CHAPTER 5

Drilling for Oil in Your Own Backyard:

Marketing to Go Deeper with Existing Customers

Marketing and advertising are expensive. It’s been said that half of it works, but nobody knows which half. To see great returns, focus more on keeping your current customers than on attracting new ones.

At John Robert’s, every month we get between 800 and 1,000 new clients at one location, which is more than double what many salons get in a year’s time. As a result, I am asked to do marketing seminars all over the United States. Although John Robert’s has many effective and creative marketing programs that help us attract new clients, the first thing I tell the audience is not to advertise. Instead, market to your existing clientele: One of the best ...

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