Best Practices for Salon Suite Onwers: Boosting Client Retention
As a salon owner, you likely have many goals on your chart. Two of the most prominent are likely
finding new clients and
retaining current ones. And while you may have finding new clients down pat, you might be struggling with retaining clients.
Is there a secret science behind retaining clients, or is it more straightforward than you think?
If you’re looking for the best ways to boost client retention, this article can help. Today, we’re sharing the top 11 tips for retaining customers. Not only that, but we’re also shedding insight into why client retention is so utterly crucial to the success of your salon suite.
Why Customer Retention is Important: Top 3 Reasons
Before we discover how to retain clients, it’s important to understand why retention is necessary for every salon suite owner. Let’s dive into the top three reasons:
- It makes a good impression:
Repeat customers means you’re doing something right - and every new client wants to be in a salon doing it “right.” That said, a high retention rate can be great for making a good impression on prospective customers.
- Provides more predictable income:
When it comes to finding new clients, there are a lot of “what ifs.” Repeat customers take some guesswork out of the income equation, as you know you’ll have a steady flow of business and income.
- Saves money:
If you didn’t know this already, retaining a current client costs less than finding new ones. (If you’ve seen
The Office, this may have been one of the only productive things you learned; thanks, Ryan.
11 Ways to Boost Client Retention
1. Make a Good First Impression
As
Will Rogers said, “You never get a second chance to make a first impression,” and he’s right. That’s why making a positive first impression is essential to client retention. When new clients walk through your doors, they should be greeted warmly with a smile and a welcoming aesthetic.
2. Offer Personalized Consultations
Customers want to feel like you really care about their wants and needs. There are many ways to do this, but offering personalized consultations is the simplest way to start. Ask your clients about their unique needs, from hair goals to preferences, showing that you genuinely care about their results and want them to leave getting exactly what they want.
3. Always Engage in Follow-Up Communication
Communication should extend beyond the chair. After all, you want customers to know you’re thinking about and care about them even after their appointment.
One great way to do this is to send a personalized follow-up message. For example, you can send them a quick “thanks” followed by a compliment about their new look. Finish your message by checking in on their satisfaction with your service. By the way, you can utilize their response—positive or negative—to improve your salon and services!
4. Introduce Loyalty Programs
Who doesn’t love to get rewarded? Everyone does - and that’s why it’s an excellent idea to introduce a loyalty program to your repeat customers.
What your loyalty program looks like is entirely up to you, but some of the crowd favorites are discounts or freebies after a specific number of visits—e.g., a free hair product after your fifth salon visit.
6. Get Client Feedback
You can’t know what to improve or change in your salon to boost customer retention without knowing how your clients actually
feel. That said, it’s important to get client feedback. You can do this by sending text messages to your customers after their service or creating surveys that can be 100% anonymous, as some clients may feel more comfortable that way.
Pro tip: Use positive feedback from clients as reviews on your social media pages. This will allow clients and potential clients to see the positive impact of your services, which will create interest and the potential for bookings (and repeat visitors).
7. Be Engaged on Social Media
Social media is a powerful tool. In fact, statistics show that
63.7% of the global population uses social media. This means proper marketing can reach an incredibly broad audience, resulting in new and repeat customers.
How is being engaged on social media great for retention, though?
Here are three ways:
- Keeps you noticed:
If your customers follow you, they’ll see your posts regularly, keeping you fresh. This can encourage them to book an appointment or drop by to pick up a new product you’re releasing.
- Provides a stage for customers: Many customers love to be pampered and feel special by showing off their service on your social media page. That said, when you’ve completed a service, ask your client if you can take a picture to post on your page. Many will be delighted and enjoy the “paparazzi treatment,” encouraging them to return.
- Enhances communication and community:
A lot of clients like to feel a certain level of closeness to their stylist. If you’re on social media regularly and engaging with clients, new and returning, you will build your brand and a better sense of community.
8. Make it Easy for Clients to Book and Pay
Nobody likes a hassling booking experience. It can quickly turn clients away - even if they are amazed at your services. With that in mind, it’s critical to set up easy scheduling. Plenty of software can help, such as Vagara and Square. Ensure you are sending out reminders frequently to keep your customers informed.
Oh, and here’s a handy tip: rebook your clients while they’re still in the chair. This will prompt them to make another appointment without having to go through the process on their own. Plus, you can guide them on the “best time” to come back.
Don’t stop there, though - make payments just as easy and manageable, too. Some software double as easy booking and payment platforms, like Square, although you can opt for another software like Stripe.
9. Create Exclusive Client Events/Celebrations
Everyone loves to feel special, and that includes your repeat customers. Creating exclusive events and celebrations is a great way to show appreciation for their repeat visits. This can include everything from “client of the month” contests to invite-only parties, such as a holiday party, for repeat clients to receive exclusive merch.
10. Provide Amazing Customer Service
Did you know that a whopping
89% of customers are more likely to repeat purchases after positive customer service? That’s a pretty high percentage - which means it should be a main priority in your salon suite.
Here are a few tips to improve customer service:
- Have a warm and friendly demeanor:
It’s not enough to greet your customers with a smile. Go the extra mile to make them feel welcomed and comfortable with a warm, inviting demeanor. Get to know them, go out of your way to ensure they’re comfortable, offer items like water or coffee, and stay positive throughout the service.
- Take notes: Do you really want your client to feel special? Jot down some notes to help you remember the minor details. For example, if they mention having a child in soccer with an upcoming game, make a quick note to ask about it at the next service. This will really “wow” them.
- Educate them:
Clients want their stylists to be well-versed in their craft, and you can provide this by sharing knowledge with your clients. For example, you can offer tips, tricks, and products to keep curly hair lookin’ flawless or provide insight on how someone can tackle their dry skin outside your salon suite.
- Create tailored services:
Once you know your client and their wants, needs, and troublesome areas, you can create a tailored service that will help them in every way. This will undeniably be appreciated and encourage them to come back for more.
11. Create a Beautiful Salon Space
Last but not least, make sure that you’re keeping up with a beautiful and welcoming salon suite space. And yes, it’s true that it’s essential to find your own creativity and make your salon suite unique to
you. However, there are a few simple things you can do to make your salon an inviting spot while remaining creative:
- Keep your space clean: Dirty salons are a major put-off. Make cleanliness a priority.
- Restock when necessary:
Stocked and organized shelves not only look nice but also boost your revenue.
- Choose comfortable seating:
Plenty of treatments and services take a decent amount of time. Make sure your customers are comfy before and during their service.
- Don’t forget the amenities:
Offering guests with extras, like water, coffee, tea, snacks, or other items will immediately make your space more friendly and enjoyable.
- Make sure it smells good:
Clients will appreciate a salon suite that smells beautiful!
Boost Client Retention and Grow Your Business with SalonPLEX Suites
