Riders of the Storm
Jerry and Karen Gordon give their VIP clients the top, tress treatment.
Theyâve weathered walk-outs, suffered recessions, seen bull and bear
markets, and thrived through it all. So whatâs Jerry and Karen Gordonâs
manifesto on maintaining your base? Give people what they wantâalong
with what theyâve yet to discover they want. One route: Show
appreciation through a ânew-experience.â The goal: Make stellar
customer service your primary marketing tool.
Explains Jerry Gordon, who along with wife Karen, owns J. Gordon
Designs in Chicago, âIt 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.â
During November and December of last year, Gordon sent the salonâs 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!