Posted on November 11, 2020
Sola Salon Studios
There is a popular old business adage that empowers entrepreneurs to focus on customers that really matter. It is called the 80/20 rule, and it states that about 80% of your sales come from 20% of your clients. The rule indicates that if you focus on the most active 20% of your customers, they will generate 80% of your income.
Client retention is your ability to keep your clients coming back for more. To maximize your client retention, it is best to focus the majority of your energy (and marketing dollars) on keeping those 1 in 5 customers who return again and again satisfied, as they generate the majority of your business. We put together 4 simple ways to keep those clients coming back for more — even during a global pandemic.
1) Create Good Rapport
First and foremost, you want to create a good rapport with your clients, which starts with reminding them why coming to you is a safer option. Between routine sanitization, mask-wearing and offering that one-on-one environment, there are so many reasons why both you and your clients are #SaferAtSola. Reminding your clients of this advantage to your salon can increase their loyalty to you because you offer something that they may not be able to get somewhere else - a relaxing, safe environment with a professional they know and trust.
Create promotions (hint, hint, the holidays are just around the corner!) that keep clients coming back for additional services. Offer discounts on special packages. Some ideas include:
The idea is to get them constantly committing to future services to lock-in that customer loyalty.
This is also an opportunity to introduce clients to services or products of yours that they have yet to experience. Maybe you have a client who loves getting her eyebrows waxed but didn’t know that you are the best bikini wax in town. Try offering her first bikini wax free if she agrees to book another appointment after she loves the results. Turning a customer into a loyal multiple-service client is better than one-off customers who come sporadically for one service every several months.
Your Sola is an oasis for clients to experience personal maintenance, beauty pampering and even personal transformation. Make sure the setting matches these goals with some aesthetic updates for both style and comfort.
If your clients are drawn to the way that your space makes them feel, they’ll be more eager to keep coming back for more. Sometimes it's the little things - incredibly soft towels, calming music, lively plants or an oil diffuser that takes your salon experience to the next level and always leaves them dying to return to your salon again and again.
4) Booking and Follow Up
Are you making sure that booking is easy, seamless and hassle-free? Or is your best booking channel an informal and poorly timed text message?
If clients have a frustrating time booking with you, they will simply be less inclined to make the effort of booking an appointment. Make sure to use a user-friendly booking application/platform or plug-in on your website. We recommend SolaGenius to keep track of your schedule and ensure booking holiday appointments is as smooth as pumpkin pie!
Returning clients should be able to book an appointment online in under 2 minutes. The ease of booking is the first impression your customers get of your salon experience. An easy-to-use booking platform can also encourage returning customers to purchase other enticing services. This serves as a brilliant way to remind clients of your expansive service menu without you having to lift a finger!
The best booking apps can automatically send clients appointment reminders with the option to confirm or reschedule in advance so you don't miss out on an opportunity because of a last-minute cancellation you didn't have enough time to fill. This ensures your clients show up and allows you to maintain a positive ongoing relationship with reliability and follow-through.
Remember that 80% of your sales come from 20% of your customers. Focus most of your time, energy, and attention on your clients who are generating the most revenue for your business in order to keep them happy, coming back for more and purchasing additional services.
Of course, you’ll always want to give all clients your fullest attention and care when they are in your chair. However, they should not be where you are focusing the majority of your marketing efforts. It is loyalty, long-standing relationships, and client satisfaction that creates a sturdy foundation for a thriving business. When they are happy, you are supported.
When you focus on keeping clients coming back for more, you will spend less time on finding new leads and more time on what really matters - your craft, your relationships and growing your (safe!), successful salon.