Loyalty is the key to a profitable and sustainable business, there are many ways to increase loyalty but here, I am going to ask you to look at one key number in your business – frequency of visit, or how many times on average a client visits you a year. In our minds we would love to think that they visit every six weeks, but reality tells us that this number is closer to 12 weeks. If a client comes in every 12 weeks, then they visit you 4.3 times a year. If they spend on average £50, then the annual value of that client is £215. Now, if you could get them to come every 10 weeks then you would see them 5.2 times a year and they would spend £260 – that’s £45 extra per client per year. If your salon currently services 200 clients a week and they each visit 4.3 times a year, then to stay busy you currently need 2,418 clients on your database. If those 2,418 clients each spent an extra £45 per year, then your turnover would increase by an amazing £108,810 a year.

Ken West is director of business coaching experts 3•6•5
WWW.365hair.com

5/9/2013