In the salon industry, the struggle is real when it comes to client retention. In fact, the likelihood of a new guest returning to your salon after her first visit is less than 30%! If that number makes your cringe, don’t close your eyes—keep reading! We are sharing 5 Ways to Nurture Relationships to Increase Client Retention featuring industry expert, Tena Pettis!
1. Sales Calls
Yes, you did read that correctly. Each of Tena’s Stylists at Capture Salon makes sales calls every week! While this seems scary to a lot of Stylists, Tena assures you that it really works. In less than one year, Tena’s Stylists went from 17% booked to over 50%. Most software allows you to generate a report of clients who have not visited you in the last 6 months—these are the people who you want to call and get back in your chair! A simple phone call—or voicemail—will remind the client that you are thinking about them and have time to serve them!
Hosting events is a great strategy to be a proactive business owner rather than a reactive one. Many clients are just looking for a fun night out, so why not provide one in your salon! Not only does this build exposure, but it reminds your current clients about the awesome services that you provide. By inviting clients into your space, you are nurturing a bond that will last long after the event ends! Tena suggests having a planning meeting before every quarter to decide when to host events and run promos.
3. Referral Program
Tena stresses that her salon really wanted to make their Referral Program stand apart from their competitors’. Tena’s team created a unique referral card that granted the new client $20 off and the client who gifted the card $10 off. To make the program feel extra special, they only allowed each stylist to give a set of 10 referral cards to 10 of their clients. By limiting the number of referral cards, the Stylist made their top 10 clients feel extra special, and the client saw more value in handing them out!
Email marketing is not dead. Have we mentioned that Tena is also the founder of Tena.cious, a social media and graphic design firm. Take it from the expert—you still need to send your clients emails! People check email every day, all day. In your emails, you can send updates about events, product promotions, and even highlight your Stylists. If you are new to the email game, Tena suggests starting with two emails a month and eventually bumping that to once a week. Do not be scared to send emails; your clients wouldn’t have provided their email address if they didn’t want to hear from you!
Good old fashioned, snail mail. At Capture Salon, all Stylists send handwritten cards to new clients about one week after their visit. This is a great opportunity to thank the client for visiting and invite them back for their next service! In addition to new clients, Capture sends spontaneous cards to returning clients. Sending branded cards is a great way to be in front of the client again, and it shows that you are thinking about them. You can even slip in event cards and information about promos.
Which one of these strategies are you going to try first? Tena remind us that the only free strategy is sales calls! Remember, if you want to be successful, you have to be willing to do what others cannot do or will not do. After all, the key to substantial success lies Beyond the Technique!
What other strategies do you have to nurture client relationships? Comment below or share with us on social media! To hear even more of Tena’s tips, listen to her on Beyond the Technique podcast Episode 51.