Living the DREAM

Rowing new and existing clients with your services is a sure way to attract and keep dream clients, and the Phorest Salon Software team shared how at their recent Salon Owners Summit eviews and referrals need to be a priority for business owners at all times, but particularly when discretionary spend is coming under pressure. According to the data shared, a huge 68% of customers said a referral 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 perfect client experience is critical, as three out of 10 clients do not return after their first visit. Elevating this return rate has to be addressed as a priority, says Phorest, as it will deliver growth to the business, so how do you do it? If you are not tracking first-time-client retention, then you need to start to do this now to highlight any issues with the client journey or service levels.

Surprise and delight

The software brand shared some initiatives from its partner salons, including a new client gift box, which might include a voucher for their next salon service, samples, lollies, and a facial sponge, and is presented at the end of their first visit.

If the client leaves without rebooking, 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’s a gift or additional service, all add to an exceptional experience, and all of these activities will ensure your clients share their experience and tell their friends and family just how good your salon, team and treatments are.

Client priorities

When asked what their salon priorities were, Phorest clients most frequently said:

• The in-salon experience, from barista coffee, free Prosecco and an Instagrammable backdrop, to great service, excellent treatments and client recommendations

• Price – and this included value, loyalty and the VIP experience

• 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 will promote consistency. For example, when talking about homecare products, rebooking and in-salon services, it makes a huge difference to stand with the client rather than behind a reception desk – it makes the advice 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 a hair and beauty salon supporting a musical theatre group, local charities are also a way of getting attention while giving back to the community.

Asking your clients about their interests will also give a steer to where you should be making the effort, and partnering with a local business that shares your company values will fit with the interests of your dream clients.