How to Turn New Guests into Repeat Clients

As a beauty professional, you have probably observed by now that it’s easier and more cost-effective to sell your services to an existing customer than to find new ones and win them over. Most salon and spa clients are either regulars or one-time guests, and there’s hardly an in-between. Now, you can change that. Read on to find out how to turn one-offs into repeat clients!

Provide Customer Experience Beyond Expectations

This goes without even saying. The customer experience that you provide should not only be excellent but impeccable. Competition in the salon and spa industry has never been higher, so if you wish to stand out, you’ve got to make sure to be better than all the others. You have to amaze your clients from the moment they walk through your door to the moment they leave, and even beyond: make sure to be reachable in case a client would want to turn to you with aftercare insecurities. 


A key aspect of customer experience is personalization. When a client observes that you’re paying close attention to their specific needs and wishes, they feel appreciated and valued. And what happens when someone feels valued? They’re going to value you in return. An excellent tactic to achieve that is to get to know your customers before you’d even met them. You surely have an online booking system or a guest intake platform. Use these to learn as much as you can about your new guests! Call them by their first name from the moment they arrive, and try to avoid asking for basic details. Once they left, take notes so you’ll be on point when they return.

Connect with Clients More

There are several methods you can use in order to build a steady relationship between yourself and your customers. Henceforward, we’d like to show you the most efficient ways to connect specifically with newbies, and turn them into repeat clients.

Follow up

Please don’t make the mistake of letting a freshly treated client out of your salon, then rest on your laurels and hope for them to return. Follow up immediately after they’re gone to show them that you’re thinking about them. The best way to do that is via email. Make sure to get the email address of every last one of your guests and build an email list. This method automatically turns a client into contact, and that’s a great way to grow your business since email marketing remains one of your most effective strategies for client retention.

You may start your email marketing strategy for repeat visits right the day after your first personal encounter with the client. Here’s a classic timeline model to help you decide on the frequency of your follow-up emails.

  • The Next Day
    • You probably gave your client an aftercare instructions card when you met, but those leaflets tend to get lost, so it’s always good to provide a back-up. Send an email with relevant advice on whatever treatment you performed. This is a perfect chance to follow up and be helpful at the same time!
  • A Week Later
    • The next step is to send an email where you just casually check in with the client. A simple email asking how they’re doing without trying to market your services can make a good impression. Maybe share some data or research about the treatment you gave them last time, such as the importance of getting a massage regularly or the frequency advised for redyeing their hair.
  • Two Weeks Later
    • It’s time to try to bring the new guest back to your salon! Send an email invitation to join your loyalty program, if you haven’t been able to sign them up in person. If they are already signed up, remind the client of the conditions for earning the loyalty discount.

Set Up a Loyalty Program

Nowadays, most salons and spas offer different kinds of loyalty programs. Providing guests with advantages and rewards right from their first visit is not only a great marketing strategy but also an excellent way to win them over for your business and turn them into repeat clients. We’ll show you now a structure that works well in salons and another one that is more used in spas.

  • Loyalty Program for Salons
    • Service and Retail Purchases – Give your client a different amount of loyalty points for every dollar spent on:
      • services
      • series
      • retail
    • Pre-Booking Appointments – Give your client a set amount of loyalty points for booking their next appointment with you at check-out. 
    • Referral Bonus – Give your client a set amount of loyalty points for referring a new guest to your salon. The new guest ought to state who referred them on their first appointment.
    • Explanation – 100 points are equal to $1 and are eligible to be redeemed for services. The minimum threshold to obtain a discount is 1000 points ($10). Points expire after one year of inactivity. 
  • Loyalty Program for Spas
    • Punch Card – A loyalty punch card that offers a free service after every 10th is perfectly suited for treatments that require regularity, such as waxing, massages, facials, manicures & pedicures.
    • Pre-Booking Appointments – Offer your client the loyalty punch card right after the first treatment. Give the first stamp for the service just provided!
    • Artificial Advancement – You can reward your clients for pre-booking with an additional punch on the card because being closer to the finish line tends to motivate people to complete different tasks. Starting with two punches straight away can be an attractive incentive for recurring appointments.

So, the key to turn new guests into repeat clients is providing flawless customer experience, personalization, and getting connected in a more enhanced way. Don’t forget to always solicit feedback from newbies in person or via text messages sent right after their appointment. The truth is that most customers won’t tell you if they had a bad experience, they just wouldn’t return. So don’t be afraid to ask, and if the feedback you receive is less favorable (and the causes are reasonable!), take immediate action and try to fix things. Offer a discount of free service to show that you care. Always try to establish a responsive and communicative relationship, and you’ll be just fine.

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