We've all heard that it's cheaper to retain an existing client than to acquire a new one, and the beauty industry is no exception. As a beauty salon owner, client retention should be one of your top priorities. Here are four tips that can help you win over first-time visitors and turn them into clients for life.
1. Build personal connections.
Take the time to listen to your clients and engage them in meaningful conversation while they're in your salon chair. Make eye contact, ask plenty of questions (people love talking about themselves!), and use the client's first name to help establish a personal bond that makes clients excited to come back and see you. By building a personal relationship with your clients, you can turn one-time visitors into lifelong customers.
2. Educate your clients.
Many clients appreciate it when you explain what you're doing and why as you work with them. Little things like explaining why a particular product will or won't work for someone or demonstrating a quick styling secret can not only help establish your expertise with your clients, but also provide extra value and get your clients excited about learning something new. Just be sure not to go through your entire bag of tricks in one sitting, so you have something new to demonstrate next time.
3. Make booking easy.
Your clients are just as busy as you are, so if you want to earn repeat business be sure to make your appointment booking process as painless as possible. If you can, take advantage of online and pre-booking options that allow clients to schedule or change appointments on their own quickly and easily. Sending out appointment reminders and confirmations are also great ways to remind clients when they're due back in your salon. Remember, the easier you make it for clients to come back, the more likely they'll be to return.
4. Over deliver with extras.
Never underestimate the power of all the little extras you can offer in your salon when it comes to improving customer retention. Simple things like providing free coffee, snacks and wine, complimentary scalp massages, or giving away product samples can go a long way toward winning lifelong clients. Your extras don't have to be anything extravagant or expensive, but giving clients a little more bang for their buck can help you stand out from the crowd and earn more repeat business.
For beauty salon owners, client retention is all about creating an exceptional client experience. Anyone can offer your client a haircut, but only you can provide a unique personal experience that meets the client's needs and makes them feel special. By incorporating the four tips above into your salon experience, you can turn your patrons into clients for life.