How to make a client of a beauty salon permanent? Loyal customers: remember them and be special

Today's buyers are market-savvy people. They are demanding, knowledgeable, know their rights and know how to choose without forgiving mistakes. In these conditions, companies have to hunt for regular customers.

You will learn:

What types of regular customers are divided into.
How and where to look for regular customers.
How to work with regular customers.
What promotions and discounts can be applied to regular customers.

What is the importance of regular customers for a beauty salon

The level of market competition is so great that in order to successfully survive, a beauty enterprise needs not so much to satisfy the needs of new visitors as to retain regular customers.

It is very profitable for a beauty salon to work on repeat sales and to tie customers to itself.

Interestingly, many beauty salon employees and managers believe that their customers will decide when to come. But this is far from the case. If you think about it, we ourselves rarely make completely isolated and independent decisions - it's easier for everyone to follow someone else's example or recommendations, to get a "sign from above."

There is more than one solid thing in having regular customers. advantage:

a long-term relationship between a visitor and a beauty salon master reduces consumer fears about different procedures;
the closer we get to know a regular client, the more we find out about his needs and the better offer we can make to him;
In addition to increasing income per client, regular visitors, who are advocates of the brand, increase the influx of new visitors to the beauty salon through their recommendations.

Seasonality in a beauty salon: what to do during a period of decline in activity

What are regular customers

Among the visitors to the beauty industry there are four main types:

autonomous;
friendly;
expansive;
indecisive.

Of course, there are no pure types, each person can combine certain traits from the listed characters.

Autonomous.

Despite the fact that autonomous companies can be regular customers of the company, they are unlikely to be able to build a close relationship with them. These are people who do not make personal contact and leave all their interactions with the salon employees in the formal plane. At best, they will allow professionals to communicate within social roles such as “master” and “his client”. Autonomous visitors are not those who simply did not get through, they are even regular customers who are simply more comfortable in this interaction format. It is important not to “torture” such people with persistent attempts to build communication.

The role of an autonomous client can be assumed by a novice who simply does not yet know the specialists of a beauty salon and therefore cannot fully trust them. Temporarily autonomous can also become quite sociable regular customers who are temporarily closed due to any life situations (for example, due to fatigue or difficulties at work). Interestingly, some people can consciously choose the model of behavior of an autonomous visitor (for example, to maintain social status).

Friendly.

This group has a large number of regular customers. For them, the boundaries of social roles are gradually blurring, and they come to the employees of the beauty salon at the same time as friends or psychotherapists. These visitors talk about their life, work, plans, easily get in touch and share information with the master, which allows them to create unique offers for them that will be purchased with an extremely high degree of probability. Friendly clients, having established strong relationships with the salon specialists, trust their opinion and easily agree to additional services and new procedures.

Of course, friendly repeat customers are a welcome group of visitors. But there are several serious pitfalls in working with them: these people, as a rule, are not attached to the salon, but to the master. Therefore, it is very important to prevent personal calls to an employee, non-working moments like smoke breaks, and attempts to dictate their terms. Tell the client that this is prohibited by the regulations.

Regular clients who have friendly relations with the master can cause trouble for the specialist himself, not understanding where informal communication ends and the work of a beauty salon begins. Because of this, they can contact the master in his personal time and, for example, ask to write them down at a convenient moment.

Expansive.

This is the client that always attracts a lot of attention. He appears quickly, noisy, very active and overly emotional. His mood changes very quickly, and there is a risk of falling under the distribution if he is turned on. Loyal customers of this type can demand special attention and become very tiring. They talk a lot and are prone to categorical statements.

Expansive visitors to beauty salons are often so hyperactive that they begin to suppress the master, violate his boundaries, twitch and distract specialists from work.

Indecisive.

In this group, as a rule, there are people who are not too confident in themselves and who doubt everything. Even if these are regular customers of the company, as a rule, they will not make decisions because they cannot understand what they want. These visitors will ask to advise them something, decide for them, repeat something already well known.

At first glance, it is very easy to work with them - do what you want, because the client himself is not able to decide what he needs. But here there is a serious risk of being a victim of manipulation - shifting the responsibility for the decision to the master, the indecisive person begins to control him.

How to find regular customers for your beauty salon

How many people do you think can be in your beauty salon? How many regular customers can there be? In theory, anyone in the area where your business is located is a potential customer. Or not?

Your customers (and ideally, regular customers) are that social group of people who take an active interest in the company or purchase your services. It is important not to confuse the desire to attract all people in general and to attract only the target audience of the enterprise. Attempts to convert all residents of the area into their buyers will be a waste of money. Imagine how ridiculous it would be for a Mercedes-Benz salon to attract all the passers-by. In order to build a base of visitors who will become valuable regular customers of the company, the salon should work on a marketing strategy aimed at visiting the business only by representatives of your target audience. Only this segment will lead to the formation of an effective base of regular customers.

Define your target audience and create a "portrait" of your client

To move away from spreading your marketing activities to everyone (everyone who has hair, nails, who may need depilation or peeling), you need to describe the portrait of your customer as accurately and in detail as possible. The surest way is to analyze the already formed base of regular customers. In the process, select demographic, geographic, financial parameters, formulate what they do, are interested in and how your visitors live.

The more additional information you collect about your customers, the better you will understand what affects them, how you can attract them to a beauty salon, how to keep them, how and what to sell them, and what methods can be used to avoid conflicts with customers.

Think about whether you are quite satisfied with the current segment of visitors, whether there is some subgroup in the target audience that you want to bring to the salon.

The collected data will help to structure the work with regular customers that you will give the maximum level of service to your visitors.

It also affects the list of services provided and the choice of channels for placing an advertising campaign. At the same time, it should be understood that insufficient acquaintance with your target audience can lead to the publication of advertising messages where it is impossible to meet potential clients of the salon, and this means a waste of funds.

Mandatory demographic characteristics that you should define in your regular customers:

age;
financial position;
marital status;
presence / absence of children, etc.

A demographic description of the target audience can be drawn up not only on the basis of the data collected by the administrator, but also through a questionnaire.

The questionnaire can be divided into several stages and for the first time it can be asked by visitors only 5 simple questions, and during further contacts ask regular customers to fill out the questionnaire to the end.

Here are the questions worth asking again.

What's your gender?
Your age?
Place of work, position or monthly income?
Family status?
Do you have any children?
Place of residence?
What products and services do you lack in our beauty salon?

A customer demographic analysis is one of many options. In the description of the client, you can include a description of his lifestyle: what are your customers hobbies about, where they rest, where they go, what is important to them, etc.

To reiterate, the maximum understanding of your target audience will help you create the most effective strategy for attracting them to the salon.

Where to look for new clients who will become permanent

So, we went through the stage of target audience analysis, made an avatar of an ideal client or formulated a detailed portrait of existing visitors, decided who we want to see in the salon. We even have a good advertisement ready that falls into the values of the target audience. But for some reason, the number of new visitors does not increase.

The essence of the problem most likely lies in the fact that the advertising message was sent through the wrong channel and did not reach your potential regular customers. It does not spin where the life of the target audience of a beauty salon goes, and simply destroys the advertising budget.

Site

Nowadays, the site is a mandatory point of contact with customers, a company without an official site looks frivolous. Although it is not at all necessary that it be a large and constantly evolving portal with a million-strong subscriber base and regular customers. You can often get by with a stylish minimalistic business card with services, contacts and a price list of the salon. You can supplement the page with photos of the interior and the portfolio of the company's craftsmen.

Word of mouth

In the first place in terms of the level of trust in the advertising channel, the recommendations of loved ones have always been and remain. Successful masters and beauty salons have been using this tool for a long time. For example, they ask regular customers to recommend their services to friends. And there is no need to think that this channel of information cannot be controlled. Just take action and see how effectively your visitors are spreading beauty salon advertisements in their environment. After all, there is no woman who would not show her friends a very successful manicure and advise them to go to a cozy place with good service.

Forums

You can find regular customers and fans of your services on specialized forums, as this is a channel that concentrates people interested in something - dog training, embroidery, swimming, fashion, personal care, etc. Use forums to find like-minded people, new friends and new clients.

Social networks

Now the most popular social networks are Vkontakte, Instagram, Facebook, Twitter and Odnoklassniki. These are valuable advertising channels where you can disseminate information about a salon or a master, as well as photographs of his work for free. Many professionals use social media as their main tool for finding regular customers.

Blog

It is now quite easy to organize a personal blog on the web. Make it useful for your target audience by posting tips on hair care, articles on manicure, the choice of varnishes, types of cosmetic procedures and home life hacks. Since a personal blog can attract regular customers, include the contact details of the beauty salon in a prominent place so that they have time to become familiar to readers.

Client memo

Of course, the memo for the visitor also carries a purely practical meaning - it provides useful information and explains how to properly handle skin, nails, hair after the procedure so as not to destroy the results of the master's work.

But the memo can include not only household tips, but also recommendations on the frequency of visits to the beauty salon. For example, you can specify how regularly you need to carry out the procedure for strengthening nails according to the "maximum" program and the "minimum" program. When working with regular customers, you can use a calendar in which the approximate dates of visits to the beauty salon should be marked for the timely repetition of the desired procedure. By the way, this information can be taken from the database, where all previous sessions for this customer are marked.

Update the memo at least every six months, distribute it among all visitors, even among regular customers who have been using your services for several years. This will not only be a reminder of your company, but also an unusual advertising channel used by 0.01% of all masters, which allows them to stand out from the crowd.

Business card

It is simply strange to work without a business card, as well as without a website - this is an obligatory component of the marketing communication of any business. But the business card is not the same. It is important to objectively evaluate your card: take it in your hands and see if it will help in attracting customers? Does it have all your contact details? Is the text on the business card laconic, but provides comprehensive information about what your company does? Answers in the affirmative to these three questions give you a "satisfactory" for your business card.

If there is a special offer on the card (for example, a discount to the bearer), then this is already a card for which you can put yourself “good”.

"Excellent" should be given to business cards that will be stored in the wallets of regular customers and which you simply do not want to throw away. If only because they are well-designed, and better - because they store useful or very important information (for example, a calendar for women or the date of the next visit to the salon).

Price list

Typically, the price list is required in paper and electronic formats. The vast majority of price lists are standard in appearance: the names of services are listed on the left side of the page, prices are on the right. To stand out from the crowd, it will be enough to have brief descriptions of the procedures, an interesting design of the sheet (for example, like a menu), adding photos that demonstrate what the visitor will receive after ordering the service. Indicate in the price list that such and such conditions apply for regular customers. Don't be limited to price tags and bans that look more like threats than attract new customers.

Customer exchange

Think about what other craftsmen and specialists your regular customers turn to. Maybe it's a fitness trainer, yoga instructor, nutritionist, epilation master? Find those whose client base matches the target audience of your salon, and negotiate a partnership: let them recommend your services to their customers, and you will send visitors to them. It is a simple and effective channel for finding new clients.

Advertising in print media

Newspapers and magazines still play their role in the market and, despite the proliferation of online editions, have their own audience. Try free and paid placement of ads and advertisements, analyze the effectiveness. As a rule, in small towns it is still a relevant channel for attracting regular customers.

Collaboration with other masters

It would seem that the exchange of customers with their direct competitors cannot be beneficial to the business. But there are conditions under which it can be a profitable move. Imagine that you have regular customers who sometimes would like to call a master at home or who simply find it difficult and far to travel to your salon. Such consumers can be transferred to other specialists, and from those, in turn, you can take away that part of the audience that for one reason or another does not suit these specialists (even if they simply did not agree in character). Several fellow competitors can bring tangible benefits to your salon.

Exhibitions

Never miss a trade show in the beauty industry. There you will meet many potential partners and future regular customers in one place at once. It's a proven way to make your salon big. The main thing is to prepare high-quality self-advertising, stock up on handouts and great business cards, demonstrate your skills and attract as much attention to yourself as possible.

Self-promotion

We all know the saying "a shoemaker without boots." So: try not to say this about you or your employees. A manicure master without beautiful and well-groomed nails looks very strange. If regular customers could forgive such an oversight, then this will tell newcomers only about the unprofessionalism of the person who is in front of them. A quality manicure can also attract the attention of people looking for their master outside the beauty salon. The main thing is to give them a business card on time.

ads

Classic mass posting of ads is a waste of time and money, because it requires a lot of work, but almost no result. To use ads as an advertising channel, find message boards in places where your target audience lives, rests and works. This will not only allow you to attract the attention of the right people, but also ensure that the advertisement hangs longer than a few minutes, unlike the board at the entrance.

Chips

Review your list of services and determine what you offer or can offer that beauty salons that are in the same area or in the city generally do not have. Find the very advantage in your unique offer that will help you attract new visitors and acquire loyal customers. It's quite difficult to come up with a trick, but you can always turn on your imagination and use the experience of other professional areas. Maybe this is a special guarantee for the result of the procedure? Or fast provision of a service? Four-handed pedicure and manicure in an hour and a half? Face mask while covering your nails with gel polish? Children's area? Male office? Try to come up with something that will build your uniqueness.

Special conditions for clients' friends

Don't forget to launch promotions for repeat customers, as they can help grow your customer base. We all have hundreds of friends, every day we are in contact with dozens of people, so there are always at least 5–10 people among them who will also benefit from the services of a beauty salon.

For this group of friends of your customers, it is worth preparing special offers: for example, a winter SPA treatment with a 20% discount for both regular visitors and their friends. The promotion should always give a bonus to both the one who brings the client and the one who comes to you for the first time - both parties in this situation are interested in visiting a beauty salon. Pay special attention to those clients who often recommend you, bring a lot of people and have a large social circle.

Test Drive

It is useful to use the experience of other spheres of business for advertising: when selling cars, showrooms offer a test drive and the opportunity to drive a car you like, in clothing stores we are given a chance to try on things and see how they sit. Taking an example from these techniques, we can offer regular customers to try part of a procedure for free. For example, if you decide to increase the number of orders for coating nails with gel polish, why not offer to cover one nail with gel during a manicure, and all the rest - with ordinary varnish of the same color? After a few days, any woman will notice a significant difference when the simple varnish begins to chip and peel off, and the strengthening coating still looks like new.

Service

Always remember that a satisfied customer will bring two, and a dissatisfied customer will take ten away. To avoid the latter, keep an eye on the level of service. Good service sometimes turns out to be even more important than the professionalism of the salon masters. A person satisfied with the service will become a regular customer of the company, and disappointed even by the administrator's rude intonation during a telephone conversation will share negative emotions with so many people that can not only reduce your customer base, but also seriously undermine the reputation of the salon.

In no case should the level of service change depending on whether a customer comes to you often or appears for the first time, whether he purchases solid service packages or makes the cheapest procedure. Each client wants to feel special, and no one likes to feel neglected by the staff, who seem to be evaluating you according to your wallet. It's all in the details. Offer newbies and regular customers more than just tea or coffee, but several varieties to choose from, or a mug of hot chocolate on a cloudy day. Make sure you have diabetic cookies or sweeteners for those who cannot have sweets, but really want; prepare new and varied magazines in the waiting area.

No beauty salon and no specialist can stay afloat without clients. Therefore, the main efforts should be directed not even to attracting buyers, but to repeat sales and ways to acquire regular customers. Your salon will not be able to make the first impression on a person twice, so be as attentive as possible to visitors even at the very first contact and make sure that the service in the company is always at its best.

Client base

A well-maintained detailed customer base is not only an administrative and financial accounting tool, but also a way to increase a company's revenues. In fact, finding new customers is always more expensive and yields lower results than working with regular customers and organizing repeat sales. Analyze the database, pay attention to the preferences of visitors and the frequency of the procedures they do, prepare personalized offers.

Phone calls

Calling by phone instead of a letter or SMS reminder will be more effective due to personal character and individual approach. If the client has not been seen in your salon for a long time, then call to congratulate him on the holidays, ask how he is doing, offer a gift for his birthday or New Year. Moreover, this kind of communication can lead to closer relationships with people and will be useful in the future.

It is strange that many craftsmen do not use this channel to maintain relationships with regular customers, because it does not even require financial investments.

Combine this method with what is indicated in the paragraph "Collaborate with other masters". If your visitor has changed his place of residence and stopped going for a manicure to you, then why not recommend him an experienced master near your home?

Beauty salon website as the best tool for attracting customers

What should be done with clients of a beauty salon

To understand how high-quality service you have in your company, analyze how many new customers you attracted over the last year and how much it cost, and then calculate the proportion of those who managed to keep as regular customers and motivate them to repeat purchases. ... If there are too few secondary customers in comparison with primary customers, then this indicates that the level of service in the salon is far from perfect.

In order to retain visitors, it is important to constantly work on the service, and this requires an ongoing analysis of customer satisfaction and their claims, as well as improvement of the loyalty programs. But remember that collecting feedback is not the same as improving service; visitor profiles should not go to the table, and you should not ignore their comments.

A high level of visitor satisfaction will only be permanent if several conditions are met.

The company must clearly and unambiguously formulate work quality standards.
Each employee must have a stake in adhering to these standards.
The requirements for the level of service must be known and understood by absolutely all employees of the beauty salon.
For clients, questionnaires and questionnaires should always be ready, which, after filling out, are analyzed by the management team of the company.
The salon administrator is obliged to collect feedback from visitors.

In large firms, customer service departments are opened and a staff unit is allocated for processing complaints and resolving conflicts. This is a specialist who solves the problems of casual visitors and regular customers, receives calls and letters, collects complaints and fills out questionnaires.

Beauty salons, as a rule, do not have such opportunities, therefore it is necessary that the fight against customer dissatisfaction is a common matter, and all employees, from the administrator to the craftsmen, collect feedback. But it is up to the manager to analyze the data obtained and make decisions to improve the quality of service and prevent conflicts.

Satisfaction scores also help to design the most attractive loyalty programs, which usually include certain bonuses.

Favorite customer card

Issuing discount cards to your visitors is a proven and reliable way to motivate repeat purchases. Moreover: the system of discounts stimulates the purchase of the maximum number of goods and procedures at a time - it increases the number of positions in the check.

Several systems of discounts for regular customers of the salon:

one-time - a small discount (usually up to 5%) is provided once and for one service;
basic discount - up to 10% when purchasing a whole course of procedures;
discounts on promotions - rather large discounts, 10, 15 or 20% (for example, during seasonal events);
discount on a subscription - often used when selling subscriptions to a solarium and varies from 5 to 15%;
cumulative - a discount provided with a special card. The card is issued after the client has spent a certain amount for some time, the amount of which depends on the capabilities of the salon and the profitability of the promotion. Usually cards are divided into the following levels:
- bronze client 5-7%,
- silver client 7-10%,
- gold client 10-15%,
- platinum customer 20-25%.

Loyal customer cards can be issued with the right of transfer, or they can be registered as personal cards and work for only one visitor of the salon. Cards can be issued indefinitely, or they can be announced that they have an expiration date. The main thing is to explain all the conditions to your client.

Company birthday

Do not leave this date unattended and do not make it an empty formality - use the marketing potential of the holiday and make it not only corporate, but also interesting for your customers. Prepare a presentation, gifts and surprises, promotions, discounts, sweepstakes, new loyalty cards. On the birthday of the salon, you can demonstrate new services and products, hold contests and motivate customers to sign up for the future.

Customers' birthdays

Do not ignore the personal holidays of your visitors, because they are the ones for whom your business was created and those who bring you money. If possible, supplement your database with the dates of birth of each beauty salon client. Prepare brand surprises, souvenirs and useful gifts for them, call and congratulate, offer to come and receive their gift. Firstly, if a regular customer purchased services for at least 5-7 thousand, he obviously already paid for a small gift. Secondly, having come for him, a person will visit the salon once again and can buy some other procedure. Third, it will definitely increase visitor loyalty.

Deposit

This is a great business find. Give your customers the option to deposit. What does it mean? A person can leave a certain amount on the deposit in the salon, from which payment for services rendered to him will be deducted. This simplifies the client's life, makes him unambiguously return to the procedures for you, and also increases the level of trust in the salon and sets the company apart from those that do not use this feature.

Credit

These are bonuses for regular customers, relations with which have been tested by time. If you are not in doubt about your buyer and his solvency, then you can offer him procedures on credit.

Decrease in prices for goods and services

Basically, the price motivation is expressed precisely in the cost reduction, which increases the demand for the proposed procedures. But pricing methods don't work for long periods of time and can hurt the margins of your products and services. If you are going to lower prices, analyze the consequences and evaluate how quickly your competitors can follow you, taking their share of buyers.

Reducing the price is justified only if it leads to a significant increase in sales in the salon. Please note that the profit from promotional sales does not always exceed your costs, which means that it does not always make sense. At the same time, one more pitfall remains in the whole situation: you can easily give customers reduced prices, but how do you explain to them the subsequent increase?

Reservation

A service for regular customers can be booking Is an upscale approach for working with customers who are already well-connected to know when they'll be back in the salon. The essence of the service is to assign a certain time of the procedure to the client for six months or a year in advance, which is convenient for him. This saves the visitor from having to rewrite each time and look for a window in the schedule of a beauty salon. Of course, there is a risk of losing money if the client does not come and you cannot find another buyer at the same time. On the other hand, booking makes the visitor stand out from the crowd, demonstrates your trust in him and how valuable he is to your business.

Loyal customer cards

You shouldn't give out discount cards to your visitors without knowing anything about them. Analyze your customer base carefully. Create a dossier for each cardholder, in which the staff must enter the maximum amount of personal information: last name, first name and patronymic, interests, any services, frequency of visits, habits. The master should be able to find out this information at the reception in order to find the best approach to a regular client. People who visit the salon for the first time should also be included in your database. And your employees should know as much as possible about VIP clients, down to their musical preferences, favorite scents and procedures that these people are interested in. This personalized approach cannot be ignored by visitors, and the information collected will allow you to improve your newsletters and special offers.

Present

Holidays are the most active and profitable time for beauty salons. On the eve of such holidays as the New Year or March 8, the offices of cosmetologists, nail service masters and hairdressers are overcrowded, many visitors have to be turned down due to the absolute workload of specialists. But you should not leave your regular customers unattended because of this. Give them gifts, flowers, souvenirs, branded products, discounts and all kinds of bonuses.

Be sure to find out in advance if your visitors have children and prepare surprises for them (for example, for Children's Day). It will be a very pleasant gesture for clients and will definitely be remembered as a unique approach to working with people.

Nowadays, not a single serious beauty salon can do without its own small store with branded products or with goods chosen by the company's specialists. This eliminates the need for visitors to spend time on the selection of cosmetics, and allows businesses to earn money on upselling.

The same tool can be used to sell gifts to save loyal customers time looking for a must-have set of souvenirs and useful things that need to be presented to loved ones on the holidays. Prepare gifts for children, men and women. Analyze your customer base and find what will come in handy in your store's assortment: quality jewelry or stylish ties, accessories or specialty literature. Choose something that will not spoil the image of the salon. To present the goods in a favorable light, decorate your small shop next to the reception desk in a corporate style, or organize a corner where the offer of gifts for different holidays will be updated.

Of course, there are many different bonuses that can be offered to visitors, but the loyalty program must take into account other important ingredients.

Service level, which is influenced by many points.

Qualification of salon specialists. This is an extremely important point. The professional level of the masters must not only be high at the start, but must constantly improve. Your employees must keep up with the times, regularly attend refresher courses and master classes. It is in this case that you will be able not only to fulfill your obligations to clients, but also to offer them new methods of satisfying their requests and modern procedures.
The quality of consumables. All cosmetics and all preparations used in the salon must be tested and effective. If you are not a thousand percent sure about something, do not take it to work with visitors, otherwise, if the result does not satisfy the person who underwent the procedure, you will definitely not be able to find a regular client in his person. It is possible that, having saved a thousand rubles on any tool, you will lose tens of thousands due to an insufficiently good effect.
The quality and level of equipment. Any device and any item in your salon exists only for the convenience of the client. And if the client is uncomfortable, unpleasant and uncomfortable, then you did something wrong. Furniture should be beautiful, comfortable and functional, and the equipment should be modern and work without failures. Do not try to save money on the comfort of visitors, their mood in the salon affects the number of regular customers.

Salon reorganization

In order to keep up with the times and competitors, every 4-5 years should be carried out reorganization. This can be a major overhaul, replacement of equipment, change in the assortment and cosmetic line, as well as reforming the concept of a beauty salon. Without this, you will not be able to retain your customers for a long time, you will not be able to interest them again and again, and you will not reflect the next blow of market competition. Follow new business ideas (and not only in the beauty industry), new players in the market, technology development and manage to implement it in your work.

Work with personnel

No amount of tricks and bonus programs will help you retain regular customers if the communication of employees with them is not up to par. It is the staff that is the face of the company, and it is the communication with the administrator or foreman that determines the visitor's attitude to the company. Develop standards of conduct for employees, maintain etiquette, house rules and communication rules.

Make your employees aware of the fact that regular clients in a beauty salon need not only manicure or peeling - they need a good mood and a pleasant rest. Let the crafters and administrators immediately build warm and lasting relationships with customers so that they gradually change their status from a visitor to a beloved customer.

Personnel should listen carefully to the opinions of salon customers, note all their comments about competitors, new procedures and products, as well as about fashion for something. The information received should be passed on to the administration and all claims, wishes and ideas should be discussed with the whole team in order to find ideal solutions that will delight regular customers of the company. Employees should collect feedback and, during subsequent visits to the salon, take into account the expressed wishes or complaints, as quickly as possible to introduce ideas into work. If a person sees that his opinion is being listened to, and his reasonable requirements are met, he is unlikely to leave the ranks of the regulars of the organization with such a service.

Conflicts must be extinguished in the bud. Such behavior of an employee that can lead to a disputable situation is unacceptable. If the initiator is the client, then the primary task of the staff is to resolve the problem and satisfy the desires of the visitor. In the event that this turns out to be impossible, information about the conflict should be immediately transferred to the administration and management staff.

And even this is far from an exhaustive list of activities aimed at attracting regular customers to the salon. But the main thing in it is that all service standards, corporate culture and rules of conduct for company employees must be regulated and fixed.

How to introduce new services in a beauty salon as efficiently and profitably as possible

Practice experience

Bring a friend and get 2 weeks to the subscription

Maria Kolachevskaya,

Service Director of the "Territory of Fitness" club chain, Moscow

Our network has been operating for five years already, and during this time we, of course, have gained regular customers. According to the company's requirements, out of 100 contracts that have expired, at least 40 must be renegotiated in the next month (these are the indicators that we expect from clubs that have been operating for more than a year). To fulfill the plan, we have a loyal customer program.

Status upgrade for results. There are several types of cards for visitors to our centers: steel, bronze, silver, gold. A higher card status can be obtained only after a certain number of visits or after passing the TRP standards that we have developed in the company. Four times a year, we organize competitions during which you can pass for the standard: clients run, pull up, jump in length, pass the bench press and do a set of exercises for flexibility. Those who show results above a certain level receive a new status. This gives them a new discount for a regular customer, a higher status card, gifts and a new contract. It is not easy to fulfill the TRP norms determined by our company, but it is possible. For example, in the fall of 2015, 500 members of the club (adults, children and company employees) were handed over to a new status. Even the director of the network passed the standards.

Thanks for the recommendations. This is a very simple move: for each client brought to a club member, we add at least two weeks to the membership for free. And a couple of times a year the promotion allows you to get even more time in the club due to the larger number of friends you refer.

Determination discounts. The sooner a loyal customer makes a decision to renew his membership, the better. Therefore, the amount of the discount is determined by how long before the expiration of the contract the card is purchased.

Result. All these activities lead to the fact that in clubs operating in the first year, we have 40% of renewable contracts, and in clubs that have been open for more than two years - almost 50% of renewals. Moreover, according to statistics, in some parts of the network, half of the contracts are concluded on the recommendation of full members of the club.

Promotions and system of discounts for regular clients of the beauty salon

Let's think about what kind of promotions the salon can organize?

Demonstration of a new procedure or service (manicure, haircut, styling, pedicure) in the format of a model show. This is both PR for the company and entertainment for visitors. At the same time, the show helps to earn word of mouth.
Bonus programs, promotions for visitors, repeated monthly or quarterly.
Partner exchange of clients with companies that work in a related field or are located nearby. Loyalty programs can also be calculated on bonuses from partner firms.
Internet consultations. This service works to attract new customers and increases the status of the salon.
Gift marketing (branded souvenirs, branded products).
Innovative technologies and equipment in the salon, the most modern and original services, such as a haircut by fire, are a spectacular and non-standard procedure.
TV or radio show about salon procedures and beauty. For such events, an expert practitioner is involved, answering questions from the public and giving lectures on various topics.
SMS and email newsletters. It can be either thematic useful series of letters or sales chains. Letters edited in accordance with the interests and characteristics of your regular customers will be effective.
Free distribution of product samples (or sampling).
Master classes for visitors. Useful and practical advice that can make your shoppers' lives easier. For example, seasonal lectures on how to save yourself from vitamin deficiency in spring or autumn, how to protect your skin from the sun, and how best to care for your hair in winter.
Open days and presentations are a way to showcase the latest beauty salon products, announce to customers what technologies will be used and what procedures will enrich your offer.
Design, development and promotion of the official website.

The listed events will help not only attract new visitors, but also acquire regular customers, develop relationships with the existing customer base. All this affects the status of the salon, its fame, image and, of course, sales. The main thing is to be patient and not stop working on improving your enterprise.

Types of clients of a beauty salon and the nuances of working with them

How to hold a promotion in a beauty salon for regular customers

Define your target audience clearly and find a partner.

If you have planned to hold any action in the salon, then the first step is to determine the target audience of the event. Taking into account the characteristics of the chosen target audience, you need to find the most suitable partner working for approximately the same group of people. Equal partnerships during the promotion lead to a win-win situation and bring the greatest benefit to all parties.

Formulate the theme of the action for the regular customers of the beauty salon.

After determining the partner for the event, you should clarify the list of holidays that will suit both organizers thematically. For example, a salon cooperating with a jewelry boutique is holding the action "The skin is as clean as a diamond!" and launches a diamond cleaning service with a significant discount.

It is best if promotions last about a month and end with a culminating event, for which the organizers prepare clients. Such a finale may be the presentation of a line of peels or a new apparatus for cleansing the skin of the face, or an exhibition of jewelry.

Inform your target audience about the promotion.

Nothing will work and the promotion for regular customers will not bear fruit if you do not notify as many visitors as possible about what you are holding. As a rule, it takes a month to disseminate information. All employees should be notified of the upcoming event, there should be noticeable entries on the website, the salon administrator's desk. It is better to send mail and sms, as well as launch an advertising campaign, for example, on television (if this channel leads to your target audience).

The culmination of the action.

By this stage, everything should be carefully planned. You should describe the roles of employees throughout the event scenario: who is responsible for the decoration, for meeting guests, for experts, models, etc. It is best to draw up an individual list of tasks for each employee of the beauty salon. Your holiday should be interesting and attractive for regular customers and newcomers, which means it is worth enlisting the support of real experts and masters of their craft. The higher the status of the invited "stars", the more chances that visitors will bring potential customers with them.

It is believed that large-scale events are more convenient to hold at the end of the month.

Analyze the results of the action and summarize.

Write down all the successful and failed moves during the action, record the experience gained: what did you do, how, why, what results did it lead to? Save all the formats you've tried and written scripts - they'll come in handy in the future, even if they didn't work.

System of discounts for regular clients of a beauty salon

Justification of a new bonus system requires an understanding of what discounts are in general and for what purpose they are used.

There is such a thing as "good taste discounts" - they are used by most types of businesses. These are discounts such as:

promotions on the opening day of the beauty salon (valid from one day to one month);
discount for a regular client on his birthday (for one or several procedures, for one or several days before and after the holiday).

Other standard options for discounts in salons:

seasonal - they are used in those periods when the flow of customers is usually falling and revenue is decreasing. You should not give discounts on classic hairdressing services (haircuts and dyeing), since visitors will still come for these procedures;
advertising - encourage you to enter your new salon, order a new procedure, sign up for a new master;
apologetic - a way to apologize to a client who was inconvenienced by the salon (for example, the master was late or there was a nuisance during the procedure due to the fault of the company);
discounts for regular customers - work to increase the loyalty of visitors in relation to the salon.

Bonus systems, promotions and other marketing moves help to achieve various valuable results:

increase the company's client base;
tie visitors to the salon and transfer them to the category of regular customers;
to update the trading range by removing stale products from the warehouse;
increase the company's turnover (for example, through an upsell, during which additional products are offered at a special price or with a fixed discount).

However, do not overdo it with discounts on your services. Promotions with discounts should be a justified move and pursue one of the goals: to sell off leftover products, to promote a service unfamiliar to customers, to remove expiring goods from warehouses. Otherwise, the discount will only bring losses, and not increase profits.

Complaint about a beauty salon: how to react and what actions to take

How to calculate a discount

After you have found the justification for launching discounts for regular customers, you need to calculate the profitability of the event.

To calculate the minimum and maximum possible discounts, determine the amount that the salon needs to receive in order to recoup the costs. This amount includes: the cost of consumables, the work of a master and administrator, fixed payments to the organization (utility bills, taxes, rent, security, communications, etc.). The rest is your income. The discount is issued by reducing the profitability of the procedure or product. Decide how much you are willing to cut from profits to complete the task.

Correct approaches to discounts

It is believed that the maximum allowable discount in a serious salon that brings a stable income is 25% of the cost. Use this bonus as little as possible. Even the closest friends and regular customers should not be given more than 20% discounts.

The most commonly used discounts are 5, 10 and 15%, but they should not be given out thoughtlessly either. First, you need to estimate what you will get in the balance and why you need to make a share. Imagine a situation: a lot of unsold shampoos and conditioners have accumulated in the warehouse, where the purchase price of the latter was the sum of 300 rubles, and you made only 30% mark-up on them. You decide to make the following offer to your customers: "Buy a shampoo and get a conditioner with a 30% discount!" Great, you think, we will sell the batch at the purchase price and unload the warehouses. However, at the end of the action, it is discovered that they have gone into negative territory. Because they missed a little mathematical clarification.

You made a mark-up for air conditioners in the amount of 30% of their purchase value, that is, from 300 rubles, and you received a price tag of 390 rubles. But a thirty percent discount was announced already on the retail price, that is, they took away 30% of 390 and received air conditioners sold at 273 rubles. a piece.

So, as a result of this promotion for regular customers, you will not have to rejoice in income and the problem of overstocking in warehouses, but to cover the shortfall from the profit received - 27 rubles for each bottle. Look at it from the other side: you not only gave the customers something, but also paid extra from your budget for them to take this gift.

So count everything carefully before giving discounts.

Who pays for discounts

It would be logical if discounts were issued at the expense of the company's budget, and not the earnings of the craftsmen. After all, the latter still do their job and, in theory, their salary should not decrease. However, in fact, it is from the staff's income that discounts are deducted: if a specialist received 40% for a manicure for 500 rubles, and then the company announced discounts to regular customers, then the master will receive his share from the promotional cost of the procedure, for example, from 400 rubles. And this is noticeably hitting the pocket.

Therefore, it is extremely important to negotiate with the staff. Deliver to the specialists the idea that, of course, during the campaign, the income from each individual service will decrease, and not only for them, but also for the beauty salon in general, but the main thing is that the discounts will not last long, and in the process the company will be able to attract new customers, who will return.

Information about experts

Bruno Leproux, General Director of Yves Rocher Vostok, Moscow. "Yves Rocher East". Business profile: production and sale of cosmetics, beauty salon services. Organization form: LLC. Territory: about 220 boutiques and 30 beauty salons in 90 cities of Russia. Number of personnel: about 900. Number of purchases per year: about 6 million. Number of regular customers: about 2 million. Length of service as General Director: since 2007. Participation of the General Director in business: hired manager.

Maria Kolachevskaya, Service Director of the “Territory of Fitness” club chain, Moscow. GC "Territory of Fitness". Field of activity: a network of fitness clubs. Number of personnel: more than 100. Territory: Moscow, Balashikha, Samara and Cheboksary. Turnover of the company: 500 million rubles. (in 2014).

What does every salesperson strive for? So that customers buy not only more, but more often. And also so that they choose you among dozens of competitors, return to your store over and over again, turn a blind eye to minor flaws and bring friends with them. All this can be summed up in just one word - loyalty. But how do you achieve customer loyalty and how to maintain it? Two secrets in our article.

Customer loyalty is a multifaceted system of positive customer relationships with your store. It can be weak or strong, and its intensity depends a lot on the seller.

There are two main rules for achieving loyalty:

Rule one - "do not take away the important"

Each consumer in one way or another has two of the most important types of resources: material and temporary. The top manager of a large company will never have enough time, and a low-skilled worker will never have enough money. It is important for one to shop quickly, for the second - cheap. The main desire of any consumer is to acquire what is necessary with the least loss of valuable resources for him.

If your company has mastered the ability to conserve the valuable resources of its customers, then half of its success is guaranteed. This does not mean at all that you need to trade according to the principle "faster, easier, cheaper", because the value of resources is different for different groups of consumers, which means that it is impossible to please everyone at once.

Give busy people a few extra minutes without having to wait in line. Take less money not from the rich, who will not notice your negligible discount for them, but from the poor, who really care about it. Don't force tired evening shoppers to search the store for the product they want. Do not annoy already emotionally irritated consumers with rudeness and inattention. Do not take away from buyers what is dear to them and their loyalty will not be long in coming.

Rule two - "give what is missing"

This is a logical continuation of the first rule, based on the same principle of valuable and missing resources of your consumer group. Have you ever wondered how additional emotional benefits can bring you closer to your customers, and how this will affect their loyalty?

The meat department workers may not know all the intricacies of preparing the perfect steak, but at least they should be able to tell the customer which meat to choose for frying and which is ideal for meat broth. Give elderly lonely people simple human attention and a minute of unnecessary communication, because this is a real gift for them.

True loyalty

It is important to remember that customer loyalty does not arise from a discount card at all. The right loyalty program is a special style of thinking of leaders and teams and a special culture of relationships with their customers. The loyalty of your customers begins, first of all, with yourself. Believe me, a cashier or a salesperson whose director ruined his mood in the morning is a direct threat to the loyalty of your customers and, accordingly, to your further financial success.

The actions of a great variety of techniques for turning a simple client into a permanent one can be schematically depicted in the form of a straight line. It goes from a single purchase decision to complete customer confidence in the product and the company as a whole ...

Of course, for a beauty salon and a draft beer store, the methods of building such a line will be different. But there are general rules that will guide the direction of action for any organization.
Understanding many important points makes psychologists indispensable assistants to marketers.

Any psychologist knows that the more interest and attention you pay to a person, the more he will be “grateful”. In personal relationships, gratitude can be expressed in additional concessions in disputes, and in business, new and frequent purchases.

The advice and guidance of the famous teacher, consultant to several thousand businessmen and politicians, Dale Carnegie rested on one simple truth: pay attention to a person, take an interest in him, raise one of the most important feelings for a modern personality - a sense of significance.

When you made a purchase, will you be pleased that letters come to your e-mail with questions about the quality of the purchased product, are there any claims, wishes for the product, what would you like to buy next time, a list of discounts for regular customers and much, much other.

When a customer is remembered even after a perfect purchase, everyone gets the impression that they are loved and appreciated. This, in turn, raises the company's rating.

The firm's interest in the customer does not always help to finally win his love.

The skeptical client demands more from the company! He wants to trust her! In response to this, the company can (should) offer only quality, quality and quality again. Selling a product to a client that does not meet expectations, you simply lose it.

Many people think that there are a lot of buyers, so the main task is to lure. This is a big misconception. In this case, a lot of funds need to be devoted to advertising the company, while regular customers only need to be reminded of the company.

Offer free samples, quality assurance and reviews from other buyers. These three points can immediately resolve the issue of customer confidence.

Still, now one-time sales remain more popular.

To work with regular customers, it is necessary to develop new complex strategies, additionally train employees, and much more. All this makes it difficult for the company to work, and it is easier for entrepreneurs to spend money on additional advertising.

However, the competition is growing, the struggle for the buyer is getting tougher, and soon they will not ignore this method of increasing the company's profits.

When looking for regular customers, the main thing to remember is the golden rule: they don't leave where it is good ...

As soon as you have your own Internet resource that will be targeted ...
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Today, every day, more and more private ...
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Find a client, earn his trust, agree on payment, and he will order 1 logo, commercial proposal or text about the company and disappear. She won't even say thank you. Or he will say, but something like "everything is cool, thank you!", And then leave forever.

Russian Railways, Gazprom and other reputable companies can make beautiful videos. The result is not needed there, you need to master the advertising budget by pinching a piece from it. But small businesses cannot throw money around. Advertising investment should pay off.

The best way to guarantee the end result is to work with the client until the result, before the sales. This is what I do:

I help to set a task based on real needs (text is not needed, orders, clients, money are needed);
I collect, create advertising material, working out an advertising idea, forming a USP and telling how to use it all;
I control the designer and layout designer so that everything is as I intended;
I prepare banners for advertising on the Web or set up advertising in YAN and AdWords on a turnkey basis;
I look at customer behavior, measure conversion and adjust the material to the best result.

The customer sees that the result of working with me is profit, in addition to advertising costs, that the investments are paid off. There are results and they can be measured in a specific amount of money. Who do you think the customer should contact when they need to sell something again?

Hand over the text NOT to the customer, but to the Client. Test ads, because this is the only way you will grow in the profession.

What if you do not do advertising, but build houses from a bar? It is useless to accompany the client, but you can come at the end of the warranty period and look at the condition of the house, take photos and take a review from the client “after 3 years”.

Result is more important than applause

If the results are in the form of profit, then you are not afraid of competitors. The hens that lay the golden eggs are not exchanged for regular layers, even if they are good.

Reminders that save contacts

Close communication with customers is the way to reorder. When I start working with a new person, I look closely at him, and if everything suits me, then I go for rapprochement, making maximum touches and leaving reminders about myself.

Reminders are:

maximum number of contacts through different communication channels (I write to the mail, in social networks, send SMS, call by phone, correspond in WhatsApp / Viber, call in Skype);
free checklists;
adding customer contacts;
business cards (in person);
letter signatures, headers and footers in word and docs.google.

This is necessary so that the client has the maximum number of activated ways to contact me. Have your phone stolen? Not a problem, you can pick up the correspondence, open a word document, watch Skype and find the copywriter who.

The full version of the order return form can be found in the article "". By the way, in docs.google, the form can also be made, it will not be superfluous.

Get closer to a client with whom you easily found a common language.

What else can you do?

You offer dozens of different services, but the client does not know about it. And he will not know! Because I came with a specific task: to make a logo, set up advertising in Yandex.Direct. He will not study your site and look for additional information in order to understand how you can still help him. There are several reasons.

People are different. One person thinks that a copywriter is a specialist who writes advertising TEXTS, another thinks that the texts are for websites, and the third is sure that the copywriter creates advertising slogans! The level of awareness among clients is different, as is the list.

If you do not tell us how you can be useful, the Client will not know about it.

After completing the task, I send the client a selling price list. This is a marketing document in PDF format. It indicates:

the services that I sell
benefits from these services (not longread, but promotion to the TOP, increasing the loyalty of site visitors, demonstrating expertise, selling through customization),
material cost,
10% discount and conditions for its receipt.

If the client was comfortable working with you, and he considers the task completed perfectly, then the price list will be in the subject. You will be ordered a few more services, and maybe the price list itself. There have been such things.

Customer and customer loyalty is hard to earn. This requires a lot of hard work. But this is not enough - you need to know how to retain the client, make him permanent and ensure that he comes back again and again.

Maintain consistent quality

Stability is a factor that invariably attracts customers. If they can be sure that they will always get exactly what they expect, they will definitely turn into regulars.

Example: wherever in the world you visit a McDonalds restaurant, the taste of a hamburger will be the same. It is the benchmark for standardization and consistent quality.

Help solve customer problems

If you help your customers to cope with a problem that concerns them, they will never go to competitors.

Example: fast service. Modern man is short of time and does not want to wait. Serve customers as quickly as possible and they will respond with loyalty.

Provide customers with maximum comfort

Example: a cooler with water in the lobby, magazines for viewing in the waiting area, an additional service to the main service.

Offer a unique product or service

Example: smartphones existed before the iPhone. But this device was unique in everything - there were no such phones on the market.

Give free presentations or tastings

The opportunity to test a product, product or service for free will help to win the sympathy of customers and make them permanent.

Build a habit in shoppers

Example: coming to a supermarket, a person knows that the desired product or its equivalent will always be in stock. This customer has a habit of shopping in one place.

Suggest innovations

Stability is good. But the client shouldn't be bored. Sometimes you need to be pleasantly surprised to make a person want to come back.

Example: Replacing plastic packaging bags with environmentally friendly paper bags.

Do you want your customers to come back to you again and again? Follow these tips!