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ABMP: Client Retention Strategies That Work!
(c) 2018 ABMP 1
with Kristin Coverly, LMT
Client Retention Strategies That Work! Kristin Coverly, LMTABMP Manager of Professional Education
Two Types of Marketing
Yes, You Can Market Your Practice!
Essential Marketing Skills Made Easy
Kristin Coverly, LMT
ABMP Manager of Professional Education
Client Retention =
Satisfied retained clients tend to spend more, cost less,
and make valuable referrals to potential new clients.
The ability of a business to keep its clients coming back
over time.
It’s important because
Naturally-Occurring
Phenomenon?
ABMP: Client Retention Strategies That Work!
(c) 2018 ABMP 2
Survey: Why didn’t you go back?
Cost
Didn’t think they needed
massage
Too busy
Not enough
benefit
Misc
35%
26%
25%
8%
6%
Don’t
See
Value
Core Requirements
Excellent
Quality
Fantastic
Customer
Service
Fair Price
During the
Session
Beyond the
Session
Client Retention Strategies That Work!
Build Community
Reward Behavior
Incentivize
Increase Retention Rate
During the
Session
Beyond the
Session
Client Retention Strategies That Work!
ABMP: Client Retention Strategies That Work!
(c) 2018 ABMP 3
AskProduct
SalesCreate Value
During the
Session
Client Retention Strategies That Work!
Create Value &
Overcome the Barriers
• Get personal
• Connect the dots
• Revisit the past
Never
Assume!
In-person purchase incentive?
• Ask for it! Assume or recommend?
• Book multiple sessions.
• Upgrade or additional service?
• YOU are in charge of the next step
(call, text, email, etc.).
• Make it easy: online scheduling
Rebook
AskProduct
SalesCreate Value
During the
Session
Client Retention Strategies That Work!
Marketing Strategies
Communication Strategies
Beyond the
Session
Client Retention Strategies That Work!
ABMP: Client Retention Strategies That Work!
(c) 2018 ABMP 4
Build Community
Reward Behavior
Incentivize
Increase Retention RateOut of Sight, NOT Out of Mind
Session Follow-Up
• Check on results
• Treatment plan
• Thank you
• Email marketing
• Social media
• Postcards/Mailings
• Variety of methods
How do your clients want to
communicate?
Marketing Strategies
Communication Strategies
Beyond the
Session
Client Retention Strategies That Work! Marketing
Strategies
Promoting or selling a
product or service
ABMP: Client Retention Strategies That Work!
(c) 2018 ABMP 5
Frequent Visit
Reward
ReferralAppreciation
Membership
PackagePlans
Birthdays& Holidays
It’s Been a While
Marketing Strategies
Quick-ReturnOffers
More!Get Creative!Strategies: Reinvent the wheel?
Incentives/Rewards
DiscountsAdd-Ons &
UpgradesTime
ALL can be used as INCENTIVES & REWARDS!
Successful incentives work for…
&
Your ClientsYour BusinessWhat are your goals? What motivates them?
Who’s in control?
Who makes the decisions
about what, how & when?
YOU!
ABMP: Client Retention Strategies That Work!
(c) 2018 ABMP 6
Frequent Visit
Reward
ReferralAppreciation
Membership
PackagePlans
Birthdays& Holidays
It’s Been a While
Marketing Strategies
Quick-ReturnOffers
More!
Build Community
Reward Behavior
Incentivize
Increase Retention Rate
Birthdays & Holidays
• Plan (and have a plan)
• Birthdays
• Track dates through client file management
• Be consistent!
• Holidays
• Have fun, be creative, create your own!
Build Community
Reward Behavior
Incentivize
Increase Retention Rate
Frequent Visit Rewards• # of visits. Find your balance.
• Frequent enough to be motivating
• Hard enough to attain it feels like a true
reward
• Type of visits. Are there services
you want to promote?• Ex: 1 90-minute session + 1 Thai yoga
massage + 1 morning session: 1+1+1=Free!
• Have fun!
• Bingo-like card: they draw the letter/number
for a square each visit. Connect and win!
• Raffle: can add one entry every visit.
Word-of-Mouth Referral Appreciation
ABMP: Client Retention Strategies That Work!
(c) 2018 ABMP 7
Word-of-Mouth Referral Appreciation
• Ask!
• Make it easy for them to help you.
• Business card/postcard
• Email to forward
• Social media post to share
• Say THANK YOU!
• Reward them quickly.
• Give them something they want.
Let them choose!
Build Community
Reward Behavior
Incentivize
Increase Retention Rate
DiscountsAdd-Ons &
UpgradesTime
ALL can be used as INCENTIVES/REWARDS!
Successful incentives work for…
&
Your ClientsYour BusinessWhat are your goals? What motivates them?
End of Time
End Date (clearly stated)
How long do promotions last?
Birthday/Holiday - Frequent Visit - Referral Thank You
ABMP: Client Retention Strategies That Work!
(c) 2018 ABMP 8
Quick-Return Offers
• Choose time frame & service
• Any service
• Service you want to promote
Ex: Come back for [any service, a different service,
a specific service] in the next two weeks and
receive [incentive]!
• Change it up!
• Slow season only, rotate services, swap out
incentives, etc.
Offers to motivate clients to return for
another appointment in a short period of time.
Package PlansClient receives an incentive (discount, add on, upgrade, etc.) for
purchasing multiple sessions in advance.
• Same service/multi-service pack
• YOU create the packages
• Tip: save the money and
pay yourself when the
session is given.
• Get creative!
Gift card for a friend, etc.
Client pays a fee to receive special privileges & rates.
• Typically pays a monthly fee.
Ex: pay a $60 fee to receive a
monthly session ($10 below the
regular rate).
• Any additional sessions within the
month are at the discounted rate.
Membership Program
• Why?
• Encourages regular and consistent appointments
• Creates a habit
• Increases loyalty
• Increases potential for
word-of-mouth marketing
• Builds community:
special club, VIPs, etc.
Make it your own!
Membership Program
It’s Been
a While
Why haven’t they been back?
• May just need a reminder to book.
• May need a reminder of benefits.
• May need an incentive to try again.
It’s Been a While
• Plan (and have a plan)
• What happens at how many days?
Ex: at 45 days, send email w/openings
at 60 days, send text/mailing checking in
at 90 days, send email with an offer
• Track client appointments
•Client file management system
or software
• Consistency = best results
ABMP: Client Retention Strategies That Work!
(c) 2018 ABMP 9
More!Make it
personal
Change
It upGet
creative
Balance
Evaluate
Frequent Visit
Reward
ReferralAppreciation
Membership
PackagePlans
Birthdays& Holidays
It’s Been a While
Marketing Strategies
Quick-ReturnOffers
More!
Marketing Strategies
Communication Strategies
Beyond the
Session
Client Retention Strategies That Work!
During the
Session
Beyond the
Session
Math Bonus!
Client Retention Strategies That Work!
Do you calculate your
client retention rate?
• Why?
• How?
How to Calculate Your Client Retention Rate
What % of clients came back?
1. Choose a time period to study.
2. Determine your total number of clients at the beginning of the time period.
3. Evaluate the clients that came for a session during the time period.
4. Determine existing clients versus new clients.
5. Calculate the % of all existing clients (at the start of the time period) that
came for a session during the designated time period.
ABMP: Client Retention Strategies That Work!
(c) 2018 ABMP 10
Number of all existing clients
at the beginning ofthe time period:
_____
Breakdown of clients during the time period:
Total sessions = _____
_____ = existing
_____ = new
Client Retention RateCalculate the % of all existing clients that
came for a session during the time period.
_____ ÷ _____ = _____%Existing clients
during time period
Total clients at the beginning of the
time period
Client Retention Rate
How to Calculate Your Client Retention Rate
Number of all existing clients
at the beginning ofthe time period:
80
Breakdown of clients during the time period:
Total sessions = 100
40 = existing
60 = new
Client Retention RateCalculate the % of all existing clients that
came for a session during the time period.
40 ÷ 80 = 50%Existing clients
during time period
Total clients at the beginning of the
time period
Client Retention Rate
How to Calculate Your Client Retention Rate
Number of all existing clients
at the beginning ofthe time period:
80
Breakdown of clients during the time period:
Total sessions = 100
60 = existing
40 = new
Client Retention RateCalculate the % of all existing clients that
came for a session during the time period.
60 ÷ 80 = 75%Existing clients
during time period
Total clients at the beginning of the
time period
Client Retention Rate
50% → 75%
How to Calculate Your Client Retention Rate
Number of all existing clients
at the beginning ofthe time period:
120
Breakdown of clients during the time period:
Total sessions = 100
90 = existing
10 = new
Client Retention RateCalculate the % of all existing clients that
came for a session during the time period.
90 ÷ 120 = 75%Existing clients
during time period
Total clients at the beginning of the
time period
Client Retention Rate
80 existing clients → 120 existing clients
How to Calculate Your Client Retention Rate
Client Retention Strategies That Work!
During the
Session
Beyond the
Session
Math Bonus!
Kristin Coverly
ABMP Manager of Professional Education
800-458-2267, ext. 1658
Kristin@abmp.com
Thank You!
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