“20% of your clients make up 80% of your business,” notes Eric Fisher, owner of award-winning Eric Fisher Salons & Academy in Wichita, KS. Everyone loses clients. It’s just a part of doing business, but to keep your 20% base strong and growing, it important you try to bring back missing clients. In 52 Weeks to Greatness, Eric shares weekly tips and inspirations to retain clients, increase your profits and have fun doing it. By using the tips in this book, Eric was able to expand from one salon to three. As one of the weekly directives, Eric encourages stylists and owners to bring back lost clients. It starts by telling them, “I miss you!”
Think about clients who have not been back for some time. Go back 3 months, 6 months – wherever you see the timeframe that is typical for clients to disappear. Take these 4 steps to get them back in your chair.
1. Access your computer database for an accurate list of past clients and recall from memory those clients you miss, as well.
2. Send each of those missing clients a hand-written note telling them that you miss them and that you would like to see them soon. Direct them to your website for the latest news on the great things going on in your salon.
3. Offer them a value-added service, such as a free deep conditioning with a color service, discount on retail products, or free gift with service. The gift can be a product or add on service. You decide.
4. Ask them to call if they are having any challenges with their hair, and let them know you can help. Remind them that you continue to stay current on trends and techniques through education, and that you would love to share possible looks with them. Encourage them to visit your social media pages to see looks you create that clients are making clients very happy!