Loyal clients - do's and don'ts

Loyal salon customers - they’re the epitome of a good workday. Nothing beats seeing their smiling faces as they walk through your door - you know exactly what they’re looking for and you’re excited to catch up on the latest gossip or to share thoughts on a favourite series’ season finale. What’s even better is that this bond goes both ways - your loyal customers want to see your salon grow and they simply love your treatments! They get pampered by you and your team as soon as they walk into the salon - so what’s there not to love about that?

Although you may have a well-established relationship with these customers, there are rules that should be followed if you don’t want everything to fall apart!

Loyal customers - who are they?

Although this is pretty self-explanatory, it is worth mentioning that they are your most valuable clients. However, loyal customers don’t come out of nowhere - they start off as first-time clients who decide to return because they had a one-of-a-kind experience at your business. They may have loved a treatment, your upbeat attitude or the visit in its entirety.

Now they regularly visit your salon and are more like friends than clients. It’s thanks to them that your business stays afloat, even during slow periods. Looking back, you should ask yourself: “How much of my marketing budget did I have to spend in order to gain each loyal client?” You work hard and invest a lot in order to earn that trust, but all it takes is one wrong move and everything can come crashing down. So how can you avoid this from happening?

Avoid doing this!

It seems as though nothing can go sour between you and a regular client - after all, you understand one another. However, there is one major thing that can ruin your ties with them - new customers. How so? A mistake many salon owners make is focusing their efforts on gaining a higher quantity of clients instead of looking for quality. You may not think much of it by offering new customers an attractive discount or prioritising their bookings ahead of your regulars, but do this enough times, and your most loyal ones will begin slipping away.

When you provide more appealing offers to new clients, you make regulars feel less important and they may get the notion that you don’t value their loyalty as much as you used to. Additionally, you may also fall out of favor with them if you’re focused on filling your appointment calendar with first-time client bookings. Imagine a loyal customer wanting to book Russian lashes or an updo - since you’re focusing on new customers, you offer your regulars a free slot in 2 weeks. Obviously, they’re not going to be too pleased.

Instead…

Your loyal customers need to be your number one priority - unless they are leeching you off of discounts. They need to be treated with exceptional service and respect - after all, they keep your salon booming, even during low seasons. You want to earn more loyal clients, but if you begin to neglect them, they will choose to go elsewhere, and you will be stuck constantly gaining and losing regulars!

Create attractive offers for your returning clients, but don’t stick to a simple BOGO (buy one, get one) offer - get more inventive and implement a referral system and/or start selling service packages. Let your regular customers grab a better price, but only if they pay in advance for a few sessions of their favourite treatment. This way, you're certain to attach them to your business even more, as they will keep coming back to your salon to redeem the package. And with some nice rewards up for grabs for each successful referral, you'll surely turn your loyal regulars into ardent promoters of your business.

How should you treat your regulars?

Obviously, like royalty! Even if the queen herself came into your salon, your loyal clients should come first. Your salon wouldn’t be where it currently is without them - which is why they deserve the very best you have to offer. To give them the ultimate pampering experience, you must first get to know each loyal customer. In Booksy, every client has his or her own file, where everything is stored - from allergies, intake forms and before & after pictures, to purchase history and customer descriptions. Next time a new loyal customer makes a booking, prepare accordingly. Have their favourite coffee ready along with a relaxing playlist that you know they’ll absolutely love! And don’t forget to ask about their favourite series or vacation plans.

You should also keep regulars updated on any last minute openings, provide them with unique offers and keep them updated on your latest happenings, all with Booksy. The system allows you to communicate with all or specific groups of clients. Send your most loyal customers attractive discounts on your treatments or products, and do not forget to tell them about the rewards available for successfully recommending your business to their family or friends.

It sounds as though there’s much work involved in nurturing your loyal following - and to some extent, that’s true. Doing all of this by hand, while treating a customer and managing your floor sounds like an absolute nightmare. But with Booksy, pampering your customers is done for you. See for yourself - grab your free account today and request a tour of the system, free of charge!