Riders of the Storm
Jerry and Karen Gordon give their VIP clients the top, tress treatment.
They've weathered walk-outs, suffered recessions, seen bull and bear
markets, and thrived through it all. So what's Jerry and Karen Gordon's
manifesto on maintaining your base? Give people what they want-along
with what they've yet to discover they want. One route: Show
appreciation through a "new-experience." The goal: Make stellar
customer service your primary marketing tool.
Explains Jerry Gordon, who along with wife Karen, owns J. Gordon
Designs in Chicago, "It costs a lot of cash to market to new customers;
advertising is expensive and not always effective. In this economy, we
should all make a stronger effort to maintain our existing clientele by
providing exemplary customer service, value-added treatments and
superior customer-reward programs."
During November and December of last year, Gordon sent the salon's VIP
clients (the top 250) a beautifully printed invitation for a
complimentary, customized hair treatment, valued at $45. His three-fold
intent: Reward top-tier clients, introduce them to a new service and
expose them to a new product line. Triple play! The bonuses: The
service involved a relaxing experience, and clients were told its high
value, which they then equated with themselves. Results? Priceless!
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