New client retention: A 5-step framework for salons

The harsh reality many salon owners face is a surprisingly low retention rate of new clients. Most new clients visit a salon only once, a fact that's hard to digest but essential to acknowledge.

On average, about 12.5% of clients visiting a salon are doing so for the first time. Yet, the growth in clientele for many salons doesn't match this influx of new visitors. Despite a common belief that new clients are mostly referrals, data tells a different story: over 80% of new clients are walk-ins, often seeking appointments during lunch breaks or after office hours - times when your team might be winding down.

Interestingly, while over 90% of salon owners believe their new clients are referred by existing ones, the actual percentage of recommended clients is significantly lower. This disparity highlights a crucial point: with more than ten times the number of walk-ins compared to referrals, focusing on these spontaneous visitors offers the most substantial potential for growth.

Let's put this into perspective with some numbers. Consider a salon with weekly operational costs of £2,500 and a 70% productivity rate. This scenario leads to an unoccupied cost of £750 per week. If such a salon averages 7 new clients weekly, each new client effectively costs around £107. This calculation changes the perception of the value of walk-in clients. It prompts crucial questions: If you knew every walk-in client cost £107, would you approach them differently? Would you invest more in training for walk-in client management? Would your team see them as an opportunity rather than a burden?

Understanding these dynamics is key to transforming how salons approach new client retention. Our innovative 5-Step New Client Retention Framework is designed with this understanding at its core, aimed at maximising client retention in salons. Let’s delve into each step of this transformative approach.

Step 1: The concierge style message/form

First impressions count, and our Concierge Style Message/Form is designed to make every new client feel special from the outset. This step involves sending a personalised message or a form to new clients, acknowledging their first visit and setting the tone for a bespoke salon experience. Whether it’s through an email, SMS, or a digital Consultation Form, this message shares useful information about what the client might expect during their visit,and, if using a form, gathers insights about the client's expectations and preferences.

Why it works

This approach demonstrates attentiveness and creates a welcoming atmosphere, making new clients feel valued and understood even before they step into your salon.

Note: Concierge forms completed by new clients even when they arrive on spec will make it easier to offer outstanding new client experiences normal.

Step 2: Consultation framework

Following the initial communication, the New Client Retention Framework ensures that the salon team is fully prepared for the client's visit. During the consultation, team members reference the information shared in the concierge message or utilise the details provided in the completed form. This step is about building a relationship and trust, showing that you’ve taken the time to understand the client’s needs and preferences.

Why it works

A tailored consultation based on prior knowledge helps in providing a more personalised service, enhancing client satisfaction and providing a salon experience unlike what they may have expected based on previous experience.

Step 3: Courtesy message

After the initial appointment, the Courtesy Message is sent to the client. This is a thank you note, expressing gratitude for choosing your salon and providing them with contact information should they need assistance before their next visit. It's a gentle nudge to keep your salon at the top of their mind.

Why it works

A follow-up message demonstrates excellent customer service and keeps the lines of communication open, increasing the likelihood of the client booking a return visit.

Step 4: Four-week reminder

If the client hasn’t rebooked or visited within four weeks, a Reminder Message is triggered. This message advises the client that it's time to consider their hair or beauty maintenance and encourages them to make an appointment. Importantly, this message doesn’t include any incentive but focuses solely on the call to action to book.

Why it works

This step serves as a timely reminder for clients who might have forgotten to rebook, without the pressure of immediate incentives, maintaining a professional yet caring relationship.

Step 5: Eight-week incentive – The ‘Comeback Courtesy’

Finally, if the client still hasn’t visited or booked an appointment after eight weeks, the Comeback Courtesy comes into play. This step involves sending another follow-up message, this time including an incentive to encourage the client to revisit within a specific timeframe. It could be a discount, a complimentary service, or a unique offer that aligns with your salon's branding and client expectations.

Why it works

Incentives are a powerful tool in client retention. By offering a special deal for returning clients, you’re not only giving them a reason to come back but also showing appreciation for their business.

Sum up

5-Step New Client Retention Framework is a comprehensive approach to client retention, meticulously designed for salons. Each step, from the personalised welcome message to the incentivised comeback offer, is crafted to create a lasting impression and nurture client loyalty. By implementing this framework, salon owners can expect to see a significant improvement in client retention rates, leading to sustainable business growth.

Staying ahead means continuously innovating and understanding the needs of your clients. Our Framework is more than just a set of steps; it's a philosophy of client care and engagement, ensuring that every interaction is an opportunity to impress and retain.

For salon owners looking to transform their client retention strategy and provide an unparalleled salon experience, adopting this 5-Step New Client Retention Framework could be the thing you’ve been looking for. Embrace this opportunity to lift your salon's client relationship management and watch your business flourish.