Enhance client retention with a treatment menu

Steven Gunnip, Director of Salon Evolution, discusses the importance of a great hair treatment menu and the untold benefits it can have on client retention. For hairdressers, the ultimate aim is to create an experience that will have clients returning to the salon time and time again. The key to this lies in extending your service menu beyond traditional cut and colour packages and in showing clients that you also want to improve the condition and health of their hair, as well as its appearance. Mastering this through the regular recommendation and sale of in-salon treatments will truly set you apart from your competitors and position you as a leader in your field. At Salon Evolution, we work with numerous partner salons across the country, and we were surprised to find a direct link between hair treatments and client retention figures. Why did hair salons that sold large amounts of treatments always seem to have very high new client retention percentages? When we questioned the salon clients about this, we discovered that they liked the experience because their hair felt so much better and they aligned this with the overall great experience their stylist, and the salon, had given them. For the client, it was the stylist who had made their hair feel and look healthier, not the treatment. This shows that it’s the little touches, such as treatments, that clients appreciate and notice. By recommending a treatment, stylists exhibit a greater responsibility for the client’s overall hair appearance and the clients themselves gain a deeper knowledge of their own hair. Customers are always looking for products and services that make them feel they have received value for their hard-earned money and are more likely to re-book an appointment with a salon that delivers something unexpected. Recommending a treatment that improves hair condition, shine or vitality will make sure that your client remembers you as the person who improved the quality and appearance of their hair, making them more likely to want to return knowing that you did a great job, not just on the service they booked in for, but on the general health of their hair. If you don’t already offer them as part of your service, now is a great time to introduce specialised treatments to your service menu. This can enhance a client’s overall experience by encouraging them to invest in achieving strong, healthy hair. When a stylist puts this into practice and delivers a luxurious experience at their salon, they are often thanked by an increase in average spend and, more importantly, a loyal customer. Advising a client on the best treatment for their hair type also allows stylists to showcase their wealth of knowledge, building a degree of trust between themselves and the client. It’s services such as specialist treatments that not only send client satisfaction rates soaring, but also allow you to build each individual client bill, increasing profits and providing a win-win for both you, the salon, and your loyal clientele.