expresses an interest in trying a new product, don’t treat it
like a one-time sale: treat it as an opportunity to get them
using that product for weeks, months, or years. If a customer
says that they’ve just moved to town, realize that moving is
one of those times when purchasing habits become particu-
larly malleable.
While Target’s approach was clinical and data-based, the
ideal approach to understanding customers’ behavior in the
spa industry is g ood-old-fashioned communication. Never
forget that talking to your customers is your most powerful
tool as an owner, spa manager or sales executive. This is the
essence of connection: talking to people, listening to their
responses, and trying to understand just a little more about
them each time you interact. The more you talk to your
customers, the more “inflection points” you’ll find—those
moments where you can convert them from a one-time
customer into a repeat spa goer.
You probably won’t have to figure out if they’re pregnant
through guesswork—they’ll most likely tell you that
themselves, assuming that you ask them about their lives
with excitement and candor. But you may just find a new
way to turn attending your spa, or using a particular product,
from a single event into a lasting habit.
And hey, maybe you’ll form a habit of your own. The cue
is a customer coming in. The habit is conversing with them.
The reward is boosting your business’s revenue—not to
mention the joy of making a positive impact on more and
more customers as your business grows. n
“If a customer says that they’ve just moved to town,
realize that moving is one of those times when
purchasing habits become particularly malleable.”
by understanding the science of habits,
you can turn a customer's occasional
massage into a weekly routine.
September 2018
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