to do it.

1. Get Prospects to raise their hands as interested in what you have.

2. Capture their details.

3. Educate as to why YOU are the perfect choce for them.

4. Remain in contact with them with timely, pertinent offers until they become a customer and beyond.

Nothing magical about that. BUT, do you do that now?

Let’s look at an example based on a local nail salon looking for new clients to see how it works.

My name is Jane Bloggs, I’m sat at home, fed up to the ‘quick’ (excuse the pun) with my poorly maintained, ‘ugly’ looking nails.

I’m 47 years old, a professional (in this case a doctor), own my own home, am married, have 2 children at university and earn over £80k per year.

A letter arrives at my door. Hand addressed, real live stamp in the top right hand corner.

Ummm, I wonder who this is from.

It’s not my Birthday, Aunty Gerturde is back from OZ and she emailed me yesterday so it can’t be her. My Mum is downstairs drinking a cup of tea so it can’t be her.

Dunno…I’ll open it and see.

I open up the envelope and am greeted by a personal, well written letter with the headline “Who Else Wants nails So Perfect You’ll Constantly Be Asked ‘How Do They Look So good?’”

What an interesting headline. Let’s read on.

I then read the rest of the letter. A well written personal invite from a nail salon a few miles away offering me a free nail consultation worth £35 and a free guide called ‘The Consumers Inside Guide to Selecting the Perfect Nail Treatments For You”.

Funny enough, I’d been thinking about my nails recently and am a bit fed up with the way they look.

Now, the letter says I can call the salon to book my free nail consultation; I call an 0800 number to get my consumer guide or head to a website to do the same.

I’m not sure about calling for an appointment yet – this is an interesting letter but who knows, it could be a con!

So… I head to the office and tap in the web address.

I’m immediately presented with a single page website giving me a number of options.

I can request my ‘Consumer guide’ by leaving my details and in fact there are a couple of other free reports on their too. One about ‘the 7 secrets to a nails so eye catching you’re friends will think you’ve been to Hollywood’ and one called ‘How to Stop Biting Your Nails Forever’.

Plus, there are a whole bunch of videos on the site from happy, smiling clients professing what an amazing job the nail techs had done for them.

There’s even a 100% money back guarantee on all treatments.

Blimey, these people look really good.

I think I’ll request my ‘Consumers Inside Guide’, have a read and then maybe go see them for the free consultation – what the ‘heck’ have I got to lose?

I type my details into the website and click submit.

Wallop, I’m taken to another page with more videos from happy smiling clients from my area and a voucher I can print for a FREE ‘bracelet’ with any first paid treatment if used within 2 weeks.

Geez, this gets even better.

What a professional, interesting, different and exciting way to present nail care.

I then open up my email and surprise, surprise there’s an email from the salon.

A really well written personal welcome from the owner telling me all about where she’s from, her family, what she likes doing at weekends, and a little story about her claim to fame giving that famous actor a perfect nails.

Plus, a whole bunch more comments from really happy clients, my free report attached to the email and even my voucher for a free bracelet!

You know what; I think I’ve just stumbled across something special here. I really feel like these people know what they’re doing and could actually help me.

Anyway, let’s print off the report and have a read.

“The Consumers Inside Guide to Choosing the Perfect Nail Treatments for You”. Ok, what have we got.

The 3 fatal salon selection mistakes and 5 steps to the perfect salon selection for you.

You know what, this makes sense.

I should expect amazing service from my nail salon. I should expect a 100% money back guarantee, and why would I want to go to a salon who can fit me in today… Surely if they’re any good they’ll be busy!

Two days pass.

Beep, beep, beep.

Oh…There’s a voicemail on my mobile. Let’s have a listen.

“Hi, this is the owner (she’d say her name) from XYZ nail salon. I just wanted to say hello and thank you for requesting our ‘Consumers Insider guide’ a couple of days ago. Just to remind you, we do have a £35 free consultation available for you. We’d love to see if we can make you look and feel your best. But please be aware, we are very busy and I can only hold the free consultation open for another 2 weeks. Hope to hear from you soon.”

Wow, what a pleasant message. And you know what; I had seen the expiry on the consultation voucher. Perhaps I’ll call tonight.

Another day passes.

5am on Thursday and I’m checking my emails. Aha…An email from the nail salon. A case study of a lady who’d been embarrassed by her nails for years. Wow, she looks great.

Ok, and some answers to common questions about the salon. How the consultation procedure works, how long treatment takes etc.

Ah yes and my free consultation expires in a little less than two weeks.

Ok, I’ll call today…

Another day passes…

Ooo…Post is here…

What’s this postcard?

Ah…Another case study from the nail salon. Geez, this lady has gone from a nail biting fanatic to having amazing looking nails. If they can fix her, they can sure fix me!

Right, I must call today and book in that FREE consultation.

Another 4 days pass.

Post arrives. A red envelope. Umm, what’s in here…?

Aha, another letter from the nail salon. Blimey, I’m glad these guys don’t give up.

A nice letter saying they’re concerned I’ll miss my free consultation. How it is 100% free with no obligation. And two more case studies from clients who’ve had their lives changed by having their nails fixed…

Wow, this is one professional outfit. I must call now and book my appointment.

“Hello, this is XYZ nail salon. If you haven’t been to see us before please press 1. If you have, please press 2.”

I press 1.

“Good morning, Claire here and welcome to XYZ nail salon. My I ask you name.”

Claire then asks me a few questions and lets me know that the earliest consultation available is in 14 days time. And while that’s outside the date allowed for my free voucher they’ll be happy to give the consultation free as they’re just so busy they can’t do it sooner.

Great I say. That’ll be fine.   I then come off the phone and jump on the laptop for work.

Ooo, an email.  Ok, it’s a confirmation from Claire confirming my appointment in 14 days time and inviting me to take part in a brief survey.

Why not?

The survey asks me a few questions about my feeling towards the salon so far, what has been great and also what my main reason for booking a consultation was.

There’s also an opportunity for me to refer a friend or family member and if they book in for a free consultation I’ll receive a £10 M and S voucher and if they proceed with treatment I’ll receive Theatre Tickets for 2. It’s clearly explained that the salon relies heavily on word of mouth to help them keep their costs down and thus keep their fees as low as possible and maintain the highest level of service possible.

Quite frankly I’m ultra impressed so far and they’d have to do something monumentally stupid during the consultation to get things wrong so why not! I know my sister hates her nails and my Mum is constantly complaining about hers and how her current salon is way to heavy handed and treats her like a ‘prisoner of war’.

I bet those people would look after them!

In the run up to my free consultation the communication doesn’t stop. I still get interesting, educational emails and a couple of postcards and the day before I even get a little reminder message left on my voicemail.

If these guys are half as good at nails as they are at clientt communication then this is gonna be great!

STOP!

Ok, let’s take a quick pause here. I’ve just described the bare bones of a high value and very effective client attraction system.

Did you notice all the different things that happened?

All the different ways we were immediately presenting value and immediately positioning ourselves as something completely different than the norm…

Now, what’s really important in this example is not so much how we instigated the initial interest – direct mail is one way but it could equally be via a magazine ad, newspaper ad, Yellow Pages, TV, Radio and article, press release, telephone etc, etc. but rather the comprehensive value and benefit driven follow up.

In the example we followed up with the ‘prospect’ many times.

In reality this person may have responded a lot sooner or may have taken even longer to respond. What’s key is that we keep following up until they do.

Now, there is a point where that becomes counterproductive but we’ll leave that until another time.

You see one of the BIGGEST mistakes businesses make is not following up with the interest they generate from their marketing.

MOST people will NOT respond on the first touch – the first time they are exposed to us.

It’s therefore essential we capture the details of the interested people early and then focus on maximising new clients from those people with their hands raised.

Using the ‘lead generation’ approach I’ve just shown you then overtime you will build up an enormous ‘pile’ of ‘hot prospects’ i.e. people who have shown an interest in what you have. AND, you can at any point send those prospects an exciting offer and you will instantly generate new clients.

The larger the ‘pile’ of ‘hot prospects’ the more customers/clients you will generate.

Imagine the feeling of security and ‘power’ that will give you. Pretty cool eh?

And don’t think it all needs to be manual labour. Nearly everything that happens can be automated!

Ok, I went into that in a lot more detail than I expected but it is of VITAL importance. There are a LOT of secrets to success in there. Be sure to re-read it, circle what you don’t do and apply to your business quick-sharp…

And grab your FREE Salon/Spa Profit Gift if you haven’t yet => Free Gift Click Here

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