How often your clients visit your salon will dramatically increase your salon business performance and the levels of success your hair stylists and or beauty therapists enjoy. Increased salon client frequency reduces the number of clients a team member requires to reach capacity and therefore become consistently fully booked.
All salon team members can positively influence this from a trainee to a hair stylist. Each time a salon client fills a spot a week earlier than they would have the required number of clients reduces. Frequency also resonates well with stylists less motivated by sales and financial targets. It’s a way of offering a more personal service, advising salon clients how to get the best from their style and strengthening the client stylist relationship.
Tip 1 – Rebook clients before they leave the salon
Hairdressing salon clients that do not re-book before leaving have an average frequency of 16 weeks. Salon Clients that rebook before leaving visit on average every 8 weeks.
Successful salons have a rebooking percentage in excess of 60%. This one business habit removes many of the avoidable quiet spells avoiding a famine and feast type of salon business. Measure how many clients rebook for each stylist and practise techniques to improve this. There are many approaches however the first thing that must happen is the stylist will need to lead the conversation as opposed to the client. Put simply ask every client before they leave to make their next appointment.
Tip 2 – Booking Due Reminders
We all like a little nudge from time to time. Create a routine where clients that are due for an appointment but have not yet made one get a gentle chaser. This can be done by post, telephone or if you are running Salon Advantage Pro software an automatic text or email can be generated shortly before your client is due to visit the salon .
Tip 3 – Non Returner Campaigns –
Your clients have lots of choice when choosing a hair salon. As a salon owner your job is to establish and maintain strong salon client relationships. Not all salon clients return, some graze meaning they use more than one salon. Contacting clients that have not returned with an incentive is proven to increase client retention. Contact clients when they are overdue by 50 or 60%. So a client that visits typically every 6 weeks will receive your offer after 9 weeks whereas a salon client who visits only every 10 weeks will receive the same message at 15 weeks. Salon Advantage Pro will provide you with this feature which will run automatically allowing you to set it up and forget all about it.
Tip 4 – Cancellation Follow up
Salon cancelations impact on your salon performance. They are unavoidable but we can reduce the impact with a couple of simple salon processes. Firstly ask “can I rearrange a time now” while on the call. This needs to be implemented consistently by all hair stylists, beauty therapists and support staff. If your client is unable to reschedule at the same time then contact her 3 days after the cancellation and ask her to reschedule. Salon Advantage Pro has a smart campaign that will automatically generate this message by text and or email and include an online booking link.
Tip 5 – Run a Salon Loyalty Scheme
Salon loyalty schemes are well proven to increase client frequency. Typically your salon clients will receive points either for each visit or in relation to their spend. Regular salon clients will then receive either a gift and or reduction by redeeming their points.