In Part 1 of this guide, we covered the importance of client retention and some of the key challenges you might face. In this article, we offer you some strategies and tips to help you put a retention plan in place and grow your beauty business.
Proven Core Retention Strategies
Personalization and treatment plans.
There’s nothing more frustrating than attending a follow-up appointment with a different esthetician than the one you had initially. This can lead to mistakes and make the client feel undervalued.
For example, I have regular Hydrafacials that include an exfoliating peel. My appointments are always with the same esthetician, so she knows how sensitive my skin is and which strength of peel is suitable. Without this continuity, I could end up with a treatment that was too strong for my skin.
That’s why clinicians, such as Coleman, try to keep things consistent and personal by making digital and physical notes for each client. “This is an important part of the bespoke process,” she explains. “For example, with lasers, we have a clear record of the settings used. We also book clients for certain treatments with specific practitioners so we can provide a nice continuity for them.”
Before-and-after photos also allow the client to see their progress over time.
Active listening is another way you can make appointments more personal. To create a genuine relationship, make a note about their kids’ names and what they do for a living. We get it: You see dozens of people every week, so it can be difficult to remember. But small touches like this can make a big difference.
The estheticians I visit regularly often send me a text a couple of days later to check in after a treatment. These kinds of gestures go a long way and create a genuine rapport that builds trust and keeps clients coming back.
Strategic rebooking.
Your clients want you to make life as easy as possible for them, so asking if they’d like to rebook their next appointment will save time for them in the future. It will also help retain their business.
Make sure your reception or admin team is given a detailed handover so they understand when a next appointment is needed for the best results. Using simple scripts like, “Let’s book your next visit now to keep your skin on track,” can also help your team do this naturally.
Technology and Systems to Support Retention
Investing in smart technology, like online booking systems, can help you manage your schedule. They can also reduce the risk of preventable issues, such as double bookings or no-shows.
CRM booking tools, like Square,1 Fresha,2 Vagaro,3 and GlossGenius,4 start at around $50 a month. That might seem expensive, but this software can significantly increase your revenue.
When choosing a smart booking system for your business, look for integral features, including:
- Automatic appointment reminders and rebooking prompts
- Client note system
- Calendar blocking for prep work and cleanup after specific appointment types
These tools can free up your staff so they can concentrate on clients instead of administrative processes, which can help improve the overall customer experience.
Mistakes to Avoid and Potential Risks
There are a number of reasons why you may not be retaining clients. Let’s say you realize that someone who came to you every month for a blow-dry and manicure has stopped visiting.
This could be down to a few things. Perhaps you forgot to rebook them at their last appointment and they were enticed away by another salon.
Other common pitfalls include not making notes about their preferences or asking them a ton of questions they’d already answered at a previous appointment. This lack of attention to detail can make customers feel undervalued and they weren’t listened to.
Or maybe you simply rushed them through a treatment they were looking forward to because you were behind schedule. These are all real-life examples I’ve encountered, and they put me off visiting a salon again.
While some of these examples may seem minor, with so much competition available, they’re mistakes you can’t afford to make. Beauty services are a luxury and something your clients make time for and look forward to. The last thing they want is to be disappointed.
Fixes
If you feel like you may be guilty of some of the issues above, there are a few easy fixes you can implement to start improving your business.
First, make sure you have consistent rebooking policies. Your reception staff should be trained to always ask if a client would like to rebook after an appointment. Also, you should consider an automated booking system that sends out rebooking prompts.
Loyalty programs that reward returning customers are another great incentive and can help you track customer retention. Likewise, if you think a loyal client was given a second-rate service, call them to apologize and invite them back for a redo — free of charge, of course. It could be the difference between losing them altogether or getting another chance.
Professional Liability
The issues within your business causing poor customer retention may also expose you to more serious problems, such as professional liability claims.
For example, if you and your team aren’t making thorough notes and taking before-and-after photos during a treatment, your client may not receive the results they expected. Worse still, this could put the customer at risk of more serious mistakes, like an employee using an unsuitable product on them. This could lead to a bad skin reaction and even an insurance claim — not to mention negative online reviews.
Make an Action Plan
If you’ve identified holes in your business or you want to future-proof it from some of the pitfalls mentioned above, here are three quick tips to help you retain your clients:
Create a rebooking policy.
Your clients are much more likely to rebook if you suggest it at the end of an appointment. This ticks off a future task on their to-do list and lets them know you value their business. Don’t forget to also set up auto rebooking prompts through your online booking system if you have one. If not, send out a manual email reminder.
Set up a referral program.
Loyal customers like to be rewarded, and chances are, they may be recommending your services to friends and family anyway. Rewarding them for this gesture with discounts or a free product will make them feel valued while incentivizing them to do it more.
Use reminder tools.
It can be hard to follow up with clients manually. Instead, use smart reminder tools through online scheduling systems, such as Square or Fresha. These systems have online prompts to remind customers to do small tasks, such as rebooking, leaving reviews, or even rescheduling their appointments if necessary within your booking policy terms.
While this can all feel like a lot to get right, it’s possible for even the smallest of beauty businesses to achieve with some consistent effort and smart investment in areas such as online booking.
Don’t know where to start? Audit your retention efforts this week and commit to one improvement within your business.
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