Why people return.
WHY IT DETERMINES THE BUSINESS
Acquiring a client costs far more than keeping one.
WHAT MAKES CLIENTS RETURN
Getting the result they wanted Consistency between visits Being remembered Not being kept waiting Feeling comfortable
WHY CONSISTENCY MATTERS MOST
A good result once and a poor one next time loses the client.
WHAT TO RECORD FOR EACH CLIENT
Services received, with dates Colour formulations and timings Products used Preferences What they disliked Allergies and sensitivities
WHY RECORD FORMULATIONS
It is how the result is reproduced.
WHAT THAT ENABLES
Any stylist serving them well, which protects the salon.
WHAT TO DO AT EACH VISIT
Review the record before starting.
WHAT TO ASK BEFORE STARTING
What they want, specifically.
WHY
Assumptions about what a client wants are the main cause of dissatisfaction.
WHAT TO CONFIRM
Length, colour and style, with reference where possible.
WHAT TO DO DURING
Check with them at points where correction is still possible.
WHY
Correction afterwards is frequently impossible.
WHAT TO ESTABLISH
Rebooking before they leave.
WHY
It is the single most effective thing a salon can do for return rate.
WHAT TO MEASURE
Return rate Time between visits Clients who stopped coming
WHAT TO DO ABOUT THOSE
Contact them, once, and ask.
