Good news, fellow hairdressers: women still go to hair salons! Indeed, a study published that 78.3% of women had used a hairdresser's service at least once in 2015. If this number is up compared to the previous year, it's because women primarily come to experience something and benefit from expertise they can't get at home. Getting them into your salon is the first step. But how to retain them and make them want to come back – that's what we're going to explore in today's article!
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It's important to realize that every step should be conducive to building a relationship of trust with the client, while subtly integrating the commercial aspect. Here are 5 tips to encourage your clientele to return to your salon and to retain them:
1) The welcome:
This is very important as it forms the first impression a client will have of your establishment and your staff. Know that 68% of women feel anxious when entering a new salon for the first time. It's up to you to put them at ease from the start by giving them your full attention. Moreover, the general impression is formed within the first 20 seconds! It is therefore essential not to neglect the cleanliness and tidiness of your salon, while creating a "feel good" atmosphere.
2) The diagnosis:
Communication between you and your client is fundamental. Make sure she feels heard and advised so that you can optimally identify her needs. Don't hesitate to rephrase what you've understood to be sure you're accurately interpreting her request.
Furthermore, even if your client is a regular, don't start with "The usual?". This could bore her and make her want to see what other salons offer! Remember that every client wants change and novelty. It's up to you to advise and reassure them in this regard. Customer loyalty starts here!
3) Personalization:
Every woman is different, so it's essential to consider face shape, hair type, and hair history. You can then comment on what is possible or not to achieve.
Because yes, not everything is feasible! Being honest with the client by admitting that her hair project is not viable doesn't make you a bad hairdresser. On the contrary, it shows that you consider each case and personalize your service based on the person in front of you.
Don't forget to also provide a detailed quote to avoid unpleasant surprises at the register. Thanks to this, the client will be informed of the price and will accept or reject it with full knowledge of the facts. Loyalty also comes from price transparency!
4) The washbasin step:
Take advantage of this relaxing moment to offer treatments based on your client's hair. Be sure to explain why you chose this particular treatment for her hair type and what its benefits are. A client will be more tempted to buy the same product at the checkout if you have demonstrated its results during the service. If she is not tempted by the purchase, offering a sample will always be welcome. Nothing beats trying the product to want to use it again!
5) Stay informed! :
Don't hesitate to stay up-to-date with new trends, especially on social media which are true wells of inspiration! Clients often arrive at the salon with an idea in mind of what they've seen in magazines or on influential blogs. If you speak the same language as them by talking, for example, about "Strobing," "Bronde," or "Ombré hair," it will show that you are up-to-date with new techniques and will reassure them for the rest of the process.
