How to increase your average client bill

Salon Evolution Director, Steven Gunnip, shares his top tips for adding pounds to each client bill and making your salon more profitable While it’s an integral part of any company to focus on attracting new custom, by turning attention to your existing salon customers and honing a few essential steps in the client journey, you could add pounds in additional spend to the average client bill and thereby create a huge increase in overall revenue. Offer indulgence from the start Building a client bill should definitely not be left until the payment stage; in fact, it should begin the minute that they make their appointment. Your front of house team can maximise every booking by asking clients if they would like to indulge in any additional treatments or services during their visit. If the client books in for a cut and finish, ask if they would like to receive a deluxe blow-dry or a luxury head massage to make their appointment a bit more special. If your salon offers added express-style treatments, let colour clients know about them when booking so that they have chance to request a manicure or eyebrow shape while they are waiting for their colour to take. These little extras really do add up and can, over time, equate to thousands of pounds in additional income. Capitalise on the consultation Providing a thorough consultation upon arrival can lead to an increase in the client’s bill at the end of their visit. Asking the right questions and determining what a client wants to get out of their appointment and the results they desire, as well as gaining information about their lifestyle and haircare routine, offers the perfect opportunity to suggest the products and services on offer that suit the client’s needs. This takes away from the hard sell, which is something that we actively discourage, and instead sets the tone of a friendly, trusting relationship. Clients appreciate receiving recommendations for products that they feel confident will work for them and will therefore be more likely to exchange their hard-earned money for a tailored prescription of products and treatments, created especially for them by you, their knowledgeable stylist. Promote your services If you offer an extended menu or added services, have recently introduced any new treatments, or are running offers or promotions, make sure to display this on clear promotional material around the salon. When a client is in the salon chair they are sitting in one place for an extended period; if they see information about a hair product or service that resonates with their wants and needs, there’s no better time for them to enquire about it than when they are already in the salon talking to their stylist. Make goodbyes count At the closing stage of each appointment, your reception staff should make friendly conversation with clients to build up a strong rapport, making it easier to ask them about booking in for future appointments or if they require any haircare products. As with all other aspects of the client journey, this is not about the hard sell but ensuring that the client leaves a happy customer, aware of the products and services that will work for them, but may not have known about before. Ask your front of house team to think of a time when they used a really great product and just had to tell a friend about it. The genuine excitement and need to share a new discovery is what they should be looking to emulate so that their recommendations become more of a friendly exchange of information. The last thing you want is to be off-putting or make clients feel as though they are being pushed into something, which can leave them feeling uncomfortable – a no-win situation for everyone.