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HOW TO TURN NEW CLIENTS INTO REGULARS Welcoming a brand new client to your business is great, but having them come back is even better. Beauty Salons Coach Kailey Hegetschweiler explains how.
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o many beauty salon owners focus a lot of their marketing on attracting new clients to their business, so they tend to miss the opportunity of converting new clients to regular clients. In today’s economy where clients seem to be cutting out their ‘luxury’ or ‘unnecessary’ spending, especially with the pandemic that is unfolding with COVID-19, it has never been more important to adjust your focus from attracting new clients to converting client into regulars, as well as keeping your regulars coming back for more. Shifting your focus and aiming for a higher client retention rate is guaranteed to increase your profit margin, without having to increase 24 | SPA+CLINIC
your prices. Studies have proven that once you build a strong, genuine connection with your clients they are more likely to spend more money within your business. Without establishing those strong connections with your clients, you run a risk of your products and services getting lost in translation against your competition. With access to the internet at the touch of a button there is so much information out there that your clients can easily get hold of. You don’t want to fade into the background, you want to stand out. This can be achieved by providing exceptional services and support, so that it doesn’t matter where they go, they will always come back to you. Repeat clients are known to
spend 120% more annually than new clients. As a business owner you need to make it your priority to truly understand what your customers' needs and wants are, in order to maintain their loyalty throughout the good times and the bad. So where do you start? How do you turn new clients into regulars? Let’s take a look at four easy steps you can start taking today!
Bringing the WOW factor The journey you take your clients on, from the moment they enter your spa/clinic to the moment they leave plays a vital role when it comes to client retention. First impressions are everything. The moment a client first walks into your business, they are already judging whether or not they will rebook or recommend you to friends and family. Appearances generally aren’t everything but the look and feel of your entrance directly affects your client’s experience. You want to ensure you have a warm, clean, friendly and welcoming environment – this is your client’s first impression of your business after all. Your goal is to WOW your clients and the best way to do this is to walk through your business as a client. How would you expect to be treated when you first call up to book in your appointment? What would you expect on arrival? What would be essential for your