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!