There’s a saying that all press is good press. That may be true for some; however, for small businesses, like your lash extension business, poor word-of-mouth marketing can have a really negative impact on your business and reputation as a beauty professional.
To mitigate the damage of negative word of mouth marketing, have a plan in place to manage it. While you may be under the impression that it’s next to impossible to manage what people tell other people about you, your business, or your services, it is actually entirely possible to manage word-of-mouth marketing. Here’s how!
Don’t Fuel the Fire
Do you know that Bonnie Raitt song that goes, “Let’s give ‘em something to talk about…”? Well, in this case, let’s not. The less negative the client experience, the less negative word-of-mouth marketing. Period. How can you ensure you don’t supply the client with negative word-of-mouth fodder? Consider the following:
Be Courteous & Professional
Remember that the client experience doesn’t start at the first appointment. It starts when the client calls or emails, asks questions, makes inquiries, and comes for a consultation. All of these moments are an opportunity to manage expectations, make a good impression and offer exceptional service. If you’re always polite, courteous, professional, and knowledgeable during all client interactions, they’ll have no reason to spread negative word-of-mouth feedback.
Be Trained
One of the biggest reasons a client will spread poor word-of-mouth feedback to others is if they’re simply not happy with the product or service provided. Paying clients should always be 100% satisfied with their purchase. To ensure that all clients leave looking better than even they imagined, ensure that you are trained to apply lash extensions correctly and safely. If you’re well-trained, you’ll be able to provide all clients with amazing lashes. They’ll be far too busy showing them off and telling others how beautiful they feel to share negative feedback about the product or their experience.
Be Safe
There’s one fast and easy way to earn bad word-of-mouth marketing, and it’s related to safety. Not having cleanly sanitization practices, not reassuring clients that you disinfect the room and tools or using products that don’t meet industry standards will all result in sure negative feedback. Especially if the client suffers an infection or reaction because of poor or unsafe practices. To avoid this, be sure to comply with all health, safety, and sanitization industry standards, and legislative requirements. If you need to brush up, consider re-training.
Be Presentable
Even if you give clients gorgeous lashes and you’re courteous and respectful, if your place of business isn’t inviting, or your lash room is a mess, it will create a bad impression. Be sure that your yard, laneway, and lash room are neat, clean, and presentable. And make sure you are too! Ditch the stained tee and sweats and go for something a little trendier and more professional to make a great professional impression, every time.
The Art Word-of-Mouth Marketing Management
Manage at the Source
Don’t ever let clients leave without asking them what they think of their lashes and the experience. Even better, ask directly if they would refer you. If a client says no, ask them why and correct the issue. Clients shouldn’t leave unless they’re delighted. This will ensure only positive reviews and lots of referrals.
Manage After the Fact
If the worst happens and you get some negative word-of-mouth marketing, be prepared to step in. Don’t just sit back and allow it to spread. How can you step in? Reach out as soon as you become aware. Bring the client back if the issue is product or service-related and fix the issue.
You may want to consider some creative alternatives as well, such as offering friends and family discount to an unsatisfied customer, where they get a discount, and so do any friends or family they refer. This way, even if the customer remains unhappy, she’ll hopefully still refer a friend or two so that they can take advantage of the savings. Then you have a whole new opportunity to wow a new client and have them tell everyone how awesome your business is. And hopefully, the fact that you attempted to connect with the unhappy customer makes an impression on that customer that you care, and you’re willing to go the extra mile to make things right and retain their business.
InfinitiLash - Where Beauty Meets the Eye
If you want to learn more about managing word-of-mouth-marketing, or how to market your lash application business, contact us to discuss our training programs, or to ask questions about our products, services, or the InfinitiLash Method. Visit us on the web 247 at infinitilash.com
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