The Importance of Loyal Clients
Did you know that it’s 5 times cheaper to keep a client than to go find new ones? There are a number of reasons why a client may stay loyal to a specific stylist but more often than not it stems from having favorable experiences with this specific stylist.
Loyal clients provide more than just consistent revenues, they help to build ambassadorship
More than Just Profits
Happy clients are loyal clients, and will spend 67% more on services than new clients because of the relationship you’ve built with them. When clients trust you, they’re more likely to be open to trying new services will also provide you with more upsell opportunities.
Not only is there a financial benefit to keeping around loyal clients, there is also an emotional benefit. When you’re getting your hair done by someone else it is allowing closer proximity to someone than normal. This close proximity helps you to create a high level of trust between the both of you because when doing someone’s hair you are sharing parts of a stranger’s body that they wouldn’t normally share. Being that you see a client every 6-8 weeks on average this frequency will build up trust between the both of you. You often build great relationships with these clients without even realizing it and look forward to their appointments. After a while, loyal clients will become more of a friend to you.
Not only when you create a relationship with a loyal client you are driving repeat business and increasing your revenue, but you are also creating a brand ambassador. They will not only keep coming back to you for their own personal service, but they will spread their gratitude to their friends and family creating word-of-mouth marketing and boost your social media presence. If you discover a new client is a referral from a loyal client a great way to award them is to create a word-of-mouth referral discount, giving your loyal clients and new referrals a small one-time percentage off their service or a product. Referrals help to build your client base and defend against the competition.
Maintaining Customer Loyalty
In an industry that is saturated with hair stylists and salons to choose from, loyalty matters more than ever! Many stylists have found that after implementing SalonScale in their salon their customer loyalty has increased. If price is something your client is concerned about, SalonScale will allow you to accurately price and charge your services by separating your parts from labor, only charging your client for the products used on their hair. This breakdown will give you more confidence during consultations while giving more accurate estimates on how much the hairstyle they are looking to achieve will cost to acquire and maintain throughout time.
There are a number of ways that you can continue to build customer loyalty. Whether that be personalizing the experience with a consultation at the start or making product recommendations vs their lifestyle. SalonScale has a notes feature where you can add things like birthdays and other notes to help you keep every visit special!
If consistent results are a concern for your client do not stress! SalonScale stores each client’s information showing you the exact formula used each time they have come in. This will help you to achieve the exact results they are wanting each time they come in and if they are wanting to switch it up a bit, you can easily do this by seeing how much product you would need to adjust based on their history. Not only will they be satisfied with the transparency throughout the process but by using SalonScale you are able to build a trusting relationship with your clients, resulting in higher loyalty over time!
Best of luck!