“New clients will not come to you anymore - simply because you are good. Have you already noticed it?”

In today's world of beauty business, it is not easy to promote your clinic or salon, as the competition is very high. About how to attract a new client to the salon and keep him, in an interview with estet-portal.com he told  recognized authority in marketing Dmitry Rosenfeld - Chairman of the specialized jury of the Kyiv International Advertising Festival and member of the grand jury of the Effie Awards, winner of the Golden Diploma "Best Speaker" B2B Masters (2016), founder of a marketing company  ROZENFELDOFFICE, which specializes in promoting companies in complex competitive markets.

How can a clinic or beauty salon advance itself in the information technology age?

DR Today we are experiencing a period of oversaturation of cities with salons and clinics. They are on every corner, in every house. Competition is growing and profits are falling. At the same time, costs are increasing, various payments are growing, and materials are becoming more expensive. Salon  costs are growing faster than consumer incomes.

What to do in this situation?

DR The secret of the future beauty business lies, first of all, in competent marketing. It is no longer enough to be just a good salon or clinic. Those who do not engage in the marketing development of their business will gradually lose out to those who will concentrate on this in 2016-2017.

In recent years, salons and clinics have been improving the quality of their services and creating friendly relations with their clients. They felt that this was enough. And this is a mistake. And a strategic mistake. And today it stopped working. Yes, it is necessary, but by no means sufficient.

Without the emergence of new customers, the business will not develop. New clients are NOT your friends yet. Their loyalty to your business is zero.

You need a constant increase in new customers. Tactics of survival and "eating" existing customer base – doomed. And building up a clientele with such high competition without marketing is no longer possible.

No one will come to you simply because you exist and you are good. Have you noticed this yet?

The solution to the problem lies in understanding the ulterior motives of your future clients. It is not enough to "understand" the client, one must "hook" him something, some tricks. You need to prove your  advantage over other competitors.

And then on and on… It's not enough to "get" client, you must also be able to keep him, and then also turn him into your "messenger"; -  into a person who will recommend you to everyone. This is the only way to keep the customer's loyalty and create word of mouth.

Your development is in the marketing analysis of your customers. Not in “to whom and what do we sell?”, but in “why do they buy it, and what do we do so that they will then buy something else from us.” You should not go through the “we can do it” strategy, but through the “you will get what you need, even if you yourself did not know about it 10 minutes ago.”

Knowledge of the target audience and marketing chips – here is the guarantee of a rich future.

It turns out to be easier to buy a device for $100 000 than to sell a penny face mask for 2000 UAH.

What marketing tools do you consider the most effective for a clinic, a cosmetic brand, a doctor?

J.R. The most effective tool, of course, is word of mouth. But it seems to everyone that it is impossible to neither manage it nor control it.

And I, Dmitry Rosenfeld, will tell you – that they can and should be managed! You just need to know how. Therefore, just as any woman should turn to a professional beautician, so the beauty business should finally take care of its marketing.

How can you stand out in such a crowded market in the beauty industry today?

D.R.  In service marketing there is such a concept – Unique selling proposition. It is not simple. It seems that everything is clear: here are the masters, here is the equipment, here is the reputation, here are beautiful mirrors and armchairs. Only for some reason … "doesn't work." The work of making yourself different from everyone else in marketing is called positioning. It's complicated.

It is necessary to isolate the "working" benefits and be able to convey them to potential customers. This is a difficult marketing challenge. Some try to do it themselves, but the result is as if the clients were doing their own laser hair removal. Everything requires professionalism and experience. That's the nature of business.

What determines successful brand promotion on the Internet?

D.R. From the right task. It should be understood exactly – what exactly do we want to get. The Internet cannot lead a client to you by the hand. He can only convey two or three lines of your message to a potential client. And they should get into the very heart of the client,  make a strong impression on him.

Advice from Dmitry Rosenfeld: how to build successful communication with prospective clients

Don't do what you don't know how to do. Spend better time with your family, parents, children. Understand   your task is to make the world more beautiful, not to understand marketing. Call your parents, hug your loved ones, take your children for a walk in the park. And leave the tedious work to the professionals.
Happiness and love to you.