Want an easy way to increase revenue in the next 90–120 days? Create a culture around pre-booking. Your goal is to get clients to book their next appointment before they leave. Pre-booking increases frequency of visit (FOV), and while the industry average is around 4.88-5 times a year, many service providers agree this should be closer to 8–10 times a year.
Pre-Booking is Not a New Concept
Pre-booking is nothing new in the service industry. Just think—most of us have our next cleaning at the dentist set 6 months in advance, and we expect to book our next appointment before we leave the dentist’s office. Why? Because the dentist has created a culture of pre-booking in their business, and you can, too.
How Pre-Booking Affects Your Business
If you measure the percentage of how many clients pre-book their appointments and build the appropriate culture around pre-booking as a part of the checkout process, you will see major growth. Typically, a salon or spa that doesn’t focus on pre-booking their clients will re-book less than 50% at checkout. Your goal should be 50% or higher, and continue to grow that to 60% and 70%.
The industry average for FOV is 4.88 visits per year. Increasing your client visits even two more visits per year will significantly impact your revenue. Keep in mind; more visits can also increase your average ticket through retail sales, up-sells, cross-sells, and add-ons. The result of increasing your FOV is a happier client who doesn’t have to wait until their hair is overgrown or their color has grown out 1/2 an inch or more. Pre-booking also increases new client retention, repeat client retention, and productivity.
Creating a Culture Around Pre-Booking
A culture of pre-booking starts with the service provider. The client will trust the recommendation of the service provider because they are the professional who is performing the service. The service provider should talk about the next visit multiple times before the client goes to the front desk to pay. Once the client arrives, it’s now the front desk professional’s turn to reiterate the service provider’s recommendations for the next appointment. This requires specific dialogue from both the service provider and your front desk.
You Ultimate Guide to Pre-Booking
Not sure where to start? We’ve got you covered. Download our guide for industry-proven scripts to increase pre-booking, features within Millennium to utilize such as reports, appointment book tools and much more.