Cultivating Loyalty: How To Keep Clients Coming Back

By Nicola Le Lievre

“Your customer doesn’t care how much you know until they know how much you care” – Damon Richards.

In our industry’s competitive world, retaining existing clients is just as crucial as attracting new ones. A loyal client base ensures a steady revenue stream and fosters a community of brand ambassadors who can drive new clients to your door.

Below are some tried-and-tested strategies I implemented into my award-winning business over the past decade to wow clients and keep them coming back.

1. The Warm Welcome – Roll Out the Red Carpet Initial Consultation.

This process starts from the initial call/booking. Take the time to understand the client’s preferences and any concerns they might have. This personalised approach helps provide the best service and shows that you care about their needs. First Impressions Matter.

A little goes a long way, so pay attention to detail and approach every client with a can-do attitude and a smile. When new clients enter your salon, ensure they feel welcomed and valued. A warm greeting, a comfortable waiting area, and a complimentary beverage can create a positive experience. Ensure your staff is friendly and attentive, ready to cater to the client’s needs.

2. Special Occasions - Going the Extra Mile Birthday Surprises.

Send personalised birthday greetings along with a special offer or free service. This thoughtful gesture makes clients feel appreciated and encourages them to treat themselves at your salon. I recommend creating a birthday list at the end of every month for the following: call clients on their birthday to say happy birthday and let them know you have emailed a “gift” to their inbox.

3. Personalised Follow-Up – The Smallest Things Can Make the Biggest Difference.

Post-Appointment Thank You. Within 24 hours of their visit, send a personalised thank-you email or message expressing gratitude for their visit, including a summary of the services they received and tips on maintaining their look at home.

This reinforces the value of the service they received and keeps your salon in mind. Feedback Request. Encourage clients to share their thoughts on their experiences. Not only does this show that you value their opinion, but it also provides valuable insights into areas where you can improve.

4. Regular Engagement

Monthly Newsletters. Send monthly newsletters with updates on new products, upcoming promotions, and expert tips. Include before-and after photos of clients (with their permission) to showcase your salon’s expertise. This keeps clients informed and engaged with your brand.

Exclusive Offers. Reward loyalty by offering exclusive discounts or early access to new services for returning clients. These incentives make clients feel special and encourage them to book their next appointment.

5. Educational Content – Create Connection

Educational Workshops. Host regular beauty workshops or webinars where clients can learn new techniques and trends. These events position your salon as an authority in the beauty industry and provide added value to your clients.

How-To Videos. Create short how-to videos on skincare and makeup tips that clients can access online. Share these on your social media channels and website to engage clients between appointments.

6. Social Media Engagement

Active Social Presence. Maintain an active presence on social media platforms like Instagram, Facebook, and TikTok. Share behind-the scenes content, client transformations, and general tips. Engage with your followers by responding to comments and messages promptly.

Client Spotlights. Feature client spotlights on your social media channels. Share their stories and highlight the services they received. This builds a sense of community and showcases your salon’s work.

7. Loyalty Programs

“Do what you do so well that they will want to see it again and bring their friends” – Walt Disney. Points System. Implement a points-based loyalty program where clients earn points for every visit or product purchase. These points can be redeemed for discounts or free services, encouraging repeat visits. Referral Rewards. Offer referral incentives to clients who bring in new customers. This not only rewards your loyal clients but also helps in attracting new ones through word-of-mouth.

8. Continuous Improvement

Regular Training. Knowledge is power, and regular, structured training is crucial to your team’s development. This ensures everyone is current with any changes or developments within the clinic. This keeps your team skilled and confident, allowing you to provide clients with the best possible service.

Client Feedback – Respond Promptly. Act on the feedback you receive from clients. Whether improving your appointment scheduling system or adding new services, showing that you listen and respond to client needs builds trust and loyalty. With all the different communication channels, I recommend you have a team member delegated to check emails, social media, and voice messages daily so that no messages get missed.

Building strong relationships with existing clients creates a sense of community and trust. Personalised service, remembering preferences, and rewarding loyalty with special discounts or offers can go a long way in making clients feel valued. This emotional connection encourages repeat business and can turn satisfied clients into brand ambassadors.

Go the extra mile; it’s not crowded there.

Are you interested in having me as your mentor?

Book a discovery call via my website www.nicolalelievre.com @nicolalelievre