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Put Your Clients to Work

Bill Lee February 2013 issue of Skin Inc. magazine

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No one can truly understand your clients or genuinely share their aspirations without being a client themselves. If you can harness the knowledge, natural enthusiasm and peer influence of your very best clients, they’ll market and sell products and services for your skin care facility better than your internal resources can—at a fraction of the cost. But it does require some new thinking.

Often businesses think their best opportunity is with the biggest spenders or the most loyal clients. Not necessarily. Loyal clients don’t always promote you—in fact, it’s likely they’re not—and big spending clients may not have a good story. So who are your potential high-value clients? First, they’re loyal. Second, they have a story to tell about how your product or service helped them, and they’re eager to tell it. Third, they have access to influential networks that contain more clients like them.

Even clients who say they’d be highly likely to refer your facility to a colleague or friend aren’t actually doing so. You have to make it easy. New technology allows clients who identify themselves as promoters on surveys to immediately provide a recommendation on the spot, which then can be shared with their Facebook friends, LinkedIn colleagues, or Twitter followers automatically.

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