MENU
SEARCHIt’s a problem that’s not unique to new stylists: “All salons lose guests to attrition,” declares John Benedetto, education director for Global Keratin Hair Taming System. “Without new guests, there can be a significant drop in revenue.” And, as any beauty professional knows, it’s much easier to continuously attract referral guests through satisfied customers than to scramble for a new brand-new clientele after your base has already dwindled. For that reason, innovative salon teams are working together to encourage a steady word-of-mouth buzz.
Hesitant to broach sensitive subjects with your clients? Never feel tongue-tied again! Use expert tips from our comprehensive guide to talk to clients with professional confidence.
howtotalk300
referred
It's a problem that's not unique to new stylists: "All salons lose guests to attrition," declares John Benedetto, education director for Global Keratin Hair Taming System. "Without new guests, there can be a significant drop in revenue." And, as any beauty professional knows, it's much easier to continuously attract referral guests through satisfied customers than to scramble for a new brand-new clientele after your base has already dwindled. For that reason, innovative salon teams are working together to encourage a steady word-of-mouth buzz.
The tried-and-true referral card is one surefire incentive. Here's how it works at Accolades Salon and Spa in St. Paul, Minnesota: "It's mandated that each stylist presents three referrals cards to the client at the front desk during check-out," explains owner Brad Schlaeger. "They also include their business card, present their retail recommendations, thank them for the service and shake their hand." When the client passes on the referral card to a friend, the new client gets $10 off her first service, and the referring client gets $10 off her next service. Referral cards typically have the current client's name written on it, so it's easy for the stylist and front desk to track.
Other salon-wide initiatives drum up excitement that clients love to share with friends. Indra Salon and City Spa in Andover, Massachusetts, regularly throws in-salon parties to celebrate top clients, reports owner April Lyn Graffeo. The favored guests are indulged with wine and cheese and watch fun runway presentations that showcase fashions from local boutiques. Each invitee can bring up to five friends who get to see the salon, meet the stylists, learn more about the services … and maybe even become top clients one day themselves.
The Spa at Folawn's in San Antonio, Texas, uses the allure of exclusivity to draw referral clientele. Their Spa Club memberships, available at three different price points, allow a spa guest to receive an array of discounted services every month. And talk about friends with benefits: Any pal who accompanies a club member for a service will get the same discounted prices.
Folawn's VIP program takes the club idea to a new level. Their VIP clients, whom they dub "Honorary Board Members," pay a $2,000 fee to receive a credit for $2,200 worth of services-as well as goodies like free products, a discount on retail, and a spa robe and slippers. The VIPs also get special pricing when they bring a friend in any time, as well as special nights at the spa where they're encouraged to bring a group and try out complimentary mini services. With currently about 40 "Honorary Board Members," there are a lot of people spreading the Folawn's love!
On an individual level, be sure to take good care of your all your clients. Reward them for their loyalty with advance notice on special promotions, little extras on their birthdays and thank-you notes for their business. The extra effort will have them talking you up to everyone they know!
refer79296277
Also in the same series:
...Updating Their Style
...Referrals
...Breaking Up
...Other Services You Offer
...Cheating
...Prebooking
...Mistakes
Sport Clips Haircuts will host its inaugural "Level Up Live," a first-of-its-kind virtual event that combines live haircutting education, career inspiration, product knowledge, and employment opportunities for licensed stylists and cosmetology students nationwide.
Orthopedic PT reveals three daily exercises plus ergonomic advice that can help salon professionals avoid the aches and injuries caused by standing, bending and repetitive overhead work.
Four publications for beauty industry professionals to enhance their leadership skills, financial awareness, professional growth, and joy!
Salon suite pioneer Karen Kaminski argues that the next evolution of independent beauty businesses won't be defined by beautiful spaces alone, it will be driven by smarter systems that help professionals spend less time on administrative work and more time serving clients.
At a time when many LGBTQ+ people felt compelled to hide parts of themselves, Carlos Valenzuela found a career in beauty and a community that offered opportunity based on what you could do and how well you could do it.
Whether it's social media, fashion, film, art, or culture, Chaz Dean advises stylists to stay aware of what's inspiring people. Take the elements that make sense for you in these five lessons learned through a life in beauty.
For Jessica Domoney, building a successful career isn't about saying yes to every opportunity, it's about protecting your time, investing in yourself and creating an experience clients won't forget.
MODERN SALON sat down with Samuels to discuss the book, beauty education, mentorship and the habits that help beauty professionals thrive.
"The mistake people make is treating AI like a vending machine instead of a personal assistant." Digital marketing expert Scott Moon shares how beauty professionals can use AI while staying authentic
Real-world advice on creativity, consultations, color, burnout, business, boundaries, inclusivity, client care, and career growth from educators and industry experts.
Real-world advice on creativity, consultations, color, burnout, business, boundaries, inclusivity, client care, and career growth from educators and industry experts.
Today's clients are hearing more about longevity, biohacking, inflammation, and healthy aging than ever before. This article explores the science and language behind the skin longevity movement, and what it could mean for client consultations, treatment recommendations, and professional credibility.
Licensed to Thrive, Anna Manukyan's all-in-one beauty career and financial masterclass, is being gifted to professionals who enroll in L'Oreal LEVEL Rewards for a limited time.
From breaking free of external validation to creating joy-based goals, discover a more sustainable and fulfilling path to success.
A full day of education for hairstylists and salon pros focused on pricing, personal branding, client experience, social media, and long-term career growth.
From working backstage at multiple Paris Fashion Week shows to collaborating on four creative collections and expanding her international stage work, Michelle Bowden has had an incredible year of growth. Here, we break down her approach that drove her momentum, offering a framework for stylists looking to elevate their own careers.
This marks Ulta Beauty’s first scholarship partnership with Beauty Changes Lives, building on years of enthusiastic support for the organization and its mission.
