We all know how hard it is to attract new guests, right? You put so much time and energy into marketing and advertising and even upping the ante during their salon visit. But are you really providing what your future guests want and need?
As a former salon owner, I definitely have some insight into what clients look for. In recent years, potential clients have become so much smarter, so much more demanding, and so much more in tune with value and price. This is why it is so important for you to continue to step it up in terms of service within your business.
There is also so much competition in the beauty industry and your guests will have no problem going down the street to another service provider — We do not want that to happen!
Here’s some of my best advice for proving your guests with an excellent service every time. Let’s get to it…
1. Clients Don’t Want to Ask for Something
Clients that are coming into a service-based business are looking to feel pampered from start-to-finish. They do not want to have to lift a finger. And they shouldn’t have to. It is all about paying attention to the details — the little things really make a difference.
Are you offering to hang their jacket? Do you have snacks and beverages? Is your wifi password posted so they can access it easily? Are you constantly checking on them to see if they need anything? If you’re a stylist, are you giving them a head massage at the shampoo bowls?
Think outside the box when it comes to pampering your guests. For massage therapists, offer hot towels after your foot massage or a choice of essential oils. Barbers: Go for hot towels after a neck shave. Hair stylists: maybe you add a shoulder and hand massage while your guests are processing.
Add things into your routine that make you stand out from everyone else. It is all the little things to make sure they are feeling comfortable from the time they walk in until the time they leave.
2. Your Online Reviews Matter
They will check out your credentials first through online reviews.
If you are not focused on getting those 5-star reviews, now is the time. Future guests are more than likely to check reviews before they click the Book Now button.
I recommend focusing on your Google reviews first. (Statistics show that 29% of people will search Google reviews before they come and see you. ) Then Yelp and Facebook.
But how do you ramp up your reviews?
ASK! Your guests want to read real reviews from real clients. This is a big part of them coming to see you.
When you send out those follow-up emails in Schedulicity, add a link to your review sites, and kindly ask for the review. You can also add this link to the bottom of all your email marketing campaigns.
3. Your Guests Want to Feel Welcomed — By Everyone in Your Business.
Statistics show that when you say the word “welcome” to a new client, it reduces their stress level by 65%. Truth!
Think of it from their perspective: They are most likely leaving someone they have been with for a long time. This can be very nerve-racking. You must go above and beyond to make them feel extra special.
Maybe a hug, if you are a hugger. A good ole handshake and eye contact go a long way, too.
Your guests should never feel like they are bothering anyone in your business. From your receptionist’s greeting to offering a magazine, nothing should ever feel like it is too much for them to ask. It is all about making them feel like they are stepping into your home and of course you are the host for the day.
4. Clients Want Your Insight
They want to feel like you are the expert, and that they are in good hands from start-to-finish.
Be confident when having a consultation with your guests. Make suggestions. Give them your professional opinion. They will love it.
They’ve come to see you for a reason. They need to be given some direction on what suits their needs (and their face shape). Honesty and confidence are how you build trust with your guests — and how they become loyal.
And then guess what happens? They send you referrals. Friends, family, neighbors. We love them all. They need to feel that you are going to give them exactly what they are asking for, whether that be a makeup application, a haircut, or even a color service. Building that trust from the beginning is a game-changer.
5. Consistency is Everything
Being consistent in all of these areas is also incredibly important. Remember, it isn’t just about making a great first impression. It’s about delivering an incredible experience time and time again. Attracting new guests is one thing, but keeping them is another. Putting emphasis on retaining your guests will help you grow your business tremendously. Anyone can offer a great experience the first time, right? But consistency in our industry is truly the key to growth. Be your authentic self, show up at 100% every day, and deliver an excellent guest experience, and you will be well on your way to success.
About the Author: Nina Tulio is a former salon owner and stylist that has been in the industry for 23 years. She now owns a consulting business and travels the country educating salon owners and stylists on how to grow a successful, sustainable business.