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.
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.
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.