Before you begin laying out your retention program, you will quickly find that any program designed to improve your salon/spa’s client retention performance will cause you to rethink many aspects of your business.

This is because virtually everything that happens in a salon or spa directly affects client satisfaction to some degree. The reasons a client will move to another salon or spa are many and varied. A total retention program addresses as many of these reasons as possible. It can be overwhelming at first, that’s why we suggest you start with the basics and fine-tune your program as you gain confidence and control.

Ground Rules
The following ground rules should be planned into your basic program:

1. Track client retention — not request rates. Request rates do not have anything to do with client retention.


2. Pre-book, pre-book, pre-book!!! It's a simple concept, yet one that is desperately overlooked by most owners and service providers. Stop spending the marketing dollars to attract NEW clients, when you can work smarter (and keep all those marketing dollars) by pre-booking the clients you already have. And we don't want to hear about client excuses. Spend an afternoon writing a script on how to position the importance of pre-booking, and watch your retention rates soar!


3. Base service provider compensation on their ability to retain clients.
   • Reward improving and excellent retention rates with a raise, bonus, prize, etc.
   • Address poor and declining stylist retention rates quickly. Coach, train, mentor, etc., until rates improve within a specified time frame. Release the employee if there is no improvement.


4. Assemble a basic assortment of marketing promotions to support retention.
   • Develop programs aimed at first-time clients to get them back for a second visit. “Thank You” cards/e-mails, second visit discount cards/e-mails, haircut and massage club cards and other simple programs that encourage repeat visits. With the wealth of automated e-mail providers available these days (Demandforce, Aweber, Constant Contact, Infusionsoft, etc.) there is no excuse for skipping this step. Program it once and it's done!
   • Use call-back or e-mail campaigns to find out why first-time clients did not return.


5. Profile and guide new client traffic.
   • Match new clients with those stylists best suited to retain them based on skill level, personality and personal profile.


6. Relentlessly communicate the goals with your team.
   • Evaluate and review each service provider's retention rates every month.
   • Review retention goals during your daily huddles and weekly meetings.
   • Post monthly retention rates in the dispensary. This will reinforce your resolve to improve retention and encourage stylists to reach for the best overall retention rate. They can't play the game if they don't know the score!


7. Develop a marketing program to introduce clients to other qualified stylists.
   • Print and mail an announcement card to your client list introducing your “total salon concept” that places the skills of the entire salon at the disposal of each client. You want clients to get comfortable with the idea that they can switch stylists within the salon.


8. Perfect the teamwork concept.
   • Every staff member should be working to achieve the salon’s goals.
   • Set up team projects, retention evaluation committees, first-time client programs and other team-based efforts.


9. Assemble a target list of real and potential retention problems at your salon/spa.
   • Examine every major and minor detail of your operation; parking, music, cleanliness, retail displays, reception area, website, telephone answering techniques, signage, etc..
   • Evaluate the skill level of each provider in each service category. If a service provider has a bad retention track record with a particular service — prohibit them from doing those services until trained and certified.


10. Develop a client referral program that encourages retained clients to recommend your salon to friends, family and associates. We’ve seen salons and spas do very well with “send-a-friend” referrals and two-for-one promotions that are either simple cards that stylists hand out to clients, or automated e-mails that are sent out to pre-defined groups of clients.


11. Make the commitment to develop your retention program and stick with it.
    • Don’t try to accomplish everything too quickly. Develop your program and fine tune it as you gain control and master retention skills.
    • Don’t leave retention to chance.
    • Take the bull by the horns