The Top 10 Strategies To Increase Salon Client Retention.

Client retention is the single most important driver of growth in your salon business. The salon industry is extremely competitive, so finding new clients can be difficult and at times expensive.  The good news is that by implementing the salon client retention strategies discussed in this article, you will increase your salon client retention and ensure long term business growth. 

What is Salon Client Retention?

The definition of client retention is the ability of your salon to keep your existing clients continually returning to use your services or products on a regular basis. In contrast, client defections or client churn is where a client no-longer continues to use your services. 

Why Does Salon Client Retention Lead to Business Growth?

The growth of your salon business relies on regular income, and that is exactly why you need a high client retention rate.  Client retention is closely related to loyalty, so it is extremely important to take care of your most loyal and consistent clients.

Did you know that increasing your salon client retention by just 5% will boost your profits by 25-90%?  Yep, read that again.  It’s a fact and that is what you should definitely be working towards. http://www2.bain.com/Images/BB_Prescription_cutting_costs.pd

Maintains regular repeat clients has other benefits too.  Statistics show that an existing client is 50% more likely to try a new service or product and will spend a whopping 31% more than a new client. https://www.crazyegg.com/blog/customer-retention/

A regular loyal client will also be more likely to refer new clients to your salon.  This is absolute gold!  Why? Because gaining a new client by referral is absolutely free and according to the Wharton School of Business, “The lifetime value for a new referral is 16% more than a non-referred client” https://www.ericstownsendmarketing.com/wp-content/uploads/2010/09/referral_programs1.pdf

So now we have gone through all the boring statistics lets learn how you can increase your salon client retention rate. Read on for my top 10 strategies.

The Top 10 Salon Client Retention Strategies.

Always Re-Book Your Clients.

Re-booking your clients is always a great way to ensure your client comes back after a good experience in you salon, but sadly this easy strategy is often overlooked.  

Good re-booking skills should start before the client even leaves the treatment area. Address the topic while you are delivering your service and plant the seed.

Develop a re-booking script for you and your staff to follow.  Using sentences at the Point of Sale, like “lets book you in now for your next appointment so we can guarantee you a booking” or “Wow, that colour looks so good. Let’s book you in for a 6-week touch-up to keep you looking fresh”.  These lead-in tactics provide better booking rates, as opposed to “Do you want to book your next appointment now? Also, It helps if you re-book your client prior to starting the payment process.

Pre-booking is important too.

Pre-booking is also a great way to increase your client retention. This where you make multiple bookings in advance. This almost always guarantees a long-term relationship with your client. Take advantage of this tactic during the lead up to busy times. Tell your clients in September that you will be really busy around Christmas time, so it is advisable for them to book all their appointments right up to Christmas. By showing your client that you are looking out for them, encourages pre-booking and thus, increases trust and client retention.

Provide The Best Client Consultation.

Providing your client with a thorough consultation is absolutely vital to ensure your service is top-notch.  Your work may be spectacular but if it isn’t what your client wanted or asked for, they won’t be happy with the result and chances are they wont come back.

So take the time to really listen to your clients.  You have two ears and one mouth for a reason, so you can listen twice as much as you talk.  Not fully understanding your clients needs and wants is a sure-fire way to lose a customer to your competitor.  To learn how to master client consultations go to https://www.getneko.com/the-key-to-mastering-client-consultations/

First Impressions really do matter.

Positive first impressions are the first step in building a positive relationship with your client.  Whether your first interaction is over the phone, via your website, on social media or face-to-face, the initial impression can make or break a client-business relationship.

Consider improving on these factors when making first contact. You only get one chance, so do your best to make a great impression.

• Ensure your website is user friendly and visually appealing.
• Make sure your social media is enticing and up to date.
• Always answer your phone with a pleasant greeting.
• Decorate your salon according to your target niche.
• Make sure your salon is clean and tidy.
• Ensure staff are clean and tidy.
• Greet your clients with a friendly and genuine demeanour.

Roll out the Red Carpet.

Providing a great customer experience is another strategy that is imperative in increasing client retention.  Clients come to a salon not only to receive a service but also to unwind and feel pampered.  

Don’t make the mistake of providing a wonderful treatment experience to a first time client then let your service slide with each subsequent visit or your client retention numbers will really take a nose-dive.

A helpful tip is to record all the details you think are relevant to your client on their client card.  Neko has a handy client card that allows you all the space and customisation you need to record client information.  Show you are interested in your clients by recording how they take their tea and coffee.  Record things like; how many children they have, are they married, what is their occupation ect.  Having a quick look at your clients’ details before their visit will give you prompts for conversation and really make your client feel valued. https://www.getneko.com/home/features/client-cards/

Here are a few more tips to provide a great customer experience.

• Ensure the waiting area is comfortable, with up-to-date magazines and a nice ambience.
• Make the salon as stress-free as possible.
• Consider suitable music choices that are relaxing.
• Ensure your bathroom is clean at all times.
• No matter how hard your day is, always be friendly and polite to your clients.

Get your staff on-board.

Happy staff = Happy clients! It doesn’t get much simpler than that.  By encouraging a positive work culture in your salon, you create an atmosphere that is conducive to positive client experiences. If you are experiencing any discord among your employees, it is important that you address this issue quickly.  To learn how to manage staff conflict go to https://www.getneko.com/salon-drama-how-to-manage-staff-conflicts/

Ensure your staff are educated about the importance of client retention and be sure to go through all the strategies you have learn here so everyone is on-board.  

“Teamwork makes the Dream work”.

Provide incentives to encourage your staff to retain their clients and ensure loyalty.  There are plenty of ways to incentivise your your staff.  Think about what is right for your business.

You may like to consider incentives such as:

• Bonuses.
• Extra commission.
• Key performance indicators.
• Prizes.
• Using gamification apps.
• Free services or products.

Neko has great reporting tools that ensure you can track the performance of each staff member.  You can track individual sales, client numbers, pre-booking rates, commissions etc.  All at the touch of a button. https://www.getneko.com/home/features/reporting/

Implement a Loyalty Program.

Nothing helps cement loyalty more than a great loyalty program.  I mean, who doesn’t like to receive free gifts or discounts? We all do!  When clients gain loyalty points that lead to discounts or free services they are more likely to return so they can unlock their free gift/service.  You client will feel more invested in your business.

According to one study, 83% of customers said that loyalty programs would make them more likely to continue doing business”. https://info.bondbrandloyalty.com/hubfs/Resources/Bond_Brand_Loyalty_2015_Loyalty_Report.pdf?t=1438281281722

Client loyalty programs also work on emotions.  Getting something for nothing gives your client that warm and fuzzy feeling, which in turn creates a good feeling about your salon.  This leads to loyalty, which leads to better client retention and thus, increases your profits. It’s a win-win situation!  To learn how to implement a salon loyalty program go to https://www.getneko.com/salon-loyalty-programs-why-your-salon-needs-one/

Offer Package Deals.

By offering package deals you are guaranteeing repeat visits from your clients. Not only do your clients feel like they are getting a great discount but you are giving yourself the extra benefit of really cementing your relationship with each visit. Consistency is the key here. By showing your clients how each visit is as good as their last can really count towards increasing client retention.

You might also like to consider offering package deals for products too. By educating your client and recommending take-home products that address their skin or hair problems can really help to increase client trust. Recommend products that work well in conjunction with the treatments you are providing. Take every opportunity to up-sell or cross-sell but be mindful that the recommendations must always be of benefit to your client or they will resent you if they feel you are over-selling or trying to rip them off. Building trust is paramount to increase salon client retention.

Engage with Your Clients Regularly.

Client engagement can be an easy way to keep your clients coming back on a regular basis. It doesn’t cost you much to keep your salon on their mind. There are many ways to engage with your clients and make them feel special.

Here is a list of ways to keep in touch.

• Send Birthday messages with a discount voucher.
• Email clients with special holiday deals and packages.
• Prompt them to follow you on social media.
• Hold social media competitions for free treatments.
• Provide an educational blog page on your website.
• Re-engage with clients you haven’t seen for a while with a text and offer a discount upon return.
• Send thank you messages after your appointments.
• Send a regular email newsletter or simply email your blog posts.

Measure Salon Client Retention.

Once you have got your strategies in place, you need to work out what is and isn’t working to increase salon client retention. To do this, you must measure your results. Set a monthly or quarterly time-frame and regularly check the numbers to reach your targeted goals. Utilise all your handy Neko reporting tools to measure your client retention. You can break this down further by measuring each individual staff members client retention. Remember, to also to keep track of your re-booking and pre-booking rates as these are essential to increase salon client retention.

Conclusion.

Remember, increasing your salon client retention by just 5% can have a huge impact on your business growth. So don’t leave client retention to chance. You and your staff really must be aware of all these salon client retention strategies and how to implement them.

Well, thanks for reading and I hope these strategies will help to increase your salon client retention in the near future.

At Neko, we enjoy imparting useful business knowledge to our clients. So if you have any particular topics you would like to read about. Let us know by commenting below.

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