Wave goodbye to WHITE SPACE | Pocketmags.com

2 mins

Wave goodbye to WHITE SPACE

Tired of seeing gaps on your appointment sheets? Gavin Hoare outlines how to avoid no-shows and cancellations and fill in your white space

White space is the one thing managers and business owners dread to see in any of their team’s column. The common misconception about the beauty industry is what we sell - if you ask the average person on the street, they will tell you it’s our services; however, what we are really selling is our time.

Time is our greatest commodity, and how we choose to use it in today’s economic climate could be the difference between whether we sink or swim. Now, more than ever, we must do all that we can to reduce cancellations and no-shows, but in the age of Covid-19 there is a fine line in juggling client sensibility and turnover.

Since coming out of lockdown, many clients feel as though they can cancel at a moment’s notice because of a sniffle or occasional sneeze, leading us to the big question of how do we keep the white space full?

In our experience, cancellations and no-shows fall into two very distinct groups; how we approach each must be handled with different kinds of sensibility.

The first tend to be new or transient clients with no relationship with your salon or spa. It’s essential that whoever is making your bookings understands the importance of taking a deposit as a confirmation for any new client appointment. Deposits should be at least 50% of the service, redeemable on the day against services or, alternatively, fully refundable if the client cancels within an agreed window of opportunity.

New clients will happily pay a deposit if their intention is to attend. If someone is not willing, be bold enough to refuse the booking, as experience tells me if they are not happy to pay, they will be perfectly happy not showing up. Transparency is key when it comes to your no-show policy. The second group, existing clients, should be treated with a little more sensitivity as you need to maintain your relationship and their loyalty.

Remember, there could be a plethora of reasons why they may be cancelling or have not shown up.

With regular clients, I operate a threestrike rule – although the client doesn’t need to know this – after all, there is a limit to how many times Auntie Thelma can pass away, or their train gets cancelled.

If a deposit has been taken to secure a booking, the decision to bank or refund it is then my call to make. Often, clients don’t really think about the loss their beloved therapist incurs, so strike two will always be a gentle reminder of this to the repeat offending client.

So, my three top tips for reducing no-shows or cancellations are: deposits taken as standard, deposit policy transparency, and flexibility. Do remember that sometimes life gets in the way – it’s better to give back a deposit than to lose a loyal client forever.

Gavin Hoare is the salon manager at Richard Ward Hair & Metrospa, London, which uses Phorest Salon Software.

This article appears in July 2022

Go to Page View
This article appears in...
July 2022
Go to Page View
New research this month has shown that many
71% of women want to see beauty brands better
Take pride IN YOUR service job?
Are you guilty of being self-deprecating at work? Melanie Wallace, UK marketing manager at Timely Business Management Software, explains how learning to sing our own praises can lead to big business benefits
5 STEPS to keep clients COMING BACK
Is your beauty business struggling to retain clients? The team at Vagaro shares five ways to keep them rebooking and returning
We take a look inside PB’s digital world
Our exclusive monthly benchmarking stats for each sector of the market
Therapists working in spas and beauty salons
With summer holiday season finally upon us, gel-polish manicures are increasing in popularity
The world’s safest & most hygienic PIERCING SYSTEM
Adding ear and nose piercing to your treatment menu can provide high returns on a low investment. The team at Inverness explains how
Being humble doesn’t mean you can’t be ambitious. Hellen Ward discusses the virtues of humility in an industry where we’re often faced with demanding clients and boastful competitors
ASK THE Experts
Our beauty experts answer your questions about every aspect of running a salon or spa business
Discover how subscription-free Fresha is boosting House of Gloss’s business
With plans for yachts, residences and virtual spa experiences, Four Seasons’ new vice president spa and wellness shares his thoughts on the innovations shaping the future of spa
Bring your A GAME
Vitamin A is a powerful anti-ageing ingredient but it’s essential to recommend the right formulation for your client. Matt Taylor, Eve Taylor London’s brand and education manager, explains how
HEALTHY ageing
Although the beauty industry has been making progress in diversity and inclusion, some older people still feel neglected. Ellen Cummings looks at whether it’s time to ditch the term “anti-ageing” and how beauty therapists can help clients aged over 60
Are you running your salon, or is your salon running you? The team at Beu outlines how to save time and stay successful
9 of the best professional skincare products to help older clients look and feel their best
Wave goodbye to WHITE SPACE
Tired of seeing gaps on your appointment sheets? Gavin Hoare outlines how to avoid no-shows and cancellations and fill in your white space
From deposits to SMS reminders, these are the best software services available to reduce cancellations and no shows in your salon
GO mobile
With an increasing number of techs branching out alone, we ask the experts about the pros and cons of mobile nail work and how to make a success of it
11 TikTok beauty pros YOU SHOULD be following
From MUAs and nail artists to formulators and therapists, Lollie Hancock explores the TikTok accounts worth hitting follow for
The RELAX Lounge
Gemma Barratt, group spa director for the Daniel Thwaites group, tells Lollie Hancock about a £100,000 investment into the new relaxation area at Bristol’s Aztec Hotel & Spa
With the cost of living soaring, it’s crucial to claim all the business expenses you are entitled to. Joanne Thorne explains what you can claim as a limited company or a sole trader
Laser treatments are becoming increasingly popular. The team at Cosmeditech explains how to endure return on investment and run a profitable laser business
GLOW getters
This month’s launches include skin technologies to help clients get their glow on, and we try some serious cleansing and shaping treatments
This month’s hottest launches feature products to brighten your clients’ skin, nails and moods
The NHBF’s recent Careers at the Cutting Edge report painted a damning picture of a beauty skills and recruitment crisis. Chief executive Richard Lambert gives us the lowdown
Looking for back issues?
Browse the Archive >

Previous Article Next Article
July 2022
Page 65