Let’s talk about the two important areas of your business: top line sales and salon client retention strategies.
“Top line sales” is another term for gross revenue, meaning your untouched sales before you deduct expenses.
We tend to focus our attention on this number — and how we can bring in more new salon clients to increase it. But I think that the most important element of most hair and beauty salons is actually client retention.
Of course, you have to attract new guests to keep your business successful, but that should not be your only focus.
It takes more money, time, and energy to attract new guests than it does to keep current ones. Then, once you have them, new client retention is historically an area where most hair and beauty salons struggle.
The secret to success is in that middle zone — where you make sure you’re working to keep the new clients after they book that first appointment. Doing so will result in more gross revenue but also more repeat revenue that you can count on month-over-month.
Here’s a quick list of four client retention strategies for your salon that will help increase both top line sales and new client retention.
Let’s dive in!
4 Client Retention Strategies for Your Hair or Beauty Salon
- Use Online Booking Software
- Write a Clear Cancellation Policy
- Build a Digital Intake Form
- Send Follow-Up Emails After Appointments
1. Use Online Booking Software
Online booking means sheer convenience for your clients.
That’s because nearly 50% of people book their appointment after hours.
Have you ever remembered you need to book a haircut while watching the 10 o’clock news? Or decided you want to schedule a massage in the middle of a night of bad sleep?
I can tell you this: When I owned my salon, adding an online booking option increased our visits by almost 25%. Many of them booked in the middle of the night.
If you feel nervous about clients booking online appointments due to time restraints or concerns that they won’t choose the correct service, don’t!
With online booking apps like Schedulicity, you can set up policies and stipulations within your account that will help you offset that.
2. Write a Clear Cancelation Policy
You need a clear-cut cancelation policy that you communicate to each and every client.
Whether it is a 24- or a 48-hour policy, make it clear and make sure every client is well aware of it before booking. Schedulicity has options for you to create a policy that all clients must read before scheduling their appointments online.
This is a game-changer because it will cut back on no-shows and last-minute cancelations. All of that adds up to more revenue.
3. Build a Digital Intake Form
If done properly, intake forms can introduce clients to services they may not know you provide and increase your add-on service bookings.
Intake forms are also a great tool to help you get to know your client’s hair or beauty goals for the future and to build a more loyal relationship between the two of you right from the start.
Plus, an intake form confirms that clients are aware of your cancelation policy (since it’s listed at the bottom of the intake form).
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4. Send a Follow-Up Email with Feedback Survey
Follow up with every new client within 72 hours. This helps retention big time.
The email would, of course, thank them for coming in. I also recommend that you include a survey asking how they enjoyed their experience with you and if you can do anything to make it even better.
Short and sweet is the key here. (Five questions, max!)
Asking for feedback shows them you care about your clients and their happiness.
And… if you do have an unhappy guest, you’ll be able to make them feel heard, offer solutions, and encourage them to give you another try.
There are so many more techniques like this that booking apps like Schedulicity can help with, but these will give you a kickstart.
If you only want to choose two to try, I’d focus heavily on #2 and #4.
This will help you from the standpoint of cutting down those no-show appointments and create a better and stronger relationship with each guest, which will increase your salon’s client retention.