Expert Advice

10 Ways to Keep Your Salon Client Coming Back

Carlos Valenzuela | September 17, 2018 | 2:35 PM

So, you work in a cool salon, keep up with trendy styles and dress the part. And, you think this is the big reason clients keep coming back to see you? Maybe for a first visit, but to retain clients, it’s the little things that count. Don’t get me wrong, trendy fashion is what we sell and should portray, but if you trace the sequence of events that convinced a client to come back for a second visit, you’ll realize it’s the result of a lot of little things you do that make it happen. When a client sits in your chair, they know you are about to impact their image. Believe me when I say their awareness is focused on the little things about your service. And so should yours.

What do I mean exactly by the little things? You know exactly what I mean.It’s about paying sincere, not fake, attention to detail.It’s never about just completing the requirements. Doing one more thing – that’s what I’m talking about.

Here are little things to keep in mind:

  1. The client needs to believe you are trying to please, not doing them a favor. This takes a bit of humility that is often overlooked by a diva hairdresser. It doesn’t matter how busy, popular or talented you are feeling, you must maintain an attitude of service throughout a client’s interaction with you. You could grovel at your client’s feet or keep these three items in mind:

~That you care about getting it right ~That you're willing to keep going until you get it right ~That the customer is the one who determines what right is.

  1. Learn the customer's name quickly and use it in your consultation and conversation.
  2. Commit to understanding the client’s lifestyle and needs. The classic example is styling hair for a wedding where the customer needs grooming that is timeless and beautiful. Another client might be insecure about getting older needing reassurance of vibrancy and vitality in their style, another works in a trendy clothing store, etc.
  3. Do not ever judge or act surprised, even when you are, by a client’s request or lifestyle.
  4. Keep your station free of clutter. Having a pile of stuff on your station does not tell a customer you are busy or have a full customer load. It says you are not that efficient and have a cluttered, no time for anything mind.
  5. Use client cards to take notes as the customer replies to your questions on likes and dislikes.
  6. Before you begin working, repeat what you agreed upon and explain your overall process. Double check your list of action items with your client.
  7. Follow up with customers with a text or message inquiring how their new cut or color is working for them.
  8. Send a handwritten “great meeting you” or “thank you”
  9. Make things right if your client is not totally happy or if you can accommodate a loyal client after hours.

The gift of a diamond ring is certainly a sign of appreciation (bring it), but it’s remembering you drink coffee with one sugar, that makes big things happen.

Carlos Valenzuela is a hairdresser/educator, ex-salon & school owner, author and corporate spokesperson with forty-five years of beauty experience. His focus today is raising wellness awareness and assisting salon professionals in developing a fulfilling career via his podcast “Tiny Steps for Salon Pros” and at industry events, seminars and in-salon workshops.  


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