What is the purpose of the store's discounts activities and member cards?

This is Our Lash.

Almost every eyelash salon o will hold activities every year and every month. What is the purpose of the activities?

Is to improve performance, add to the store, and attract new customers...

All this is true, but the ultimate goal of a store's activities should be to increase customer engagement.

01 Purpose of store activities

How should we set up the activities discount of the store?

In addition to experience and reference, we directly use the primary thinking to think. The ultimate goal of store activities should be as follows:

First, let more people willing to come to our shop consumption;

Second, let more people willing to come to our store for second consumption;

Third, let more people always willing to come to our store consumption.

The ultimate purpose of all kinds of store activities we do is to increase customer stickiness and keep customers coming to the store for consumption.

 

Is the only way to increase customer stickiness is to give up the cards, or constantly give up the profits of the store, or constantly give customers discounts to the blood-vomiting credit cards? This is no doubt drinking poison quench thirst.

So what is the new way out?

02 Consumption incentive binding method

Consumption incentive binding method is king, for example Costco, the American retail giant.

Costco still keeps increasing profits year after year despite the recession of retail industry, which has a lot to do with its membership system.

He has two membership cards: the $55 Gold Start, the most common card, which pays an annual fee once a year and buys at Costco for a year with membership rates.

The other is the $110 Executive Black Card, which comes with  2% cash back.

Costco will send you a check after you've used it for a year, and you can choose to get cash back, or you can choose to offset the value of your purchase.

If you spend more than $230 a month, he recommends getting a black card.

Because, monthly consumption in more than 230 dollars, a year is 2760 dollars, according to 2% cash back, can get 55.2 dollars, in 55 dollars on the basis of the ordinary card, the black card is basically equal to free to do, and every year there are exclusive discount rolls, which is not for ordinary members.

 

Costco membership card is a typical case from the customer's point of view, when the customer pays for the discount card, of course, they are willing to come to Costco first.

First, let customers have the awareness of membership card;

Second, each consumption discount and cash rebate incentive will encourage customers to continue to spend in the store; As calculated above, it is easy for a customer to accept the cost of a card with an accounting. Clever point is to let the customer spend a small sum of money, but can bring a lot of benefits.

 

On the other hand, the eyelash shop owner can follow Costco's logic and play a little deeper. The lashes shop can apply for a membership card of $200, which will pay free of charge for the day's consumption, and also enjoy a 30% discount with the card in the future.

$200 is a price that everyone can accept but not willing to give up. A membership card is $200, and the value of a single lash extension is about $100, so the consumption is $100. This membership card model for users, in addition to the first free, can continue to enjoy discounts, very cost-effective.

For the merchant, the real situation is that the customer spent $100 more and did not get any products. If the customer holds the card to spend again, the merchant will generate continuous profit. If the customer does not spend any more, the price for the first time will be $200.

The owner of Beauty ciliary certainly doesn't want to make the $200 only, so it seems better to have a plan for the next trick. Members bundling tactics, in this card of $200, you can set up 2 buy one get one free invitation coupons, 1 half price coupon, 1 upgrade coupon.

Buy one get one free invitation coupon means that each purchase can be sent to her friends, promoting the expansion of customers; Half-price coupons and upgrade coupons are designed to encourage customers to make a second visit to the store.

The purpose behind these two coupons is two-fold:

First, by inviting coupons to attract new customers, loyal customers can help attract new customers, and after attracting new customers, they will have the opportunity to convert the chance of applying for card, and constantly expand the number of members.

 

Second, let the members repeat the store consumption, through the card with coupons to attract customers to increase the frequency of purchase.

Through the integral system and in the form of stamp, the customer will get a stamp for every $100 spent, from the initial level of "ordinary" to the later accumulative level of "medium" and "VIP".

 (Of course, the name of the level can be set according to the preferences of the store owner, different levels will have different discounts, and through the "upgrade" system, firmly locked in the consumer customers.)

 

What is the reference significance of the sales incentive binding method for the eyelashes stores?

 

You can't always think of giving big discounts to get customers to sign up for big cards.

Although the initial recovery of funds is relatively smooth, but in the long run, the book is very unhealthy.

 (The amount of refilling the card is the liability, and the amount of selling the card will be very slow due to too many discounts, and the store may have difficulties in cash flow in the later stage.)

We can consider changing the model of membership card. For example, the above mentioned membership card activity of Costco can also increase the stickiness of members (customers) and make them frequent visits to the store without making profits.

 (The above suggested price of membership card can only be used as a reference, please set the specific price according to the actual situation of the store)

So, no matter how the marketing campaign is played, technology and service is blood and bone, marketing and sales are skin, with good blood and bone, skin can play its value.

Store marketing activities are ultimately for customer engagement, remember this purpose, marketing activities will not be too bad.

 

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How to improve the sales ability of shop assistants (2)

 

Today, Our Lash is going to update the techniques and speech skills of lash artists.

01. Preparation in the shop

In order to make the lashes artists work more actively and cleverly to recommend the member card, the eyelash salon should also do some preparatory work, such as:

1) Regularly train the sales skills and conversational skills of lash artists. (Teachers of the same industry or similar industries can be invited to the store for training)

2) Assess the sales process and dialogue techniques of the eyelash artists once a month. (This can be done by the store manager)

3) Appropriately improve the performance commission of member card for lash artists, or change the performance commission file of selling memeber card. The more the performance is, the higher the performance salary.

4) The lash artists with good skills, strong sales ability and willing to cooperate with the team can be considered to be promoted to reserve store manager or store manager. (Good promotion space is also a way of motivation)

02. Some skills for lash artists to recommended member card

1) Strengthen sales awareness and practice a strong intention

Skill 1: set up a goal in life, such as: I will be a store manager, I will open my own eyelash store in five years, I will enter a company/store with better pay in two years.

Skill 2: set a numerical goal, such as: I need a month's income to reach XXX dollars; I need this month's performance to reach XXX dollars to achieve the highest level of performance commission.

Skills three: self-reward method, such as: I this month to complete **** performance can buy a package for myself, or go out to travel, or rest for three days.

2) Adjust your fear of difficulties and think out of the circle

Skill 1: self-suggestion method, if: I let the customer do a piece of $500 card, it is to save $100 for her expenditure.

Skilled 2: team learning method, such as: usually with other lash artist’s simulation practice sales talk, learn from those lash artists or store manager with good sales ability.

Skills 3: self-denial method, such as: the same shop, the same customer, the same circumstances, why I can't do my own customers, store manager or other lash artists can persuade them to run a card?

Get out of the cycle where you can't, deny yourself, and refresh yourself.

3) Empathize and consider from the customer's perspective

Skill 1: Learn to find the customer's consumption pain points, such as: in the first time to introduce to the customer the characteristics of the shop, or other communication process, finding out the reason that her eyelash is not strong, or smoked eyes, or unhealthy pain points.

Skills 2: Give customers a reason to spend money to do card, such as: "xxx, after the eyelash extensions, your eyes look particularly big and charming.”That's how you praise your customers and then they have a reason to keep spending money and get a credit card.

Skills 3: Save money for customers, such as: when recommend member card to customers, tell customers how much money can get preferential, the actual equivalent of how many times can be free to the store consumption.

03. Speaking skills reference

Skill 1:Ms. **, I see that you usually go to the store once a month or so, and each time you spend about $150, so I suggest that you do a $500 card, which is the most appropriate, with $100 as a gift and 20% off the membership price.

Almost half a year or so used up, also equal to more than 2 free grafting, when the time comes you used up and then continue the card.

Skill 2: Ma 'am, you'd be better off with a $1000 card. It can be used almost for a year, 365 days. It only costs $3 a day.

It's $3 a day, you don't have to put on eye makeup in the morning, you get an extra half an hour of sleep every day, especially in the winter, and it’s great. (If the customer tells you that she really doesn't have any money, remind the customer to pay by credit card installment.)

  

From the perspective of the store, we should try our best to improve the sales awareness and sales ability of the lash artists.

From the perspective of lash artists, they should have an active attitude, increase their own sales awareness, learn sales skills and speech skills in various aspects, and improve their sales ability.

This can not only benefit customers, but also increase the performance of the store, and improve skills and income for herself. Why not?

 

This is OUR LASH, one of the best korean eyelash suppliers for eyelash tray wholesale ,  wholesale 3d silk lashes, 3D mink lashes and so on. If you need any help, please contact with us.

How to improve the sales ability of shop assistants (1)

 

The salesperson's ability to sell is a pain, a huge and incomparable pain. Put aside the sales ability , at least they should have the sales consciousness .But there are clerks without this kind of awareness, especially the senior lash artists in the shop. Although the technology is good, the sales awareness and sales ability are very weak.

 

Why should we improve the sales capacity of shop assistants? There's no need to explain... Of course, it is to increase the turnover of the store and improve the income level of the clerks themselves.

Today, Our Lash will share with you how to improve your employees' sales skills.

 

How to improve the sales ability of shop assistants

The logic behind "Sorry to recommend membership cards"

01. "Sorry to recommend membership card" case

There are many shopkeepers who are thin-skinned and stubborn, and who have crossed the line to run ciliary stores, so they always manage the sales of their stores from the perspective of consumers.

Many stores follow the guiding principle of "sell if you don't sell". So, how can achieve "not sell but sell"?

First, it is about technology and service.

The second is marketing and sales.

In the technology and service to achieve the ultimate premise, the clerk only needs a gentle help, can do "not sell".

In such a store environment, there will also be a problem: some employees are unwilling or even embarrassed to promote sales to customers.

Lucy, a post-1995s beauty eyelash artist said, "I think it's a trap to trap customer. Too many nail salons now run away with the card, so I feel embarrassed to ask."

02. Why was the clerk embarrassed to push the card?

After analyzing Lucy's answer, from her point of view, the reason that feels embarrassed to recommend customers to apply for membership card is as follow:

First, let customers apply for a card, is to take advantage of customers;

Second, the beauty ciliary store pre-charge is not reliable.

03. The logic behind "Sorry to Push"

From a marketing perspective, what's the real logic behind this?

1) Lack of sales awareness and strong ambition

The basic logic of "sorry to push the card" is that the salespeople lack or even have no sense of sales and no strong intention.

The professional technology, high-end services, luxury decoration and other factors that enhance the competitiveness of the store are all for the purpose of allowing customers to consume in the store (to apply for cards).

So if you think your service is good and no need to speak out, you’re absolutely wrong.

First, you don't say, how do customers know your service is really good;

Second, you do not frequently remind the customer how to know that they need to apply for a card;

Third, if you don't push the card, how can you get more performance commission? How can the store have regular customers and the growth of turnover?

2) Have fear of difficulties, self-imposed limits

This is the second logic of "sorry to push the card", said that some of the popular is that the shop assistants see the world is small, narrow vision, involved in communication and sales in this aspect has obvious fear of difficulties, and carry out self-imposed limits.

Because they will keep giving themselves hints, such as: I am introverted, I will not say, I will not express, I do not understand push card, I am embarrassed to push card, I seem to be in harm, I seem to be sorry to customers......

They are so restricted to their own to draw their own circle, never come out.

3) Do not know how to put oneself in others' shoes and make subjective assumptions about customers' ideas

After solving the first two logics, if the third logic can be deeply rooted in the heart, then the clerk will have a sales weapon, can cut through the numbness with a sharp knife.

Should think like this: first, you do not push card, customers may also feel that your store is not confident, or wondering if there is a problem;

Second, you do not push card, customers may feel that your store has no discount;

Third, you don't push the card, do you let the customer take the initiative to say: "Hey Jessy, I will charge a $500 card today"?

Fourth, you do not push card, do not praise the customer, she will not have a reason to spend money;

In a word, you don't push the card, is equivalent to not giving customers a beautiful step down.

 

04. Unlock the "Sorry Push Card" skill

First of all, the most important thing is to explain the above three logics to the shop assistant first, everything must understand why.

Secondly, the store can use the card as a reward mechanism. A successful card can be counted as a thumb up, and finally the store will reward the clerk according to the number of thumb ups.

Concrete the sales volume directly into thumb up, the sales of member card changes into an actual recognition.

 

 

Finally, in the agreement signed with customers to do card must be marked back card scheme, and if the store closed down the principle of compensation, so as to protect the interests of both sides, but also let employees push member card more confident.

 

 

After a few more words, I think it is actually a sad story for our entire industry that customers say that the beauty ciliary stores will run away with money after they apply for the card.

If the lash artist also thinks that the customer will not know which day to close the shop and run away after completing the card, I think it is also the owner's sorrow.

Therefore, no matter as an individual or a company owner, it is necessary to establish a brand culture or an annual plan to give the employees a vision and confidence no matter the business is good or bad.

 

 

After reading it, will you still feel embarrassed to push the card? If you still feel embarrassed, bookmark it and watch it again tomorrow.

 

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How can we improve the performance of the store by delivering service one after another?

 

This is Our Lash.

Eyelash extension technology is not unique and may be easily copied by peers or replaced by other technologies.

Therefore, on the basis of technology and service as the core competitiveness of the store, regardless of the technical aspects, we need to refine customer management, achieve the ultimate service, customer satisfaction, mouth to mouth, and can be passed on, so as to improve the performance of the store.

01. Customer psychological analysis

1) Take the initiative to choose channels.

 

When a customer has a demand for eyelash beauty, she will definitely go to a variety of ways or channels to understand the relevant brands and store services.

If she has not selected the brand and store, she may learn about it through various channels, such as group buy website, outdoor advertising, street store door tags, consulting friends, etc.

If she chooses your brand and store, she may know your brand and store through less channels and more through comments and friends' introduction. She will focus on the technology, service, after-sales and other relevant contents of the store.(Therefore, the store's public reviews and high praise from website are very important, as is the reputation of existing members/customers.)

 

2) Passively accept high-quality services.

Generally speaking, customers have higher requirements for durable and repetitive consumer goods in terms of overall service quality.

There may be three or four eyelash shops on the street next to or opposite your shop. Faced with such a big competitive environment, shops need to provide customers with different experience and services.

When customers go to each store to try, she will be differentiated psychologically, each store has the price, technology, service, management and other aspects of the plan.

Given similar management, technology and price, customers are more likely to choose the one with good service.

 

02. Customer refinement management model

Since customers are more willing to choose a store with good service, how can the store achieve the ultimate service and customer satisfaction?

To provide services unexpected to customers, namely, the refined management of customers that we will talk about today includes the following five parts:

 

1) Management by objectives

Target disclosure at the beginning of each month (Target number of members converted this month, and Target number of customers that may convert this month)

Weekly goal discussion (focus on Monday morning to analyze the customers who have booked this week)

Strengthen the target of the morning meeting every day (check the historical data for the customers who come to the store on the same day, analyze the customers of key convertible members, and make sure that we have a good idea)

2) Data management

Record the detailed information of each customer (such as name, telephone number, date of first visit to the store, items consumed, amount of money, favorite style, related preferences of customers talked about during the service...

Record as much as you can)

Reasons for not converting will be discussed in the meeting (in the weekly target discussion, reasons will be analyzed for customers who failed to convert into members, and reasons will be found out to strive for next conversion)

3) Transaction management

For unfamiliar visiting customers, we should strive for each customer to stay more, and use interlocking plan to lock customers;

Use service details and chat techniques to close the distance with customers, and move customers emotionally;

The lash artist should be familiar with at least 10 cases of post-ciliary changes of customers, which can be shown in pictures.

When customers leave the store, please see them to the door and use farewell language.

For customers who only do eyelash beauty, we can recommend manicure, hair removal, semi-permanent, beauty and other items, as well as ancillary products such as eyelash fixation solution.

 

4) After-sales service

Customer 24 hours, 3 days, 7 days, 1 month telephone return visit;

Holiday SMS blessing;

Invitation to preferential activities;

Birthday blessing welfare reminder;

Communicate and deal with customer feedback in time

5) Value added management

Interview or research of some members and customers

A gathering of themed events

Reward for referral of members

According to customer data analysis, launch new theme activities

 

3. Value the customer's lifetime value

1) Classification of member customers

Use the member management system to classify the member customers, such as age, whether they have children, occupation classification, membership level.

Differentiated understanding through different categories can reduce the risk of customer management failure and maintain these members and customers well, so as to bring more referrals and word of mouth.

 

2) Analysis of active members/customers

Use the 80-20 rule to identify key members or unconverted key customers.

The transformation value of these key customers is manifested in repeated consumption, increasing customer unit price, transfer introduction and so on.

Selecting these members/customers whose contribution value is 80% from the overall customer base and continuously strengthening service and maintenance to retain these high-value members/customers can also reduce the cost of the store's marketing activities.

 

3) Necessity of exclusive interviews with members/customers

You may think that it is unrealistic to study individual customers to improve the profits of a store, but for a store, regular market research is very necessary.

Through one-to-one interviews, we can extract the commonalities of practical members/customers, so that when the lashes artist learns the information of other old members/customers, he can immediately know whether these members/customers have created the maximum value of the store.

 

Of course, fine customer management is not unequal treatment of customers, but the need for survival, development and improvement of performance of eyelash stores.

If the same amount of time and effort is invested in customer refinement, the results may not be as good. But by serving the members/customers with the highest value, you can get the most customer traffic and store performance.

 

That’s all. We are one of the best Korean eyelash suppliers of eyelash tray wholesale ,3d silk lashes wholesale and other kind of lashes. Let me know if you need any help.