Living the DREAM

Wowing new and existing clients with your salon and services is a sure way to ensure you attract and keep dream clients, and the Phorest Salon Software team shared how at their recent Salon Owners Summit

Reviews and referrals need to be a priority for business owners at all times, but particular ly when discretionary spend is coming under pressure. According to Phorest Salon Software data, a huge 68 per cent of customers said a refer ral was twice as important to them as money or convenience when it came to choosing a new salon. And once they are in the salon, delivering the per fect client experience is critical as three out of ten clients do not return after their first visit. Elevating this return rate has to be addressed as a priority because it will deliver growth to your business, so how do you do it?

If you are not tracking first time client retention, then you need to start doing this now to highlight any issues with the client journey or service levels. Phorest shared some initiatives from their partner salons including a new client gift box that might provide a voucher for their next salon service, experience samples, lollies, and a hair tie that is presented at the end of their first visit.

Clients need to feel valued no matter how long they have been coming to the salon so a surprise, whether it be a gift or additional service, all adds to an exceptional

If the client leaves without choosing to rebook, advise them that you will follow up with an aftercare call within 72 hours, and use the telephone opportunity to rebook them. Clients need to feel valued no matter how long they have been coming to the salon so a surprise, whether it be a gift or additional service, all adds to an exceptional experience. All of these activities will also ensure your clients share their experience and tell their friends and family just how good your salon, team and treatments/services are. When asked what their salon priorities were, clients expressed the following:

1. The in-salon experience -From massage chairs, barista coffee, free Prosecco, and an Instagrammable backdrop to great service, excellent treatments and client recommendations

2. Price -This included value, loyalty and the VIP experience

3. The client wouldn’t change anything

Considering the client’s journey from start to finish is a great way of relooking at your salon protocols and procedures, and asking each team member to experience the journey for themselves will encourage and promote consistency. For example, realising the difference it makes to stand with the client when talking about homecare products, rebooking and in-salon services, as opposed to standing behind a reception desk, makes the advice being given more personalised and less transactional.

In addition to email blasts, social media advertising and SMS activity, partnering with other local businesses and events is also proven to increase footfall and attract new clients. From nail salons working with local art galleries, to barbers linking up with craft breweries and a hair and beauty salon supporting a musical theatre group, local charities are also a way of getting attention whilst giving back to the community.

Asking your clients about their interests will give a steer as to where you should be making the decision to partner with a local business, and finding one that shares your company values will fit with the interests of your dream clients.