We all want more clients in our salon. More clients lead to more income, which overall means more success for your business. But owning a beauty salon isn’t just about the money; it’s about the unique connections you develop with lovely customers along the way. You know the clients I mean – the A-grade, friendly kind, who make your day as soon as you see their name in the appointment book.


Obviously it’s wishful thinking that every single client will be a delight – some people are just difficult. However, it’s definitely possible to increase the number of these clients at your salon and it’s not rocket science; all it requires is a little bit of love, trust and effort.


I’m often asked by salon owners, “How do I fill my salon with A-grade clients?” The answer is two-fold. Firstly, you can take the B and C-grade clients and educate them, spend time with them and invest in coaching them through the ranks. With just a little love, these clients are likely to become forever fans easily.


It’s also important to consider what happened to the clients you already had – the non-returners. This data is probably the most under-monitored in any salon, but it’s so important for you to keep track of. Once you have the numbers in front of you, you can take a closer look at your weekly client breakdown and consider who isn’t returning. I generally consider a client to be lost if they have not visited in the last 16 weeks. So where are they now? And why haven’t they been back?


The first thing we need to look at is why did they leave and decide not to return? The main reason a client won’t return is they didn’t enjoy their experience. That is why it is so important to develop and enforce a system for how your therapists interact and treat their guest throughout the treatment, to ensure every guest is treated exactly the same, because clients talk. A good way to look at this is to think about what you would expect and what would make you most likely to recommend and return to a salon.


You need to remember that clients don’t just come in to relax; they often have questions about their skin, but just like in school, sometimes they are too scared to put their hands up for help. That’s why it’s so important to establish yourself as an expert. If you wow your guests with your customer care, knowledge and ability to listen to their needs, and have a warm personality there is a far greater chance that your customers will become loyal clients or in other words forever fans.


You will always have clients who disappear despite your efforts to please them and you need to develop a thick skin for these customers. But others appreciate a little love. You can put it down to luck, personality or the economic climate, or you can take a business owner’s perspective and introduce some changes. This week, take a critical look at what members of your team are doing and how they’re treating their clients.


Start by making sure that everyone on your team is rebooking each client as they leave. And remember, it’s not enough to ask, “Do you want to rebook?” Coach your therapists to frame the question along these lines: “When am I going to see you again?” You want your therapists to be explaining that a package deal is better then a once off treatment as it’s more beneficial if they want results. This will make rebooking a client easier and is far more professional than just asking last minute.


It’s not rocket science. You want all the great clients, the lovely, loyal guests in your salon, right? Well, step up and book them in.


In short, your non-returning clients will likely fall into three categories:


  1. I can’t believe she stopped coming in!

You should pick up the phone and call this client. Politely say “we missed you, is everything okay?”


  1. The middle range, garden variety client

Send this client an offer to come back – a value adding discount is always a great way to re-establish contact


  1. The “D” Drainers

These are the whinging clients; the ones who leave you feeling drained and undervalued. Just enjoy the fact they are gone


If you act on the top two non-returning clients, you’re heading in the right direction. If you remain vigilant about measuring and monitoring, increase the return of A-grade clients and reduce the lost ones, business growth is inevitable.


Remember to look after your clients and treat them with the respect they deserve. Without them, your salon is just a bunch of rooms and we know you didn’t get into the industry to preside over empty rooms.




If you need help taking your clients from non-returners to forever fans, get in touch with Beauty Salons Coach today!

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