Expert Advice

Client-Retaining Tip

Web Editor | July 10, 2011 | 7:07 PM
Salons rely on long-term relationships, making customer-churn a profit poacher. That’s why Teresa McGaha got strategic, focusing on retaining every client who ever crossed her threshold. Her mini-investment/super-sized payoff plan:

Name of Salon: Mouton’s Salon
Location: Grapevine, Texas

Bright Idea: Generate a computerized list of every client who hasn’t returned in the past seven weeks. Send each an “appreciation” letter, offering 20-percent off any service—for a limited time. As these clients come back, focus on pre-booking their next visit. Then, personally call every client who hasn’t rebooked in the last five weeks.

Why it works: Clients don’t really want to salon-hop unless they’re uber-unhappy, and they need a reminder to get booking. McGaha’s approach lures loyalists with an offer that helps them save on services, encourages pre-booking habits and adds a personal contact. The more contacts you have with clients, the more anchored they are to your business.

Bottom line: 100-percent of clients contacted during the five-week calls rebooked. Business is up 12 percent over the same
period last year.
Facebook Comments

More from Expert Advice

Expert Advice
Expert Advice

2018 MODERN SALON 100: Hai Tran @hai.stylist

Jamie Newman | August 1, 2018

You've probably seen Hai Tran (@hai.stylist)'s viral-on-Instagram post about the color journey from black to blonde, which maps out the time, cost, and sessions it takes to a client to get from a box-dye black to a pale silver. But, the rest of his page is just as well-organized and beautifully organized. Learn more about Tran here.

Expert Advice Sponsored by Sexy Hair

3 Upstyling Tricks That Will Change Your Life

June 14, 2018

Stylists who excel in the art of the updo often develop clever little tricks for creating outstanding work. Here are three go-to techniques, created by Sexy Hair artists, used to create the three looks in their latest collections.

Load More