Free blowouts, sample bags, thank yous, and a consultation are some best practices in keeping new salon clients, says Josh Hafetz, President of Art of Business.
We all know that the holy grail of our business is gaining new clients. That being said, the bummer is that as an industry we only retain one-third of our new clients and two-thirds we never see again. Here’s a simple list of how you could flip these results to your advantage:
New Client Welcome Kit
These can range from exotic bags to simple paper handouts. Use your creativity in creating your own. It can include: samples of products, return promotional offers to lock them in for follow up visits, welcome letter, press or interesting information about the salon. Have fun and make it exciting for the new guest.
New clients all get a free blowout to be redeemed within two weeks of the initial visit. It’s a great gift for the client, but also an opportunity for the stylist to connect with them again and troubleshoot any issues they may have with the service. In short, get them back in your chair!
Simple, yet overlooked. Thanks yous are best done as a personally written note or phone call. Yes, it’s a pain. But think of the long-term value of a new client. It’s definitely worth it.
This might seem obvious, but most new clients are locked in or lost prior to the service beginning. The consultation is everything. If you haven’t had a class or training on a killer consultation, it’s probably a wise thing to do so. Ask us, we can help connect you with a consultation class. Best practices include killer open-end questions, using self-curated images, summarize the conversation prior to suggesting a plan, offer options when you do suggest a course of action and getting their permission/approval before starting the service. Lastly, insert your technical knowledge and expertise throughout. This is your time to show them you’re a true expert.
Track New Client Retention
If something is important to you, it should be measured. This is because anything measured is 1000% (I know, that’s not a real number) more likely to get improved. The first and most important step in improving
something is diagnosing the scale of the problem. Tracking will achieve this.
- Josh Hafetz, President of Art of Business