4 Ways to Make Clients Fall In Love With Your Salon Suite
Love and affection isn’t given automatically, it’s earned; but the work is worth it. Client love and affection translates into loyalty and referrals, making it a worthwhile pursuit for Salon Suite owners.
Find out what it takes to take client relationships to the next level. Earn their love and public displays of affection and watch your Salon Suite business grow.
Love is all around us, especially in February. Not only is this month home to Valentine’s Day, it’s also Weddings Month and the time of year when bridal shows abound. And this isn’t just infatuation, either; it’s the love and affection that inspires long term commitment and public displays of affection.
What about you? Are your clients willing to show your Salon Suite affection in public by leaving glowing reviews and referring their co-workers, friends and loved ones to your care? Do you have a high client retention and rebooking rate or do you find that you’re constantly looking for new clients to replace those who didn’t come back?
If you don’t have the client loyalty and displays of affection you need to grow, it's time to make your clients fall in love with your Salon Suite. One of the first steps is thinking about your clients in terms of relationships – not transactions. When you evaluate the client experience in terms of moving each relationship to the next level, you’ll begin to personalize your approach in ways that fill the unique needs each client has, instead of delivering a one-size fits-all Salon Suite client experience.
4 Ways to Move Client Relationships to the Next Level
1. Remember the Attraction has to be Mutual
Have you ever heard someone say that you need to “be” the person you want to attract? This is referring to the principle that you’re unlikely to attract someone who isn’t right for you, based on who you are. In other words, it’s unrealistic for a couch potato to believe they will attract someone who spends all their free time outdoors or in the gym.
It’s the same in business. If you’ve defined a specific persona as your “ideal client type” then you have to purposefully design your Salon Suite’s services, décor, amenities, marketing, and the client experience itself to be attractive to that client type. If you aren’t attracting the type of clients you want, then it’s likely that you need to address one or more aspects of the way you do business.
2. Make Sure They Always Feel Special
The popular ABC reality show, The Bachelor, begins each new season with one bachelor or bachelorette opposite a group of 25 potential “true love” matches. One of the common complaints of potentials is the fact that they can’t get one-on-one time with the bachelor. Indeed, many of the contestants who leave early on feel lost in the crowd.
Is this how your clients feel? Each of your clients wants to feel that they’re just as important to you as you are to them. They want to feel special, and they want to feel as though you are aware of and focused on their unique needs. If you’re distracted during appointments, on the phone, texting, or otherwise demonstrating that they aren’t your top priority, it’s not realistic for you to believe your business will be a top priority for them.
3. Leave a Lasting Impression
The decisions made about where to have a first date, where to celebrate important days like Valentine’s Day and anniversaries, where to propose, and so on all have the ability to “wow” or disappoint. They provide a setting that contributes to ambience and they’re either working for or against the goal.
If your Salon Suite isn’t attractive, clean, or memorable, it’s like choosing a poor location to have all of those important dates. Worse, it might be memorable – but for all the wrong reasons, leading clients to believe they could do better somewhere else.
4. Set the Direction
Relationships are rarely standing still; rather, they are either advancing or receding. If you want to move client relationships to the next level, to make them stronger and deeper and inspire love, loyalty and public displays of affection, it’s up to you to set the direction and help the relationship along.
Just as you would in a romantic relationship, sometimes this means you need to verbally encourage clients to take actions you want them to take. You may want to get them in the habit of booking their next “date” with you in advance, or booking out many next dates over the course of many months. You may want to see them more frequently. You may want them to make changes in their regimen (such as using specific products or services) to make their results better. You may want them to refer their friends and colleagues to your Salon Suite.
Whatever this next step is, you need to learn to ask for what you want, just like in any other relationship, and continually improve your ability to communicate effectively during appointments, by phone, by email, on social media, and so on.
Your investments in these relationships will be reflected back in client actions and attitudes, including love, loyalty, and public displays of client affection, but only to the extent that you first invest in the relationship. Clients will love your Salon Suite when you demonstrate your commitment to them.