Show Notes
Salon client retention is one of the most overlooked numbers in your business, and most salon owners have no idea how many first-time clients they’re losing. You spend money on promotions and social media to get new people through the door, then never see them again. In this episode, I talk about how to measure retention properly, why the numbers can vary so much between stylists, and what’s really behind a client deciding not to come back. And I ask the question every salon owner should be asking: how many of the new clients I’m paying to attract am I actually keeping? I finish with a simple seven-step process for finding out who on your team is struggling, working out why, and getting more first-time clients back for a second visit. WHAT YOU’LL LEARN How to measure new client retention properly, and the right time period for your type of salon Why each stylist’s individual numbers tell you far more than your salon’s overall figure A seven-step process to lift retention across your whole team Why stylists improve faster when they can see their own data, and how to use it constructively
EPISODE TIMESTAMPS
[00:00] Introduction: Is your real problem new clients or keeping them? [01:56] What happens when only four in ten new clients come back [02:35] Why chasing new clients is an expensive way to grow [03:00] Defining client retention and choosing the right measurement period [03:57] New client retention vs existing client retention, and what to aim for [05:35] Why individual stylist numbers matter more than the salon average [06:56] Why some first-time clients never come back [11:21] The rebooking conversation many stylists never have [12:23] The seven-step process for improving new client retention [17:42] What lifting retention from 40% to 60% could mean for your salon [18:58] How to get help improving your team’s client retention
RESOURCES MENTIONED
Super Stylist Online Course – Build the consultation, communication and rebooking skills that keep clients coming back – Find out more
Marketing Online Course – Build a marketing system that attracts the right clients and keeps them – Find out more
Management Online Course – Put the systems and structure in place for a salon that runs properly – Find out more
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Until next time! Antony
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