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Getting customers to keep appointments

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I am a new shop owner and I am having problems with customers not showing up for their appointments. I even signed on with Kukui and we are sending out appointment reminders. People are responding to the reminders but they still don't show up. Any tactics on having customers actually come in? I wonder if it is just because we have been in business for a year and don't have a solid reputation yet or possibly that we are not building trust with people on the phone. All help greatly appreciated.

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