As a beauty salon owner, you are fully aware that you are managing a customer-based business so a single day does not pass without you thinking about ingenious ways to extend your customer base. This is more than understandable. After all, having a larger number of clients equals enjoying more profit. Unfortunately, you are making the same mistake as other cash flow obsessed business owners; you are focusing your maximum attention on attracting new customers, thus neglecting your current loyal customers. You struggled so much to bring your salon into prominence and gain the respect of your first clients and now you are practically throwing all away. Before developing an efficient marketing strategy to reach other people, you should start implementing innovative client retention tactics. Just think about it: those customers who already visit your salon for at least a year are willing to spend more money than people coming for the first time still distrustful in the quality of your products and services.
Establish your target audience: do you see more women or men visiting your salon?
Retaining a customer is less expensive than gaining a new one; this is a fact. You do not have to collaborate with other businesses and encourage customer reviews, offer introductory specials and rewards for referrals, use geo-targeted and mobile apps. Try answering the following question: do you know what your clients want? More importantly, do you enjoy more loyalty from men or women? According to researchers, women tend to establish a connection with the person caring for them; in this case, their stylist or beautician. On the other hand, men do not give much importance to individual relationships. Instead, they think about the salon itself. Of course, both of these types of clients expect excellent services from highly trained employees, but while women are looking for one-to-one relationships, men prefer to adopt a more detached attitude. The conclusion is that if men make up a good part of your customer base, then you should rejoice because you will benefit from the much-wanted loyalty.
The interior of your beauty salon must reflect professionalism
Therefore, the first step of your client retention plan should consist in improving your business. Since you claim that you can make people look beautiful, your establishment must reflect this goal. Put yourself in your client’s shoes: what do you see what you first enter the salon, before even receiving a service? It must be the front desk, right? This area is extremely important because it reflects the image and professionalism you are trying to exude. If you want to create an excellent first impression then maintain cleanliness in your beauty salon, reduce paper usage in order to become more eco-friendly and never eat or drink at the front desk where clients can see you. The reality is that you cannot do all these alone; you need cooperative employees. After all, they are the ones who interact directly with the clients.
Invest in employee training and modern technology to facilitate business processes
You should definitely consider investing in sales training for your team as well as in modern technology, such as beauty salon app. Training helps your employees learn how to make customers feel comfortable from the very first interaction and good software facilitates your tasks, thus helping you to run the business smoothly. Handsome hardware captivates the attention and your customers will appreciate the fact that you are trying to keep up with technological innovations in order to create the ultimate professional salon experience. Moreover, you are making things easy for them too because making an appointment or a payment will be a breeze after implanting an advanced system. Even more, do you dare to go a step further and run your business from a mobile device? Think about the benefits: your clients will be able to find your name or their address in case they forget, book a haircut or pay for a service from their own mobile.
Customize the interior of your beauty salon and introduce high-end services
You should already know by now that your female clientele pays great attention to details. Even though in the past women saw beauty salons as the ideal space for socializing, nowadays they rely on its utility. Physical appearance has gained much important over the years; this also represents the main reason for which businesses in the beauty industry prove to be so successful. In order to differentiate your beauty salon from others, you should provide top-notch, customized service. You can repackage a line of products or integrate a premium service for demanding customers who do not hesitate to pay more for superior quality. However, this piece of advice does not only apply to the products and services, but also to the prior consultation. Never underestimate the importance of a proper consultation because it enables you to understand your client’s vision and the amount of money he or she is willing to spend in order to bring that vision to reality. Moreover, it will make your client feel pampered because you or one member of your staff takes the necessary time to answer any questions or clear any doubts.
Create a luxurious sitting area and a relaxing atmosphere
If you want to become the main choice in terms of beauty salons for high-end customers, you should create a luxurious set-up. Do not worry; this does not require you to initiate a time-consuming and expensive remodeling project. You just have to do certain small adjustments or improvements that captivate the eye from the first second someone enters the building. Start with creating a stylish sitting area. While waiting for a face-to-face consolation, the customer can enjoy an equally health and delicious snack, while savoring a cup of tea or coffee. The main idea is to entertain your client; otherwise, he will get bored in a few minutes. If you won the building, you can even install dimmed lights in order to archive a state of relaxation and calm. This will practically help you client get in the right mood before receiving the much-awaited massage or a nourishing facemask.