The secret to long term success is client retention! That might sound obvious to you but as an industry we are always looking for new clients.
If we worked as hard at keeping the clients we have, as we do at attracting new clients then perhaps we wouldn’t need as many new clients?
You see, clients have a choice, they don’t have to come back to you! But you and I both know that long term success is dependent on client retention. Keeping them really is the secret to long-term salon and individual success!
So here’s my top 5 steps to ensure you keep them as long as possible!
The first step is never forget that a great haircut colour is an expectation every time! To me it’s an assumption, it’s an expectation, that when a client comes in they expect a great haircut and colour every time.
If you can’t deliver that, it’s game over before you have even started! If you are lucky they might forgive you once or twice but no matter how ‘nice you are’ they are not going to put up with it long term.
So when it comes to your technical and creative ability bring your ‘A’ Game every time.
And remember keeping abreast of changing techniques and trends is your responsibility and if you don’t do that then you won’t keep your clients! Eventually they will go elsewhere to get the change they want.
The second step to client retention is, ‘Don’t confuse friendliness with service’
There is a tendency to think of your clients as your friends, and whilst you will be friendly to them and they will be friendly to you, ultimately when they come into the salon it’s a professional relationship. They are a client first and foremost and if you forget that and start treating them too casually you’ll lose them for sure.
The third step is to ‘Give them an amazing experience every time’
Your job is not just to give them a great haircut and colour, your job is to give them a great experience every time!
We live in an experience economy and often clients value the experience, ‘how you make them feel’ as much as the haircut and colour!
The fourth step is remember to express gratitude!
Remember, your clients have a choice, ‘They could go elsewhere’, never forget that, and often it’s just a simple expression of gratitude, saying something like, “It’s great to see you again! Thanks for coming in, I really appreciate it”.
A small gesture like that can be all it takes to keep that client appreciated and coming back to you.
And finally, the fifth step is all about the culture that exists in your salon.
You want to have a salon culture that exemplifies ‘Constant and never-ending improvement’.
Another way of saying that is that “What was exceptional service a decade ago, is the norm now.”
To keep clients you have to have an edge and always be looking to improve! That’s what I mean by a culture of constant and never-ending improvement!
So what are you doing for you and your team to create a culture of constant and never-ending improvement?
As you may already know, I have an online course called ‘Super Stylist’. It will give you and your team the edge.
The Super Stylist course has helped many people all over the world become more successful in the hair and beauty industry and it can help you too.
We launch it 3 times a year and if you want to get on the wait list for the next launch, or are just curious about it and want to find out more visit growmysalonbusiness.com and register your interest to be notified when it’s next open for enrolment. I’m sure you’ll be glad you did.
And if you don’t already follow us, then don’t forget to follow me on Facebook and Instagram @growmysalonbusiness
Thanks for watching! Have a great week!
