After any facial or body treatment or even just after the sale of a product, following-up will make all the difference in the world. Yes, just following-up is all you need to do, to make a stupendous and unbelievable difference to your beauty salon. If you’re not following-up, then you’re missing out on a significant percentage of your business’s revenue. In fact, after educating and implementing some of our stockists on this very matter, we calculated an average bottom line increase of 27% !!
The Ripple Effect
The ripple effect is something you won’t notice at first because it’s impossible to really know. How can you know how many clients you’ve kept instead of losing? And what is it that makes them go or makes them stay? It’s many things but following-up certainly weighs in your favour.
Some things are difficult to quantify, but it’s worth thousands of dollars to your business. And the first ripple I want to mention is your client’s business life expectancy. Follow-up calls help you to extend the average business life of every client you have. You will keep your customers for longer.
Not only will your clients be a loyal customer for a longer time, but you’ll find that the average frequency of visits back to the salon will increase too. We know this as a fact. I have worked with Beauty salons for over 30 years and have seen the profound changes a follow-up call makes.
Just imagine this; Your average client (not your top 20 or the ones who come once every blue moon), visits your salon 6 times a year. And let’s say you have 50 clients of that description, who visit your salon every 2 months on average. By following-up, you will increase the client’s visit by at least 1 extra appointment through the year, and if the follow-ups and treatments are done correctly, 1 additional visit/year is a conservative estimate. This means you have 50 more visits/facials/sales every year. Depending on the average spend per client, I’ll let you calculate how much extra that is worth to your bottom line.
Follow-ups are vital to building relationships and establishing your client base. Your client will realise that at your salon, out-of-sight doesn’t mean out-of-mind. Has it ever happened to you? Have you ever been followed-up after visiting a professional or purchasing something? It’s unusual, isn’t it? It makes you feel appreciated and you may even think something like “they’re real professionals! I made the right choice”. As you build that relationship with your client, you’ll be able to address any queries or concerns and resolve them immediately.
The worst-case scenario is when your client has a concern, she doesn’t call you (this happens a lot), and she simply prefers never to return. And if you don’t have a follow-up call scheduled in, then you won’t even notice your client hasn’t been back, until eventually one day you’ll think: “I haven’t seen her for a while, I wonder what happened to her…”. I’ll tell you what’s happened; your client has gone to a competitor. Lots of competitors around. It’s a jungle out there. You’ve got to make a difference. This is an example of making a difference.
Hence by following-up, you get to see your clients more often, you get to keep them longer – instead of having a bucket full of holes. You get to assist your client in maximising the results. You expand that trust and a bond that is so crucial between the client and their therapist. You build your brand by conducting yourself as a professional should.
Another ripple effect following-up has, and that is fundamental to the health of your business; is word of mouth. You client is going to be far, far more inclined to talk about your salon and services to her friends and family. The best marketing your business can ever have is a raving fan!
If I haven’t yet convinced you how essential follow-ups are, let me put it in 9 bullet point reasons:
- Offer better service
- Exceed your client’s expectations
- Increase the frequency of visits
- Increase the sales of products
- Keep your client’s business prospect longer
- Prevent clients from going elsewhere
- Build trust
- Build your brand
- Your fans rave about your salon and new customers appear
Is there a right way of following-up?
The short answer is no. Not really. Any follow-up attempt will be regarded as positive. But let me highlight a few things to help you out.
It’s probably a good idea to ask your client’s permission if you could give a follow-up call (not an email but a call) next week. You’ll be surprised by how many people say ‘Yes!’. And you only ask once, after the first visit. Then your client will expect it. The general rule is, go for the call, but if your client were to say can you text me instead, that’s fine too.
If your client was to say “no”, then schedule a concise text message:
such as: “Hi Sue, thinking of you, how is your skin feeling? ”
You could send a text message like that 2 weeks after the last visit.
Schedule 15 minutes every day of your time to make these calls (or you can schedule it once a week). Make sure you cross out your availability in your calendar. If it’s not in the calendar, then it doesn’t exist. You could do it in the morning around 10 am. Usually, the salon isn’t that busy yet and mothers have dropped off the kids by that time.
Before you make the call, review your client’s file, so that you will know what to talk about or what questions to ask.
Make your call brief and on topic. Limit the small talk. You want to know if all is well and if your client has any questions. Plus, you may have one or 2 questions of your own. That’s it. That’s all.
You don’t want to do any selling or rebooking on a follow-up call.
Both selling products and rebooking a treatment must be done at the exact right time when your client is in your salon. The exact right time is something I will discuss with you in another blog. However, if your client tells you about the sample you gave her and wants to order it, then by all means. That’s what I call good service, not sales.
You may want to write a summary of the call with the date and anything you deem worthy of noting, in the client’s file – don’t rely on your memory.
So, there you have it. If you’re not already following-up, I hope this short blog convinces you to start doing it. I’d love to hear your ideas on this subject. Let me know your experiences, your thoughts and suggestions, and I’ll make sure to share as many of these with our followers.
We love sharing our passion for the beauty industry with our clients and love seeing their successes. That’s what inspires us daily.
Vital Plus customers benefit from ongoing support, not just technical, but also in marketing, management, Future Beauty events, setting up promotions and many activities to enhance knowledge and industry awareness.
Supporting you in running a successful beauty business is our purpose.
For more details about why you should schedule a follow-up call, don’t hesitate to contact us: 1300 437 638