As I sit here thinking about how much the beauty industry has changed in 26 years … some of the most important things never change. Growing your business by focusing FIRST on EXISTING clients BEFORE focusing on bringing in NEW clients (which we have a history of only retaining 35% of anyway (more on that in a future post).
The easiest way to increase revenue in the next 60-90 days is by creating a culture around pre-booking. The goal should be to get clients to book their next appointment before they leave (we all do this at the dentist 6 months in advance with no problem! That’s a culture of prebook!). Prebooking increases frequency of visit (FOV). The industry average is around 4.88-5 times a year. We all know this should be closer to 8-10 times a year. Start out by trying to book 1 out of every 4 clients (25%). Once you hit that celebrate your victory with the staff and move the bar to 50%. Then up to 75%! Sound impossible? I have worked with some of the top salons in the world and they are doing it! They don’t accomplish this by waiting for the client/guest to get to the front desk. A ‘culture’ of prebooking STARTS with the SERVICE PROVIDER. That’s the person the client trusts. “John your hair looks awesome! By the way I used Paul Mitchell product ABC to shape your hair today and I’m going to recommend you take some home today. Also, I need to see you in 4 weeks around the middle of May.” Then the service provider walks John to the front desk with the recommendation of the product and says “Suzi please schedule John to see me around the week of May 19th.” 3 out of 4 clients will move forward with that booking. It’s not rocket science but it’s rocket propelled growth potential!
How many of you pre-book? Tell me some of your success stories. I’d love to hear them! More on client retention tomorrow!
by John Harms, Millennium Founder & CEO