Creating a rebooking incentive for customers is an effective way to improve your cash flow planning and improve your loyal customer base. The alternative is letting customers go off into the wild and return when (if) they remember. Obviously, this only applies to service-based businesses that require semi-regular appointments.
Sell the benefits
In your conversation and marketing materials, don’t only focus on the discount/incentive. You should spend an hour and clearly identify the benefits of regular service. For example, if you’re a dentist, some of the benefits are:
- Creating a good habit
- Reducing chances of cavities
- Catching problems early
- Having a better smile
Make the incentive good
Customer see through weak marketing attempts. You want to give real value in terms of either a discount, free addon-services or both. The people that rebook are the same ones that are going to tell their friends and family about your great service and program.
Cashflow is king
Being able to plan your future cashflow is a big advantage. It allows you to spend money on marketing when things are shaky and ease off a little and put it into making existing customers happier when things are good. Penny-pinching is a great way to come off as cheap to your employees, partners and customers. It’s easy for any business owner to start making cutbacks when there’s not enough cash when what they really need is to invest in a better experience and marketing.
How to create a rebooking incentive
- Set a target goal for the campaign
- Decide on an appropriate discount or free add-on incentive
- Create marketing materials including social posts, emails, flyers, posters etc.
- Set up the discount formally in your POS system
- Announce the change to employees
- Announce the new program to your customers and promote it
- Create a loose script you can use for when clients have just finished
- Don’t be aggressive or pushy (this is a turn-off)
- Track and measure successful rebookings
- Tweak as necessary
- Ease: Doable
- Cost: $10+
- Scope: Small
- Speed: Normal
- Reach: City