Living the DREAM |

2 mins

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.

This article appears in March 2023

Go to Page View
This article appears in...
March 2023
Go to Page View
While advanced aesthetic treatments and moodboosting complementary therapies
Aesthetic licences won’t be rushed through but a
We take a look inside PB’s digital world
Our exclusive monthly benchmarking stats for each sector of the market
One of the best things about the
Marketing your services in order to attract
The rise of online skin, nail and make-up advice has caused a huge shift in the industry, but it’s never been more important to promote the value of professional training and experience
ASK THE experts
Our beauty experts answer your questions about every aspect of running a salon or spa business
“The Brow King” tells Kezia Parkins about his unusual route into the beauty industry and how he built up his name – and his social media following – as a celebrity brow stylist
DIAMOND strength
The major new launch from OPI promises strength, durability and shine in a 3-in-1 hard gel system
With wellness at the forefront of clients’ minds, it could be time to invest in a range that treats body and mind, explains Matt Taylor of Eve Taylor London
This season, nails take inspiration from Y2K styles, with chrome and 3D making a comeback and slivers of colour updating French looks. Kezia Parkins uncovers the biggest trends
COOL colours
The pro brands’ SS23 collections serve up a selection of popping brights and cool pastels
CONFIDENCE in a bottle
Discover the ultimate builder in a bottle from the most trusted brand in the industry
SOFT & sultry
From subtle soft-glam to smoky “siren eyes”, leading MUAs Joy Adenuga, Nikita Baffour and Nadia Fihema tell Lollie Hancock which trends to brush up on ahead of SS23
Discover the latest make-up launches to help you recreate our SS23 make-up trends for your clients
SMARTER software
Keep your business resilient, whatever the climate, with Vagaro, the beauty software and marketplace
Meet Tatti Lashes – the lash and brow brand that’s expanding fast across the UK and Europe
Less is MORE
With some clients looking to cut their skincare spend to save money, Ellen Cummings explores how you can make the “skinimalism” trend for stripped-back routines work for your business
Help your clients’ skin breathe from within, to be purified, refreshed and ready for the world
Adapting for PROFIT
Given the current economic situation, many businesses are looking at how they can adapt to remain profitable. Ellen Cummings asks successful beauty business owners for their top tips on making changes without compromising on service
BUSINESS at your fingertips
From increasing bookings and revenue to handling daily salon admin, Treatwell lets you do it all (and more) in one place
Kezia Parkins shares five podcasts for nail techs that provide advice on everything from setting your prices to nail contraindications, with lots of laughs and honesty along the way
The new International Brand Pavilion at PB London, curated by Valérie Kaminov of IL Brand Consultancy, will showcase brands from around the world
MEETING of minds
The Phorest Salon Owners Summit brought together beauty and hair professionals for two days of business education. Here are the highlights
Living the DREAM
Rowing new and existing clients with your services
The team and clients at Solea Beauty have experienced great skin results with Plason from Artemis. Here are their stories
Spotlight on... FERULIC ACID
Ferulic acid is often found in products that aim to protect the skin from environmental damage and premature ageing. Ellen Cummings speaks to the experts to find out what it does to the skin and how it should be used for maximum benefit
What’s it worth?
Calculating the right level of insurance cover for your salon can be confusing. Insurance expert Rosie Barrington explains the sums to do and mistakes to avoid
We’re overcoming the stigma, and the world of chemical peels is changing thanks to brands like BioRePeel
Personal TOUCH
New facials are launched to lift and revitalise the skin, and we give our verdict on some hyperpersonalised holistic treatments
Discover the new device that adapts to the body it is working on for enhanced bespoke body-shaping results
IN THE KIT with... Emily Scullion
Join us as Lollie Hancock goes inside the kit of PB Awards’ Mobile/Home-Based Salon of the Year 2022 winner Emily Scullion to reveal her favourite products
ENERGY made easy
With energy prices at an all-time high, and this being a traditionally quieter time of year, it’s a good time to check your tariff and ensure you are getting the best deal
This month’s launches include a host of smart devices and handy tools to make salon life smoother
Cigdem Kemal Yilmaz, chemical engineer and founder of the Skin Masterclass Pro course, talks to Kezia Parkins about the importance of scientific skincare education and how she uses social media to inform
Looking for back issues?
Browse the Archive >

Previous Article Next Article