Unite Here

There are three main goals in most businesses… Firstly to attract potential clients. Secondly to convert those potential clients into actual clients by getting them to book or buy from you. And thirdly to cultivate those clients into regular clients who come back again and again.
Doing activities that focus on all three of these means you will have a strong client base which always books ahead and is extremely loyal. Which is the whole goal!
For each of these three steps you need to have specific strategies which will bring you new leads and get their contact details on your database and that will then convert them into paying clients and then get those paying clients to come back. If you just focus on one and neither of the other two steps, you can end up with holes in your marketing approach.
Obviously the level to which you do all three depends on the type of business you’ve got… If your business is mostly focussed around repeat business then you’ll probably end up spending more time on step 3, but if your business is mostly focussed around doing intensive bursts with clients then they are healed and you move on to the next client, then you’ll probably want to spend more time on steps 1 and 2 to get a continual flow of more new clients in. (more…)