If you have an EFT-based business, this time of the year is vital that you pay attention to what is happening. Most salons do great enrolling their customers with specials, promotions and sales, but when it comes to the end of the busy season, a large percentage of those EFT members cancel their memberships.
We like to have this idea in our mind that when a customer enrolls in a membership they stay a member for years, and some do, but most don’t. Working behind the desk, you get to know your customers’ names, their lives and their stories. You see that theses customers are enrolled in your EFT program, and you think this is great, but what about those EFT members you no longer see?
Let’s look at this closer: Today you are working behind the desk and you see 100 customers. Out of those 100 customers, 50 of them are members. On the surface, that is a great percentage – half of your customers coming in are EFT members! But February through May you have enrolled 300 new members each month for a total of 1,200 new members. So now today, you are seeing 50 members a day with a EFT membership and figuring for a week you will see 350 EFT members (less if they are tanning more than one time a week). So, what are the other 850 EFT members doing?