My 91% Client Secret

I want to tell you how I discovered how to get back 91% of clients that had gone missing over the years into my salons.

You know that thing when you nip out of the salon for a coffee or sandwich. As you walk down the street you see a person coming towards you and it is a client who’s hair you have done for years and years?

You know what happened next; they cross the road, turn away or even walk right past you and ignore you. It’s so weird they do that but i get it all the same.

I had a client named Beverly. I had been doing her hair from her wedding, her 1st, 2nd and 3rd child. I remember her father dying, her husband being ill and even her husband having an affair with blonde Sandra from his office. Beverly forgave him!

Anyway one day I went to get some lunch and fresh air. As I walked down the main street who should be heading towards me but Beverly. Now here is where it hurts. Her hair was a different colour and I had clearly not cut it. She walked past me and tried not to speak. I just said Hi and that was it. She was totally embarrassed.

God that hurt me i must say. You’ll know the feeling!

It got me thinking so I went back to my salon and started to go through my records to see who hadn’t been back into my salon for at least 12-months. To be honest I was pretty horrified at the numbers. I think it was because we were so busy and also our system for brining in new clients was so strong I had forgotten to look after my really strong business of old hardcore clients.

So I thought about how the hell can I get them back into the salon. After all we are talking about a lot of business missing there.

I decided to get in touch with everyone of them.

I used cards and letters.

I kept it very simple.

I told them I had missed them at the salon.

I said if we had screwed up somewhere we want to put it right.

I made them an offer that I thought would be good for them and they would use to come back.

Some didn’t respond at first so I sent a second letter with a better offer.

Then I would send a third letter with an even better, hard to say no offer.

Now there was literally thousands of missing clients from a three year period that I chased so I couldn’t send out thousands of mailers at once.

Doing Letters In The Salon

I split at all up.

Every Monday I prepared 250 letters to post to the missing salon clients.

I would stick stamps on all of them and then take in a trash bag to the post office.

(note: they hated me coming in with a sack of letters – lol)

Anyway to cut a long story short this endless connecting and engaging missing clients with offers, new services and words that got them excited again took around 3-months to really work but overall it gave me back 91% of clients that had gone missing over a three year period.

How and Why?

Once a client goes to another salon even if they hate what has been done, they will feel embarrassed to come back. So you simply have to give them a reason to come aback and assure them it’s ok to come back.

Cool right?

So now do some math.

My salon average in those days was each client was worth around £1,800 to my salon every year.

I had just snatched back 2,600 clients back into my salon. Do the math – it’s a mental result!

I hope this really helps you and helps you to do something that works outside all the bullshit in this industry being taught by people that have no idea on how a salon really works.

Love peace and success.

Alan, SalonPunk.com

P.s

I discovered something even better than the above I will be sharing at the class. Do whatever you can to make sure you join us it’s going to be a killer few hours or real salon business and salon building at our new SalonPunk H.Q in Cheshire.