• Missy Megginson

Creating Return Clients by: @chrissulimayhair


Taken from Chapter 4 of Shop Talk.


In my first few years behind the chair, it took a while to understand the art and science of creat- ing an appointment book full of Return clients. I used to go into work and pray a few walk-ins would show up, because then I could get enough tips to pay for lunch. Watching busy stylists depressed me because I could not imagine that I could keep as many clients as they did. (You might observe that my thinking was a big part of the problem!)


EVERY FIRST TIME CLIENT IS AN OPPORTUNITY TO CREATE ANOTHER RETURN CLIENT

In this book, “client,” means a referral or a return client. While we all love walk-in clients, they are a gift, and we did not work for them.


The more skilled you can become at turning walk-in clients into return clients, the

more you will earn. Return and Referral clients are clients that we have worked to retain and gain.


In this book, “client,” means a referral or a return client. While we all love walk-in clients, they are a gift, and we did not work for them.


Maintaining more return clients stabilizes your work- load and gives you the ability to increase your income.


Instead of relying on the busy season, the salon to advertise, or the salon down the street to close, you get to take charge of your own prosperity.


As I mastered the art of turning new clients into returns, my clientele grew until it was overflowing. Eventually, I needed an extra set of hands. And that was only the beginning! I also helped 30 new styl- ists grow by training them and feeding them over- flow from my clientele. That’s how powerful this Key is. The truth is, no matter where you live, there are plenty of clients who are dying to find a salon pro- fessional totally committed to their needs as a client. This is why: “Your potential is limitless when clients consistently want to come back and see you!”


Also, having an abundance of return clients gives you the ability to have appropriate price adjustments, ensuring that the longer we stay behind the chair, the more earning power we have.

TURNING NEW CLIENTS INTO RETURN CLIENTS

There are some heavily populated locations that feed stylists so many walk-ins that returns don’t matter very much. That being said, 95% of salons don’t work that way.


There are some heavily populated locations that feed stylists so many walk-ins that returns don’t matter very much. That being said, 95% of salons don’t en- joy that luxury.


A great question to ask yourself is: “What would you change in your business if your #1 goal were to con- vert new guests to return guests? And if they are already a return guest, how would you make them feel like the relationship were new, and they would leave looking forward to the next visit?”


Now many of you would answer, “That is my number one goal!” Respectfully, I beg to challenge that. I believe that if most stylists had that mindset, our chairs would be overflowing with clients, but let’s be honest: That’s just not the case!


The fact is that by considering that possibility, you are one step closer. The next step is to set an intention before every client even walks in the door. Say to yourself:

"From the time that client walks through the door, from the greeting until they leave, and after, I want to send a really clear message to her that she is important to me; I really want her to come back."

BOOSTING THE KEYS ON AN EMOTIONAL LEVEL

The keys are measurable and tangible, but you’ll see that many of the ways to boost those results are fuzzy and gorgeous; you can’t see them, but you can FEEL them.


The keys are measurable and tangible. But you will see in this section that there are some intangible ways that you can elevate your client experience, hence gaining more return clients.


Emotional focal points, however, are a little different. These are 5 areas where you can specifically FOCUS YOUR ENERGY to positively affect your clients, and in the process grow stronger bonds and take rapport to the highest level.


I started to apply this knowledge in the salon a number of years ago and used this as a foundation in creating amazing client experiences.


5 EMOTIONAL FOCAL POINTS


What are the basics of an AMAZING salon experience??


1. CREATE A COMFORTABLE AND WELCOMING ENVIRONMENT.

2. HAVE SOME FUN

3. MAKE HER FEEL LIKE SHE IS THE ONLY ONE

4. CARE (I MEAN IT)

5. SHARE YOUR GROWTH



* There could not be a more perfect time of year to be intentional towards your clients! Start applying these today!


**If this content reeled you in like it did me here is the link to purchase Chris's book Shop Talk. It is a quick read packed with TONS of amazing and practical applications for your business behind the chair.


chrissulimay.com

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