6 essential tips to ensure business retention
As a salon business owner, one of my key focus areas was client retention, ensuring that my business would survive tomorrow and my staff would continue to be productive.
I’ve put together some essential tips to help make sure you and your team are fully booked for the future – not just for the next 6 weeks, but into 2015 and beyond.
1. Think retention not just re-booking
It’s a trap to solely focus on re-booking as a targeted KPI (key performance indicator). While it’s fantastic to aim to grow your re-booking rates, it should come from the perspective that every client could potentially be your best with a focus on building long term relationships. Re-booking and retention strategies should start with the heart, not cold-hard stats. While the haircut itself is important, research shows that the relationship with the stylist is paramount when deciding whether or not to to stay with a salon or stylist long term.
2. Take’em on a hair journey
“What are we doing today, Mary?” Sound familiar? Limply asking your clients what they want is completely uninspiring, and is effectively like saying you’re not that interested. If you’re not inspired then you can’t expect them to be!
Instead, lead your clients on a hairstyle journey. Excite them about what is possible, the latest fashion and colours, how great she could look even if you can’t achieve it all today. Inspire her with photos and styles she’s never considered before. Something different. Even those clients who you know have the same trim every time, you need to reassure them that if they do want change then you’re the stylist for them. Studies show that one of the major factors in a client changing stylists is that they believe “my stylist won’t change my hairstyle”.
3. Change your words
Listen to yourself and your team when you’re at the reception desk seeing your clients out. Are you asking your clients to ‘re-book’? It’s an inside industry term and does nothing to inspire your client to commit.
Here are some ideas to get you started:
- “To keep your hair looking the best, let’s arrange your next haircut/colour now.”
- “When do you notice that your hair is starting to feel too long? Let’s book in an appointment just before it stops looking and feeling great. 6 Weeks is going to be ’date’. Let’s book it now.”
- “6 weeks is the <date>, let’s secure a time now so you don’t miss out one that suits you.”
4. Encourage clients to come sooner
Whether they book now or later remind them to come sooner rather than later. This strategy is a win-win for everyone.
Client win: Their hair will look better and never get to that awful place, ensuring your work looks great out there.
Your win: Decreasing the visit gaps and increasing the number of visits your clients have each year. You stand to increase your annual business income by a 3rd. It’s simple math – the annual difference between a client who spends $200 per visit coming every 5 weeks to coming every 8 weeks is $600. Now multiply that by 7 clients a day, 5 days a week – you could increase revenue by $21,000 per year, per stylist.
5. Online Booking
She books flights, hotels, restaurants and buys clothes online. She wants instant results, when it suits HER. She is easily frustrated and inconvenienced by things that take too long – if it’s not available to her right now (or worse, if it doesn’t work) she will leave as fast as you can say “I just lost a client”.
Ensure you have online booking on your website and Facebook page, and remember that not all booking systems are made equal.
Here’s a quick checklist:
- Mobile Optimisation: Can your clients use it without having to squeeze and pinch? A booking page should respond to the device it’s being viewed on. Remember, around 60% of people who are on the web are on a mobile device. Make it easy for them.
- Can your clients book, reschedule and cancel? To maintain her loyalty you have to provide her with the flexibility to manage her own time. You’ll also save yourself many interruptions with less incoming re-scheduling phone calls.
- Ease of use – is it simple and easy to navigate for your clients? Avoid clunky user experiences, it reflects badly on your brand.
6. Stay top of mind – keep in touch between appointments
Keep in touch & you won’t fall far from her thoughts, ensuring she thinks of you next time her hair is in need of attention. Here are some tips to stay top of mind:
- Text her in between appointments asking how her hair is.
- Email her a photo of a great hairstyle you know she’ll love, or send her a link about something you were talking about during her visit.
- Send a monthly e-newsletter about what’s hot and what’s not.
- Give her a copy of your favourite book to read (she’ll have to return it to you at her next appointment)