Building client relationships over christmas

The Christmas visit is probably the most important one of the year for your clients, so it’s essential you connect and build client relationships to ensure loyalty into the New Year. Salon management consultant, Ryan Fox, offers some festive tips and advice. "Christmas time is full of social events, gatherings and parties so clients need their hair to be spot on," says Ryan. "It’s also a time when people reflect on all sorts of relationships, deciding who and what is really important to them; from loved ones and friends to services and products they use and buy. Therefore, it’s important to really connect with your clients to make this visit as special as possible." Strengthen the relationship Take the time and trouble to further build the relationship with the client by finding out what they are doing over the festive period and relate it back to their hair. For example, what special events are they attending and how will they be wearing their hair for it? Offer a couple of different looks and show them how to do it, include advice on any tools, equipment or products they need to recreate it. And don’t forget the big day itself and what they need their hair to do for them. Go the extra mile and lock in the ongoing relationship so they know they are in the right hands for the coming year ahead. Slow things down Christmas can be a rush for many as they try to get everything done, from Christmas shopping and wrapping to cooking and parties. Try to relax the client and get them to slow down for an hour or two. Magazines can help, of course, but it could be an opportunity to upgrade the client to a deluxe treatment with a longer massage. You could guide them through some simple deep breathing exercises, or offer a hand massage with soothing cream for those dry winter hands. You could offer some calming drinks such as festive herbal tea or mulled wine. Products and gifts It’s naturally a time of year when clients are looking to buy presents, so make sure you are making them aware of any gift packs, equipment and tools that you have on sale such as product packs, brushes, straighteners and hairdryers. You may also have some special Christmas items such as candles or make up, so ensure you mention you have these for sale and help with ideas. And don’t forget gift vouchers that can be a useful last minute gift for a loved one. Rebooking for New Year You should be rebooking clients as much as possible anyway, but it’s even more important to get clients to rebook for the New Year. This is because the New Year is a time when people make fresh starts so might be tempted to look elsewhere, especially if they are a bit indifferent to your service. It’s also particularly important because January and February can be quiet months. Get yourself busy by booking your regulars. You might want to offer your clients a gift of some money off their January or February booking, or a free upgrade if they rebook now. Make it enjoyable and appropriate Christmas means different things to different people. Make it an enjoyable experience and get into the festive spirit, as most people love that, but be sensitive to client’s individual needs. Wishing someone a Merry Christmas can go a long way but show them you really value their custom and that you genuinely care by personalising the service as much as possible to create their perfect Christmas. Do this and they will love you all next year. Ryan Fox is a hair and beauty salon consultant who improves salon performance through training and innovation. For more tips and advice visit www.umbrellaconsulting.co.uk