Client LoyaltyYour Most Valuable Asset

Name the most valuable asset of your business. Heres a brief inventory of what you may have chosen: clients, staff, location, knowledge, skills and service.

Good answers. Let me suggest another possibility: "client loyalty." Client loyalty has eroded in recent years, supposedly because consumers are obsessed with only one thing - price. Yet surveys indicate that client loyalty evaporates not only because clients are turning into fickle shoppers, but we contribute to this demise by not providing the things that inspire their loyalty.

Unleash these mannerisms that encourage clients to come back for more:

Be more memorable - You will improve your ability to get more clients, maintain client loyalty, and get unlimited referrals by making yourself memorable in a positive way.

Master your field - Expertise commands respect - and respect is the cornerstone of loyalty. Continuously educate yourself to learn current trends, techniques, styles, products, etc.

Nourish your relationship - Loyalty and friendship, even the casual kind go hand in hand.

• Have a positive body language. Be the first to say "hello." Use eye contact and smile.
• Speak their language. Be tolerant of their beliefs. Be able to speak diversely on a variety of subjects.
• Listen - You can understand your clients wants, needs and desires.
• Be enthusiastic - Clients gravitate to upbeat, positive and cheerful people.

Exceed expectations - Under promise and over deliver.

• Have a word - Most clients that have lost faith in a business can tell you stories about broken promises.
• Show interest - Use clients names, ask about their family, pay close attention to what they say. Be concerned about events in their lives they chose to share with you. Make everyone feel important by giving them your full attention.
• Follow up - It is not just an opportunity to learn, defuse dissatisfaction, or confirm the next visit. It is the foundation for "client loyalty."

Operate daily by this message - Post the below message in your salon to be visible for your clients and to serve as a daily reminder to you.

You, our clients, are the most important visitors on our premises. You are not dependent on us - we are dependent on you. You are not an outsider in our business. You are a part of it. We are not doing you a favor by serving you. You are doing us a favor by giving us the opportunity to do so.

• Because you have a need, we have a job to do.
• Because you have a choice, we must be the better choice.
• Because you have sensibilities, we must be considerate.
• Because you have an urgency, we must be expeditious.
• Because you are unique, we must be flexible.
• Because you have high expectations, we must excel.
• Because you have influence, we have high hopes of referrals.
• Because of you, we exist!!

Johnnie Smith is the owner of Distinctive Nails in Baton Rouge, La. She also is assistant competition director at the Proud Lady Beauty Show.