By Grant Miller, Salon Consultant

For the purpose of marketing and strategic planning, I like to break down the year into two halves. The first half of the year, I focus on growing the business by getting as many new clients as possible and growing my EFT memberships, which helps to build a base on continuity revenue to survive (and thrive) in the offseason. Most of your new clients are acquired during the busy season, so you want to pull out all the stops to grow your membership base.

As I enter the second half of the year, my focus changes to the retention of my members and using other high-profit services to increase my revenues.

Retention is an area where a lot of salons don’t always pay enough attention. Sometimes salon owners have an attitude or mindset that the customer will automatically think of their salon when they are in need of a tanning service again.

Always keep this in mind: “It’s never your customer’s job to remember you; it’s your job to make sure the customer never forgets about your salon.”

Click here to read the entire article in the latest issue of Smart Tan Magazine online.