Why is it that you still need to chase more bums on the seats even though you’ve been running your salon for a few years? Where are all your clients going?
If you’re like most salons, you have a trail of new clients coming through the door each week, you’re just not keeping them. Did you know that new clients are false economy? Attracting a new client costs you five times more than retaining a client you already have.
Retention is everything. So, how do you get your existing clients to come back again and again? It’s easier than you think. Work through these 7 sure-fire steps and you’ll soon plug up your leaky client bucket.
Being a great listener during your consultation highlights your virtues much more than being a big talker. Ask each client about the problems they have with their hair and provide the perfect, professional solution. Simple. When you don’t ask, you don’t know.
Keep notes to help you re-connect with your client on their next visit and follow-up with the solutions you provide. If your clients love the way you make them feel, they’ll not only keep coming back for more, they’ll rave about you to friends. Word-of-mouth referrals mean long-term salon success.
STAY IN TOUCH BETWEEN VISITS
Show your clients you really care, even when they’re not sitting in your chair. It doesn’t matter how you stay in contact between visits, whether by phone, email or text message. A follow-up message or call a few days after their salon visit will surprise and impress.
Let your clients know that you appreciate their business and keep them up to date on your promotions, news and specials. Business relationships are just like any other relationship – they take effort to maintain and they must be mutually beneficial. Make it matter. Don’t just call about business; be willing to give, share and support, rather than go in for the up-sell.
When you go above and beyond expectations, you leave your clients feeling delighted and excited. Connect on an unexpected level, make them feel special and they’ll share the feeling with those around them. It can be as simple as remembering a client’s name or how they like their coffee or offering a gift on their birthday or another milestone.
Clients today are looking for two things: an experience and an expert. Quit selling to people. Stop doing only what they ask you for. Instead, tell them what you know and share your knowledge. It’s your job!
Too often we think we’re not in sales and that it’s not our job to sell people stuff. That’s totally wrong! It’s your job to recommend whatever will help your client achieve the outcome they’re looking for – service, product and the next appointment. If they don’t get what they came for, they simply won’t keep coming back.
The process of rebooking clients can be the fastest, most economical path to making your salon busy.
Ultimately, rebooking makes it easier to plan your marketing efforts and find the right strategies to fill in empty slots. Overall, it supports better business planning and investments. Yet many salon and spa owners underestimate the opportunity.
If you don’t rebook your clients, they won’t automatically come back to you. It’s estimated that clients who rebook before they leave will visit your salon 30 to 50% more often than clients who don’t.
Aim for at least a 75% rebooking rate. It’s a critical metric for your salon success. Trusting relationships don’t build themselves overnight: they take time. The more often you see your client and wow them, the more they’ll trust you.
TRAIN YOUR TEAM
When you invest in training, you give your team the opportunity to better their skills within your salon! If you don’t offer them that opportunity, they’ll eventually pursue growth elsewhere.
A well-trained team will create outstanding experiences for your clients – experiences worth coming back for. As a salon coach I often hear salon owners say they’re reluctant to invest training time in team members who might leave. But what if they don’t leave? What if they stay and help you create an amazing salon business?
It’s time to stop overlooking salon team training and start investing in the growth of your salon business.
Over to you. Commit to these 7 steps and you’ll soon see the magic happening: your clients leaving with a beaming smile on their face and returning with an eager friend or two in tow.
Kai Schnitzler is a Business Coach for the hair & beauty industry at The ZING Project. For more wisdom email email@example.com