Established clients can help us grow our businesses faster than any marketing effort. Statistics show us that our existing clients spend 31% more than new clients.
Moreover, we must spend five times more to acquire new clients than to retain established clients.
And for those businesses that already have a membership program in place? Research tells us that an average membership program increases our sales by an impressive 20%. https://www.linkedin.com/pulse/top-10-loyalty-program-dos-aesthetic-medical-practices-tami-vileta/
Achieve Maximum Success with a Membership Program
We can personally vouch for the steady stream of additional income brought in by a membership program – not to mention the priceless reward of customer loyalty and high customer satisfaction. A smart membership program is an absolute must for any aesthetics professional who wants to achieve maximum success!
Do you offer a membership program in your business?
If yes, Congratulations! Use this article to evaluate it for ways to improve.
If not, you’re on the right path. We’ll show you how.
Benefits of a Membership Program
- Provides a predictable and reliable stream of recurring revenue
- Sells more services and products with less effort and expense
- Increases client loyalty
- Increases client satisfaction
- Loyal, happy clients refer their friends and family
- Increases compliance with service and product regimens
- Increases visit/purchase frequency
- Increases lifetime client value
Must benefit both the Client and the Business
When designing a new membership program or evaluating a current membership program, be careful to ensure it benefits both member clients and the business.
Don’t know where to start? Use our checklist.
How to design a smart Membership Program Checklist
___ Set your membership program goals
Monthly income from membership fees?
Total number of members?
Number of weekly/monthly member appointments?
___ Get input and buy-in from your team
___ Appoint a Membership Concierge
A team member responsible for the operation and success of the program
___ Plan to include a variety of options
Include a variety of services as “membership benefits,” one or more included as part of the membership privilege
Select other services to apply a “membership discount;” we discounted 15% for our members
Omit other services from the discount or set a lower discount, if needed
___ Plan to discount products & set your discount rate
We discounted products by 10%
___ Plan monthly ‘Member Only’ Specials
Makes members feel special and appreciated
Announce the specials by emails and signage
___ Name your Membership Program
Give it a branded identity that aligns with your brand
___ Design must-have components
Dedicated web page or landing page on your website
E-blast announcing the program or changes in the program as they occur
Tabletop signs for your treatment rooms and lobby
___ Consider optional marketing materials
“Ask me” buttons
Events to feature your Membership Program
Branded tools to show benefits/savings
Digital or Hard Copy signage
___ Train your team to suggest (and sell) your membership program
Only when it benefits the client – it may not be for everyone
Only when it makes sense for the business – i.e., maybe not for difficult clients
___ Evaluate and enhance your Membership Program on a regular basis
Add/adjust services based on feedback
Add/adjust benefits based on feedback
Tweak it to make it more fun or as giving more value
Remember everyone loves new things
Have fun designing your Membership!
Now for the sticky, tricky, not-so-fun part of designing a Membership Program – the Membership Agreement, the legal contract. You need one.
The Membership Program Legal Agreement, ‘the Contract’ Checklist
___ Set the ‘Term’ of the Agreement
Choose from 3 months, 6 months, 1 year
Choose just one term
Or you could set different monthly fees for different terms
___ Decide on the monthly fee for the membership
Consider your costs
Consider the monthly and lifetime value of a member
Set it high enough to allow for discounting
___ Get input and buy-in from your team
___ Educate and train your team to explain the Agreement to clients
___ Determine your cancellation policies
Will you allow early cancellation
You may have a strict policy
You may have a strict policy, but know you’ll make exceptions
Determine how exceptions will be handled
Will you require cancellation notice be in writing
Determine how cancellations will be handled, i.e. thank you’s for being a member, a system to reach out in 3 months, etc.
___ Determine if you’ll allow missed monthly benefits to be carried over
___ Determine which team members have the authority to obtain the client’s signature
___ Task your Membership Concierge with management of these issues
Put your Membership Program in Writing
Protocols and Processes Checklist
___ After you’ve completed both checklists and have designed your Membership Program, write your protocol and processes for your Membership Program
Detailed and step-by-step
Get each team member to sign off
Use when onboarding new team members
Revise when changes are made
Body Contouring Services provide More Options for your Membership Program
Designed properly, memberships hold the power to make dramatic changes in your aesthetic business. Adding body contouring services to your business presents more options to include in your Membership Program.
If you would like more information about creating additional revenue streams with body contouring, visit www.BodyContouringAcademy.com.
Questions? Feel free to contact us directly at info@BodyContouringAcademy.com.