From One-and-Done to Evangelist: Client Retention Strategies for Salons, Spas, and Professionals

A new client shows up for their first appointment. You perform the services they requested, excited about growing your client and feeling like you made a good impression. But they don’t rebook.

You can’t make a living on one-and-done customers. You need repeat customers. But just how can customer retention strategies benefit your business? And what practical things can you do to keep clients coming back? Read on to find out.

Why Customer Retention Matters More Than Ever

New clients are expensive. Some studies suggest it costs five to 25 times more to acquire a new customer than it does to retain an existing one. And even if you pay the price for a new client, they’ll generate about 67 percent less revenue than your loyal customers. Loyal clients book services more frequently, spend more at each visit, refer more friends, and leave more and better reviews. By investing in the clients you have, and worrying less about the clients you don’t, you can spend less money doing business and make more money.

Salon client retention doesn’t happen overnight.  With customer retention best practices, you can reduce customer acquisition costs and increase customer lifetime value. Here are nine beauty salon client retention strategies to build a loyal customer base.

1. Make a great first impression.

The moment your client walks through the door, they’re forming an impression of your business. Their snap judgments influence what they think of your brand, products, and employees for years to come. So make those first few seconds count! 

A few client retention tips to implement on that first visit:

• Impress them with your ambiance. Your space should be clean and welcoming. Pay attention to lighting, seating, smells, and decorations. Nothing kills a bad impression like stiff seating or bad odors.
• Make sure you or an employee gives them a warm greeting.
• Give them a little gift, like a welcome card, snack, sample, or even a complimentary add-on service.

The more you can do to leave a positive and lasting impression, the more likely you can improve your customer retention.

2. Be a friend.

When you’re in the service industry, you’re in the relationship industry. You can do hair, skin, nails, or massage better than anyone else, but you won’t retain existing customers if you don’t build genuine relationships. 

So if you want to build a loyal customer base, be a friend. Keep notes about your clients’ preferences and big life events. Simple things like remembering their favorite shampoo or texting them on their birthday will personalize their customer experience, showing them you care beyond the chair.

3. Schedule before they leave.

You know your date had a good time if they’re planning your next one before the first one’s even over. A simple and often overlooked client retention strategy is rebooking before your clients walk out the door.

At the end of each appointment, confidently recommend when your clients should come back for another service. Saying something like, “Let’s get your next color on the calendar in six weeks,” or, “Can we set a time for your next facial around the same time next month?” helps you and your clients manage your schedules better. It also prevents a would-be loyal customer from simply forgetting to book their next appointment—not because they didn’t want to, but because life got in the way.

4. Give ‘em the perks.

We all like feeling special and in the know. One of our favorite salon client retention strategies is to make customers feel like they’re in the club.

Great client retention programs give customers exclusive benefits, like birthday discounts, referral discounts, or early access to new services or special events. Playing favorites with your clients makes them more likely to play favorites with you by booking services more often and sending friends your way. Give your clients value and they’ll give you value right back. 

5. Keep in touch.

In this digital age, we have so many connections and so little time. 

Stay top-of-mind by communicating with clients between appointments. Automated texts or emails with follow-ups, reminders, promotions, and helpful content are great ways to maintain long-term relationships with customers. By showing you’re thinking of them, you can even prevent customer churn, or loss of clients.

What about clients that haven’t booked in a while? Should you follow up with clients who haven’t returned in months? 

Absolutely. A friendly check-in with a personalized message or incentive may be just what they need to reschedule.

6. Plan for the slow season.

Every salon and spa has its off-seasons, but smart client retention strategies can keep appointments on your books. 

Slow season specials, existing client-only events, or service bundles are just a few ways you can increase your salon client retention average during seasonal lulls.

7. Keep it fresh.

Clients crave new and exciting experiences.

Keep your skills fresh by prioritizing your continuing education, attending workshops, and updating your services. Update your space, too, with new decor and rotating retail displays. Staying current and on-trend is part of how you keep customers happy and excited to revisit.

8. Ask clients to spread the word…

Your best clients are usually happy to tell others about their great experiences with you. But most won’t unless you ask. 

Encourage happy clients to write reviews online and refer their friends. Their positive feedback won’t just increase your visibility and attract new customers; it can also solidify their own investment in your brand.

For more tips to managing your online marketing presence, read our guide to better beauty industry marketing.

9. …and if it’s a bad word, respond professionally.

Even your besties might have a bad thing to say about you now and again. Your customers are no different. 

The key to turning a complaint or negative review into a returning customer is your response. Respond calmly and professionally, and you’re actually more likely to see that customer come back.

Wondering how to tackle negative reviews more effectively? Download our free guide for answers.

Customer retention doesn’t happen by accident.

You may want loyal clients to fall into your lap, but they won’t. That’s why every salon owner should fine-tune their client retention strategies. By focusing not just on the service in front of you but on your clients’ future appointments, you’ll develop a happy and healthy client list.

While customer retention is no accident, most claims against wellness and beauty businesses are. Whether someone slips and trips on their way to the front desk, or a client has an allergic reaction to a product you use, you need help resolving their claims. 

Here at WellnessPro, we offer professionals like you affordable insurance to protect your business against accidental claims. Take 15 minutes to get coverage today.