The first dollar a business earns is always special...

When we opened our brick and mortar location we had already spent six months marketing online and networking in person before our grand opening weekend events. Selling a non tangible service such as dance lessons can be challenging and requires you to overdeliver and earn trust if you want a customer for life.

First, we held a soft opening first for our VIP Clients. Those were the individuals who had already been working with us prior to the formation of our business partnership. We made them a special offer on a program of 16 dance lessons with a rate only for them to purchase at one time only, paid in full. We wanted them to feel appreciation for trusting us and rewarded for maintaining our long term relationship by offering this discount.

Second, we held a VIP party just for these clients at no charge. It was an exclusive insider event just for them to know one another. This allowed us to create a community of support.

Next we asked a favor: would they attend our free grand opening parties on Friday & Saturday (they normally pay to attend these popular events, so it was a yes!) wearing a special corsage to set them apart from the general public and act as an ambassador to help share their direct personal experiences with our brand with the new faces in the room. We enjoy giving recognition is to our clients, and creating a culture where they feel involved in our business, it allows them to share their shining moments.

Lastly was our grand opening. We had over 200 people come enjoy food, drink, music and dance. We had a special offer for guests at that event only. We were positively delighted with the turn out, because despite best plans there is still uncertainty. Happy to say, 14 years later many of these founding customers are still with us!

Is there a local business you know that treats you this way? We'd love to know.