Brad Sugars Says …
In this case our Business Coach first started by concentrating on sales, which had to be increased dramatically as profit was minimal.

We introduced testing and measuring strategies to find out where the customers were coming from, and we surveyed every customer. At the bottom of the survey page, we ran a referral promotion, and obtained an average of just under one referral per existing client. The referral was contacted and booked in for a half price haircut.

This bought a number of new clients in to the business quite quickly.

It’s funny how many business owners instinctively want to cut prices to increase profit. This is something I never advocate.

Pricing was increased by 10% and a new focus on average dollar sale was introduced. We then concentrated on developing systems within the business. We broke the whole procedure into stages, ranging from the initial customer phoning in, making the booking, and greeting them on arrival. We reviewed each stage and made sure we were giving the client the best possible experience.

If we were going to generate a flow of new clients into the business, we needed to exceed their expectations during their visit to ensure they come back and, hopefully, have them refer others to us as well.

We started giving “thank you” and “welcome” cards to new clients and referrals, and we reviewed critical non-essentials. We began to create as many magical moments for the customer as possible, to get them talking about “Live It Up.”

And it certainly paid off.