Client Retention

by Pam Stellema

Mystery Shoppers

Discover how to create a mystery shopper program for your salon or spa.

Module Lead-in:

What is a mystery shopper?
Many different types of businesses use the services of a Mystery Shopper (sometimes called a Secret Shopper). The goal of using a Mystery Shopper is to give you, the salon owner, a non-biased snapshot of what is really going on in your salon in situations where you may not be able to see what’s really happening.

Why do you need to use one?
In the beauty industry, salon clients are routinely taken into a private room for their treatments. This provides privacy for the client; however, as the salon owner, you’re pretty much unaware of what’s happening behind those closed doors…

Overview:

Mystery shoppers have been used in businesses of all sizes for decades.  Their role is to go into the business as a regular customer and purchase services and product.

They are particularly useful in salons and spas where treatments are provided in a separate and private room, providing management with an in-depth understanding of the quality levels of both treatment delivery and customer service.

This module includes a PDF document outlining:

  • What is a Mystery Shopper?
  • Why you need to use Mystery Shoppers.
  • What does a Mystery Shopper do?
  • How is it done?
  • How often should you use a Mystery Shopper?
  • Should your tell your team about the Mystery Shopper?
  • What to do with the information you get?

Included Resources in editable Word format are:

  1. Mystery Shopper Questionnaire – Comprehensive.

Pages: 17

🙂 This module is also available as part of the value Package – Client Retention

Price: $45.00

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Packaging Your Services

Discover how to effectively package your salon and spa services.

Module Lead-in:

In another information module within the Accelerate Program, I discussed Membership Programs, and how one of the main benefits was that they tie the client into your salon for a period of time.

When you offer treatment courses and programs to salon clients, you’re doing a similar thing in a more condensed way.

Courses and programs come about when you bundle a group of services together and sell them as a single entity. They generally involve rewarding the client in some way in exchange for the advance payment she makes for her course or program…

Overview:

One of the best ways to keep your clients returning is to have them pre-pay for a series of treatments.

Not only does this generally provide an improved outcome, but it ensures they will return to your salon and spa throughout the course/program.

This module steps you through creating courses and programs to entice your clients to pre-pay and stay.

This module includes a PDF document outlining:

  • What constitutes a Course and Program.
  • Pre-payment incentives.
  • How to create profitable Courses and Programs.

Included Resources in editable Word format are:

  1. Course Template
  2. Programs Template – Examples
  3. Program Template
  4. Special Menu Template

Pages: 12

🙂 This module is also available as part of the value Package – Increasing Sales

Price: $30.00

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Making Money from Membership Programs

Make money from your salon or spa membership program.

Module Lead-in:

The idea of having a membership program for your salon or spa can be very appealing. They certainly seem very attractive at first glance and a great way to bind clients to your business.

However, before you rush headlong into introducing any type of membership program, there are some very important elements you must consider first.

What may bring you short-term gain (money), may also bring you long-term pain (additional workload and expenses), and this can be true of many of these programs if meticulous planning and analysis is not done before you get underway…

Overview:

This module outlines the pros and cons of various types of Membership Programs for your salon or spa.

It also includes a sample Membership Program that will ensure not only client retention but profitability also.

This module includes a PDF document outlining:

  • The pros and cons of  4 different membership program styles.
  • Sample membership program.
  • 9 key points to consider before you get started.

Included Resources in editable Word format are:

  1. Membership Program Template

Pages: 19

🙂 This module is also available as part of the value Package – Increasing Sales

Price: $37.00

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Retaining New Clients

Discover how to retain more new salon and spa clients.

Module Lead-in:

I’m often asked by salon owners to help them attract more new clients for their struggling and unprofitable salons.

They believe that more new clients are the answer to their business woes, and so the majority of their marketing efforts (and dollars) are continuously focused on gaining more new clients.

However, if you review your figures for the past year, you’re almost guaranteed to find that your salon has actually had bucket-loads of new clients coming through. Unfortunately, a fairly big percentage of them didn’t stick around and become regular, loyal clients…and this is something that requires your attention.

Overview:

This comprehensive module explains why it’s important to have specific strategies in place to increase the retention rate of new clients.  It also outlines the 9 major action steps required to implement these strategies.

This module includes a PDF document outlining:

  • Why retaining new clients is vital to your salon growth.
  • The 9 major action steps required to retain a new client.

Included resources in editable Word format are:

  1. Salon Audit Checklist
  2. Client Information Card Template
  3. Client Consultation Form Template
  4. New Client Welcome Letter Template
  5. Follow-up Phone Call Script Template

Pages: 29

🙂 This module is also available as part of the value Package – Client Retention

Price: $45.00

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Salon Marketing Plan

Market Your Beauty Biz Like a Pro

Module Lead-in:

Every business needs to market itself. As the saying goes “You can’t sell a secret”, therefore you have to tell your prospective clients and your current clients what you have to offer in order to create sales. And to do this, you have to successfully get your message out to the right people, at the right time using the right marketing strategies.

What is Marketing?

Many people confuse the concepts of marketing and advertising. They are different. For me, marketing is what you do to get your service or products into the hands of your clients. Advertising is therefore a part of marketing – but not the whole package!

Planning Your Marketing

A good marketing plan is not solely about gaining new clients. It has many other important duties.

When you market your salon or spa, your goal should be to achieve one or a combination of the following:

  • Attract new clients
  • Keep the clients you already have
  • Reclaim missing clients
  • Increase the clients spend amount
  • Increase the frequency of client visits
  • And of course, all of the above should also have the end goal of making more revenue and more profit for your business.

Overview:

Marketing is a must for every business and this module not only provides you with loads of different marketing ideas, it also provides a 12-month Marketing Planner Template that will make planning your monthly and yearly marketing a breeze.

This module includes a PDF document outlining:

What is Marketing?
Planning For Marketing Success.
31 Proven Marketing Strategies for Spas and Salons.
How to Create a Profitable Promotion.
42 Special Occasion Promotion Ideas
Create Your Marketing Plan.
How to Use Your Marketing Plan Template.

Included Resources in editable Word format are:

  1. 12 Month Marketing Planner
  2. Primary and Secondary Services Worksheet
  3. Promotion Goal Worksheet

Pages: 88

Price: $65.00

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Client Retention Customer Service

Client-retention customer service for salons and spas.

Module Lead-in:

Good customer service happens regularly, but great customer service happens when you take that extra step to make your client’s experience exceptional – without being asked.  That doesn’t mean giving away free services; it means doing what you can to make the client’s experience in your salon as enjoyable and memorable as you possibly can.

It all comes down to these 3 things:

  • Your attitude and that of your team members.
  • Great communication with your clients.
  • First class technical skills…

Overview:

You never get a second chance to create a great first impression so it’s vital that your team wow your clients with outstanding customer service from the first minute they arrive in your salon or spa.

This module includes a PDF document outlining:

  • Must-know customer service facts.
  • Why clients leave and don’t return.
  • The no-compromise client expectations.
  • Creating your best first impression.
  • Avoiding a bad impression at any time.
  • Other important things that impact on your clients’ happiness.
  • The 3 components of outstanding customer service.
  • The communication equation.
  • How to improve your communication skills.
  • Improving your telephone communication skills.
  • Establishing fast rapport with your clients.

Included Resources in editable Word format are:

  1. Attitude and Skills Checklist
  2. Customer Satisfaction Questionnaire
  3. Motivational Customer Service Poster – A4
  4. Customer Service Facts Poster – A4

Pages: 25

🙂 This module is also available as part of the value Package – Client Retention

Price: $30.00

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Increase Service Prices Without Losing Clients

Increase Service Prices Without Losing Clients

Module Lead-in:

Being in the beauty business is financially demanding. New treatments, technologies, products & training all require a hefty and ongoing financial investment.  As well as these specialised expenses, your general expenses such as rent, overheads, insurances, professional products, and wages, to name just a few, also continue to increase in cost at least once per year.

So, what happens to your business if you avoid increasing your prices and decide instead to absorb these increasing expenses?  Well, you run the real risk of eventually running your salon either at a loss or not generating enough profit to continue to move forward; and neither of those is a great business growth strategy.

Nothing is more soul-destroying than working incredibly hard doing what you believe are ‘all the right things’, only to find out that you’ve made no profit at the end.

Overview:

To stay in business, healthy and profitable, you need to have regular price increases to offset ever-increasing expenses. Some salons hold off increasing their prices for too long and then make the mistake of having to have a massive increase in one hit to try and stay financially afloat.

There is a simple technique you can use to increase your prices without negative customer feedback and this module covers what you need to know to accomplish this.

This module includes a PDF document outlining:

  • Making More Profit
  • What To Do Before You Increase Your Service Prices
  • When to Tell Your Clients
  • How to Handle a Client Complaint
  • An Acceptable Price Increase
  • How to Spread Your Price Increases
  • What to Do When You Need to make More Revenue Urgently
  • The Impact of Your Service Menu
  • Key Point Summary

Information Pages: 33

Included Worksheets, Charts & Scripts in editable Word format are:

  1. Team Brainstorming Worksheet
  2. Voucher Promotion Script
  3. Client Complaint Scripts
  4. % Increase Chart
  5. Service List Breakdown Worksheet
  6. Service Price Increase Worksheets
  7. Top 25% of Services Worksheet

Pages: 10

You may also be interested in the e-course Increase Service Prices Without Losing Clients

Price: $40.00

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Conquering Difficult Clients with Ease

Conquering Difficult Clients with Ease 

Module Lead-in:

Every business, at some time or another, is going to experience the dreaded ‘Difficult Client’.
No matter how fantastic your products and treatments may be, nothing can always be perfect, and sometimes clients are just having a bad day and will take it out on you, or one of your team.
This makes it inevitable that eventually, you’re going to have to handle a difficult or complaining client. How you handle it will mean the difference between a happy loyal client and a client lost to you forever…

Overview:

Difficult clients can be the bane of any therapists life, especially if there just seems no way to make them happy.  The good news is that it can just in some people’s DNA and they’ll happily keep returning and complaining, but if that’s not the case, this module helps you to deal with them by first identifying their difficult personality type, and then implementing useful strategies to help cope with them.

This module includes a PDF document outlining:

  • Triggers for Difficult Behaviour
  • Identifying the 10 Difficult Behaviour Types
  • Understanding Why Clients Complain
  • Turning Complaints into Opportunities
  • Your Client Complaint Policy
  • What To Do with Serial Complainers
  • Handling Fraudulent Clients
  • Training Your Team to Handle Complaints
  • 9 Steps for Dealing with a Client Complaint
  • Keeping a Record of Complaints

Included Resources in editable Word Format:

  1. Cheat Sheet for Dealing with a Difficult Client
  2. Client Complaint Log Template

Pages: 21

🙂 This module is also available as part of the value Package – Client Retention

Price: $23.00

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More Profitable Promotions

Create more profitable promotions for your salon or spa.

Module Lead-in:

Many salon owners run promotions almost non-stop, with the mistaken belief that quantity, rather than quality, is what will make them more profit. Not so!

You can achieve busy-ness by simply lowering your prices enough, but being constantly busy is no guarantee that you will make a profit. Busy-ness does not necessarily equal profitability.

Promotions should NOT be about getting clients into your salon at ANY cost…

Overview:

This comprehensive module shows you how to produce a great promotion that both you and your clients will love.

It aims to help you plan your promotions for greater profitability while still providing excellent value for your clients. A true win-win scenario.

This module includes a PDF document outlining:

  • Becoming clear about what your promotion is trying to achieve.
  • Good promotions should focus on profit not just revenue.
  • Stop discounting and start value-adding.
  • Focus on promoting the right services.
  • Using your most popular services for your promotions.
  • Target the clients most likely to respond.
  • Measuring your results.

Included Resources in editable Word format are:

  1. Primary and Secondary Services Template
  2. How to Complete your Promotion and Packages Template
  3. Your Promotions and Packages Template
  4. How to Complete the Profitable Promotion Planner
  5. Profitable Promotion Planner
  6. Monthly Promotion Tracker

Pages: 21

🙂 This module is also available as part of the value Package – Increasing Profits

Price: $45.00

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Client RewardsProgram

The Simple & Effective Client Rewards Program 

Module Lead-in:

Gone are the days when you had a client for life.  Today, a client’s loyalty to your salon is incredibly fragile, and sometimes it’s the very smallest thing that will break it.

There are many contributing factors to client loyalty.  These include:

The quality of the treatments your team delivers. It doesn’t matter how good your rewards program is if your team is delivering substandard treatments.

The effectiveness of your competitors marketing strategies. Whether your competitors are as good as, better than or much worse than your salon or spa, if their marketing is good enough, it may well lure some of your clients away.

The quality of customer service your salon or spa provides. Even great treatments are not enough if the rest of your customer service standards are poor.

Value for money. Your services don’t have to be cheap to offer value but they have to be worth what you charge.

How you make your clients feel.  A client who leaves your salon or spa feeling happy about her experience will be much harder to lure away.

Overview:

The cornerstone of every business is client loyalty.  Without that, you are constantly in search of new clients and that’s an expensive way to do business.  This module outlines how to create and implement a Client Loyalty Program that helps to keep clients returning to your business so that they can earn rewards.

This module includes a PDF document outlining:

  • What a client rewards program is and why your salon or spa should have one.
  • What a client is really worth to your salon.
  • When a rewards program should be implemented.
  • What the reward should be for your clients.
  • How to implement your Rewards Program.
  • Outline of how to use a software based Rewards Program.
  • Outline of how to use a manual Rewards Program.

Included Resources in editable Word format are:

  1. Sample Loyalty Card Template
  2. Client Value Template
  3. Client Letter

Pages: 19

Price: $25.00

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Discretionary Services and Treatment Protocols

Discretionary Service and Treatment Protocols 

Module Lead-in:

First, let’s take a look at what discretionary services actually are, and then we’ll explore the right way and the wrong way to provide them to your salon clients.

One example of a discretionary service is when you decide to give your client a hand massage with her regular facial when that hand massage is not normally provided free of charge.

Another example is if you provide a free eyebrow tint for your client when she has a paid lash tint when normally the brow tint is an extra paid service.

Overview:

This module shows you how to use discretionary services and consistency in your service delivery to ensure client satisfaction and retention.

It also demonstrates how to create a Treatment Protocol for each of your services to ensure consistency in delivery by all team members.

This module includes a PDF document outlining:

  • What are discretionary services?
  • How discretionary services can hurt your business.
  • How to deliver once-only discretionary services without disappointing your clients.
  • Special occasion pampering.
  • The importance of consistency when delivering treatments.
  • Treatment protocols.
  • Creating a treatment protocol.

Included Resources in editable Word format are:

  1. Treatment Protocol Template

Pages: 13

🙂 This module is also available as part of the value Package – Business Essentials

Price: $30.00

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Successful Re-booking

Successful Re-booking

Module Lead-in:

Re-booking and *pre-booking your clients is without a doubt the fastest, easiest, and cheapest way to fill your appointment book. It helps to ensure the return of your clients because they’ve made a commitment to your salon before they leave your premises.
* Pre-booking is securing multiple bookings in advance

Here’s the truth, client loyalty can (and often does) vanish in an instant. A great offer from another salon can steal away your ‘loyal’ client from right under your nose…

Overview:

Implementing successful re-booking strategies into your salon will not only increase your client retention but will also strongly impact on your revenue due to ensuring clients return regularly for their services.

This module outlines what you need to do to successfully implement this powerful business strategy in your salon.

This module includes a PDF Document outlining:

  • Overcoming the ‘grubby’ salesperson phobia.
  • The key benefits to re-booking .
  • 4 re-booking benefits for your clients.
  • 5 re-booking benefits for your salon.
  • 6 re-booking benefits for your team members.
  • Getting your team on-board with re-booking.
  • 3 key strategies to help your team re-book their clients more easily.
  • Training your team.
  • Develop your re-booking script.
  • Re-booking steps 1, 2, 3 & 4.

Included resources in editable Word format are:

  1. Team Training – Script Writing
  2. Team Training – Client Compliments
  3. Team Training – Re-booking Time-frames
  4. Team Training – Re-booking Role-play

Pages: 28

🙂 This module is also available as part of the value Package – Client Retention

Price: $30.00

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Re-activating Lost Clients

Discover how to regain lost salon and spa clients.

Module Lead-in:

In other modules, I’ve talked about the importance of client retention and how I believe it’s even more important to your salon than new client attraction.

Many salon owners are not aware of just how many clients leave and don’t return. This is because they don’t track the attrition rate of their clients.

When it comes to losing valuable clients, ignorance is not bliss, it’s expensive.

Overview:

As a business owner, gaining new clients is terrific…but not if you’re losing them faster than you gain them.

This module explains the importance of a timely communication with clients when they go missing from your salon and outlines what you need to do to re-activate those lost clients.

This module includes a PDF document outlining:

  • The value to your business of client retention.
  • Where to start to get back lost clients.
  • Handling recently gone missing clients.
  • Handling clients missing over 3 months.
  • Deciding how long you should persist.
  • What you should say to get them to return.
  • 5 tips to increase your chance of success.
  • Special notes.

Included Resources in editable Word format are:

  1. Client Re-activation Letter Template – Under 3 Months
  2. Client Re-activation Letter Template – Over 3 Months

Pages: 14

🙂 This module is also available as part of the value Package – Client Retention

Price: $45.00

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