“Unleashing Salon Potential”

So, why do Clients change their salon, and what do they look for when choosing a new one?


Facts:-

28% of Clients are thinking of changing their salon
80% of Clients say they want to change as their current salon (stylist) never suggests anything new
72% of Clients are salon recommended by a friend

Clearly from these statistics we need to address how we look after our Clients

1. We need to reduce the number of Clients leaving us

2. How we can ensure retaining new ones


Keeping Clients…

Within hairdressing, we need to make sure we are up-to-date with the latest fashion trends, and have the in-house expertise to create new looks - remember clients expect that anyway!


In my opinion, the answer lies with good communication and staff attitude.


Let me explain…It is a commonality within most salons that the stylist who is the most talented hairdresser, isn’t always the busiest. The busiest stylist tends to be a good hairdresser who has the right attitude and communication skills.


Customer service:

I visit hundreds of salons annually, observing staff interacting with Clients; watching how they conduct consultations, and in my opinion nearly all of them could do better!


For example, a first time client visits a salon, and is seated for styling consultation. The stylist introduces themselves and will usually say something like “So, what are we doing today”? or “how do you normally have your hair”?


We have already said that 80% of Clients change their salon because nothing new is ever suggested / discussed, and clearly here we are doing just that by not suggesting anything new.


My advice would be, following introductions say something like…

so, “Do you have any ideas? or are you open to suggestions”?


This allows the Client the opportunity to discuss their ideas, or show you a picture. However, you will find most Clients will say something like “I’m not sure, so what would you do? This is then your opening to be creative and not just to talk haircut - but colour, style, support, treatments and any other services you think may be Client beneficial.


Existing Clients: At each visit, you should always conduct a consultation, saying things like...

“How’s your hair been? or Do you fancy a change”?


If you don’t, there is a good chance that you will at some stage lose them as a Client. You should never take a Client for granted as it could be costly, not just the Client spend but potentially other clientele such as family/friends who regularly visit your salon.


Most salons from my experience do not have a dedicated customer service system in place, and therefore are not retaining as many Clients as they could. Therefore using a proven system will certainly increase Client spend, retain Clients and make our jobs more exciting and profitable.


The Reverend Kevina (Salon Developement Training)
Kevin Hamm
Salon Development Training
www.sdtraining.co.uk
email: kevinhamm00@gmail.co.uk
Tel: 07533 004956

24/05/2013