Building a loyal client base is an essential part of your success as a hairdresser, with consistent branding playing a key role in attracting and retaining customers. With around 61,000 hair and beauty salons to choose from in the UK, according to the National Hair and Beauty Federation, it's important to be at the top of your game to ensure repeat business.
Your branding says a lot about your salon, whether you’re looking for a traditional, friendly vibe, an edgy feel or a spa-like, serene ambience. From the décor of your physical premises to your website and social media feeds, everything should be recognisable, consistent and relatable for your customer base.
Today’s clients want far more than simply a new hairstyle; they have come to expect a personalised service and memorable experiences.
How to Build a Clientele
The three key factors that influence customer loyalty in the salon industry are trust, consistent service and personalised experiences.
First impressions, ambience and service quality play a significant role in a client’s decision to return. Providing exceptional customer service is a given, ensuring every individual feels pampered, satisfied and valued during their whole experience. This is absolutely vital in building long-term relationships.
Greeting customers with a friendly and warm smile, listening carefully and acting upon their needs will help establish trust and loyalty. Offering personalised recommendations that they may not have thought of can also be a game changer.
Keep up-to-date with Trends
Always stay on trend with the latest industry techniques, products and styles to attract new and retain existing customers. They will be more likely to trust a stylist who demonstrates expertise and has knowledge of the latest cuts, hairstyles and colour techniques.
Continually educate yourself by reading industry magazines, attending seminars and completing workshops to stay ahead of the pack. Make sure your employees are also trained, both in hairstyling techniques and customer services.
Personalised Experience
Personalisation plays a huge role in salon client retention and fostering long-term relationships. This should include remembering each customer’s name and their preferred hairstyle and styling techniques. No matter how many customers you have, each one should feel they’re on a personal journey with you to help build deeper connections.
Make it Simple
Customers appreciate convenience in today’s busy world. It sounds obvious, but make your booking system fast and simple. Nobody wants to spend time waiting for a receptionist to pick up the phone, or being placed on hold on a busy day. Easy booking makes it more likely that potential new clients will make that first appointment.
Try having a booking system on your website, so customers can book on-the-go 24/7. In addition, make sure your contact details are visible on all social media feeds including your address, phone number, email, how to book and salon opening times.
Handling Feedback
The client experience is everything and word-of-mouth referrals are a valuable way of building your customer base. Create the best experience by going the extra mile, including offering great advice and providing refreshments such as tea and coffee.
Try jotting down personal things to remember about each client next to their name. This will give you a better chance of existing clients telling their family and friends what a wonderful experience you provide, and leaving positive feedback on review sites such as Google and social media, as they will feel more valued.
Try something like a “recommend a friend” scheme, whereby both the new client and the existing one get a small discount on their next treatment.
Handling client feedback is important, so put in place a strategy for collecting, analysing and acting on comments to enhance the salon experience and improve service. In the event of a customer leaving a negative review online, don’t ignore it. Read and digest the comments, respond promptly and with empathy, address the concerns professionally and offer solutions. Try to take the conversation offline and resolve the problem privately.
A negative review need not necessarily impact your business if you handle it in the right way. Addressing a complaint shows you appreciate customer feedback and will commit to resolving any issues. Using phrases such as, “We’re sorry to hear this,” shows that you empathise and are trying to help. Even if you don’t agree with the customer’s opinion, showing that you understand their frustration goes a long way to inspiring confidence among clients and demonstrating that you’re trustworthy.
How do Professional Salon Tools Help?
Never scrimp on salon supplies such as professional tools and hygiene supplies. Using high quality tools and demonstrating strict hygiene standards enhances efficiency and also reassures clients of their personal safety.
Wearing vinyl gloves or nitrile gloves if you suffer from allergies or sensitive skin will not only keep your hands away from irritants such as chemicals and continual exposure to water, but will also present a more professional image for customers.
Remember, branding extends far beyond a logo; it includes the salon’s atmosphere, customer interactions, and reputation.
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