As a beauty and lifestyle journalist who’s worked with professionals in the industry for more than a decade, I’ve gained a good understanding of what makes a clinic worth revisiting.
From being given the hard sell on skincare products during what should have been a relaxing facial to even feeling mocked in a consultation for a body contouring treatment, I’ve had some pretty terrible experiences. While these are in the minority, I always give these clinics feedback where possible because I know how vital it is to their success to gain loyal customers. The reality is, however, I haven’t visited again.
With so much competition, it’s easy for customers to take their business elsewhere, even if they leave feeling only slightly dissatisfied. That’s why all beauty professionals — including nail techs, estheticians, and beauticians — need to provide top-quality service at every appointment. Without a good number of loyal customers, your business will be forced to rely on a constant churn of one-off clients, which can make cash flow and scheduling difficult to predict.
Read on to learn some actionable strategies to help you win new clients and retain loyal ones for years to come.
Why Retention Matters in a Competitive Market
Retention is more cost-effective.
Did you know that acquiring a new client1 costs an average of $127 in the health and beauty industry? You may need to have several appointments with each customer to make up for this cost.
That’s why ensuring your current customers are happy and that they keep returning is so important. It’s also what your clients wish. No one wants to have to keep looking for a new nail tech every couple of months or someone with specific expertise in injectables or laser treatments.
The 80/20 rule applies here, especially for estheticians, where treatments can be delicate or require a certain level of expertise. This means that 20% of clients typically generate 80% of an esthetician’s revenue. As such, they should be treated as the valuable entity that they are.
Loyal clients like this provide a steady income for your business by booking again after each visit or maybe buying a package of treatments. They also make reliable referrals and strengthen your reputation over time. I’ve lost count of the times I’ve been complimented on a great manicure or a particularly glowing complexion after a facial and referred friends to my favorite salons.
The hidden cost of client turnover.
High client turnover not only makes your business difficult to predict from month to month, but it can also have a real financial impact. Acquisition costs to drum up new business — such as running social media ads, making flyers, or offering discounts and promotions — can be expensive. You also won’t benefit from the lifetime value of a loyal customer who will keep returning for years to come or the ripple effect of the referrals from that client.
By focusing your efforts on retaining a good number of loyal customers who rebook with you month after month, you can start to predict your income better and reduce churn.
Challenges in Client Acquisition and Retention
Of course, there are challenges in retaining loyal clients. But by being aware of these pain points and working to prevent them, you can strengthen your business over time. Here are some of the most common obstacles:
No shows and cancellations.
If you don’t set up appointment reminders, take deposits for higher value treatments, or follow up with clients who haven’t confirmed, you may find you have a lot of no-shows and cancellations.
I know firsthand that when a salon has a clear cancellation policy in place and sends out reminders for my appointments, I’m reminded that their time is valuable. It also helps with my own organization.
Inconsistent follow-up.
Being asked if I’d like to rebook at the end of a treatment ensures I’ll return again. When a salon receptionist shows little interest in my coming back, I’m far less likely to do so. It’s personal touches like this that can make all the difference and help avoid a lost opportunity.
Having a smart booking system in place that sends out appointment reminders and allows a client to rebook online can also help you retain clients. Plus, it can reduce the resources needed for doing these things manually.
How to Attract New Clients
If you’ve just opened your beauty business or are more established but looking to attract new clients, there are a few tried-and-tested methods. As a customer, I know that these tactics have been used by the salons and clinics I’m most loyal to.
Referrals.
Emma Coleman2 runs a number of successful aesthetic clinics. I asked her how she retains clients effectively. She said that offering small rewards for referrals has proven to be very effective.
“We offer referral schemes with treatment rewards, use loyalty cards, and run events twice yearly in the clinics with well-being talks and special offers,” Coleman says.
Social media.
Many clinics also drum up new business by building up a strong social media following. You can attract an audience by sharing videos of practitioners performing popular treatments, answering Q&As, or talking about their latest offers.
Coleman says her clinics also send out monthly newsletters to their clients, publish regular informational blog posts, and make leaflet drops in the local area.
TikTok trends and Instagram Reels can also reel in new social media followers. For instance, if a particular nail shade is trending, like mocha,3 a nail salon might post a video of them using it for a manicure.
Many customers, especially younger ones, will look at a clinic’s social media platforms before booking. The right content can make a big difference when trying to attract new clients.
Reviews.
Another important factor to consider when attracting new customers is your online reviews and testimonials. After most treatments, I’m asked to leave a review and sometimes given an incentive, such as a discount to use at my next appointment.
If a customer gushes over their new haircut or French manicure while paying, ask them if they could leave you an online review. You can also remind them with an automated email or text message a couple days later. Don’t let their valuable feedback go to waste.
Pop-ups and collabs with local businesses.
Collaborating with nearby businesses can help build your customer base. I’ve seen nail technicians attend events where they offer free manicures or masseuses visit offices and businesses to provide speedy lunchtime massages. This provides a taste of what they can expect in your salon.
You should also consider local fairs or well-being festivals where you can offer same-day treatments or book potential clients at your clinic.
We’ve Got More for You
Ready to attract more clients? Check out the second part of this guide right here. In it we cover these helpful topics:
- Tips for putting an action plan in place
- Proven core retention strategies
- Technology and systems to support retention
- How to avoid mistakes potential risks
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