I just got a text the other day that many of us hope never happens: the guy who has cut my hair for years is leaving the salon. Oh no!
Not to over exaggerate, but it really is a big deal. I love my salon, but I also love my stylist. Walking into the salon is such a great experience, and David really knows my hair. They get me and he gets my hair. The problem is that David's new salon is pretty far away, and I'm not sure I'm ready to give up the experience that I've grown to enjoy.
So I decided to call the salon and ask them what to do. The receptionist is always so nice (part of the great experience), so I asked her who I should go to. She immediately remembered me on the phone (awesome), and proceeded to tell me that they were trying to get a hold of me.
She then told me that she had already picked out a new stylist for me and that the salon is offering a 35% discount for the next three cuts if I stay with them. The next three cuts!
Very clever. They are going to continue the great experience that I have always had with them, and then give me an incentive to stick with them for three more cuts. Enough to establish a new relationship and habit.
I love this example because people are always asking me if the principles in my book and in marketing in general apply to small business. I say absolutely, and this is a case in point. The salon has created a wonderful brand experience that has made me loyal and then created a promotional program to make sure they keep my loyalty. That is the Experience Effect for a small business! And it works, they are keeping me and just last night I had another amazing cut!
What's your experience? Jim.
President of Lippe Taylor
Author of The Experience Effect