Filling a quiet week

Look at your existing customers before you go looking for new ones. Build a segment of people who have not been in for a while, then send them something specific for the days you need to fill.

Why lapsed customers first

They already know you, they have already paid you and they need no persuading about whether you are any good. Winning one back is far cheaper than finding somebody new.

Making the offer work

• Name the days, so it fills the gap you actually have rather than the Saturday that was already full
• Give it an end date, because an offer with no deadline gets ignored
• Keep it simple enough to understand in one line

Do not discount your busy times

An offer that applies whenever means giving money away on appointments you would have sold anyway. Restrict it to the quiet slots.

Check the waitlist first

Before discounting anything, look at who is already waiting for a slot. Filling a gap from the waitlist costs you nothing at all.

Common questions

How much should I discount?

Enough to prompt action and no more. A free add-on often shifts as many bookings as money off and costs you less.

Will regular discounting train people to wait?

Yes, if it is predictable. Vary what you offer and when, and never discount your busiest days.

What if nobody responds?

Check the send reached people at all, then look at the offer. Silence usually means the offer was not interesting rather than that the message failed.