One of the easiest ways to make sure your salon is successful is to attract an army of loyal followers. These are the people who will always make the effort to come to your salon, even if it’s a little out of the way. They’ll only trust you to style their hair. And they’ll tell all of their friends how amazing you are. Simply put, these customers are the lifeblood of your business and they are the ones you should be trying to attract and retain!
Sure, a walk in is great for business, but unless you can rely on them to come back in three months time, you’re always going to be chasing new clients instead of nurturing existing clients. So, how do you go about gaining and retaining loyal customers? Let’s explore…
Offer clear pricing
People like to know where they stand when booking salon services. When you need a PhD just to be able to understand a salon’s pricing, you know you’re doing something wrong! Be clear and confident in your pricing and your customers will know exactly what they can expect.
And if you decide to go above and beyond for one booking, you have to do it for everyone. If a person gets a complimentary conditioning treatment the first time they visit you, but they don’t get it the second time around, they’re going to think the second visit was less valuable. Be clear about what is included and what you can expect and your customers will be able to decide if they want to return. Which leads us on to the second idea…
Encourage repeat bookings
One of the best ways to encourage loyalty is to simply ask people if they’d like to book their next appointment before they leave. Most people get their hair cut every three to four months, which isn’t really that far away. Make it part of your company policy to ask your customers if they’d like to book a follow-up appointment before they leave.
If they say yes – great! You’ve got a loyal customer on your hands. If they say they aren’t sure when they’ll be free, don’t give up yet! One of the best ways to ensure repeat bookings is to use email or SMS reminders. Simply ask your customers if they’d like to be added to the mailing list and use your salon booking software like Salon Iris to schedule your emails. They may have forgotten that they are due another hair cut in three months time, so your email will help to remind them, and you’ll be the first salon they think of!
One of the first things salon owners do when they first start up is offer promotional pricing. You know that you can deliver exceptional service, and you just want to a chance to show people in the are just how good you are. So, you offer money off their booking or complementary treatment. It works, and people are coming through the door every day, but they are only booking one appointment! So, you run another promotion and get a similar influx of visitors.
Do you see the problem with this? If you’re always running a promotion, your customers aren’t really loyal, they’re just waiting for the next time they can get a cheap treatment. Instead, why not offer loyalty-based discounts. You could offer 10% off the first visit and then a free deep conditioning every four visits, for example. This is more effective as it gets people in the door and then gives them an incentive to book time and time again!
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