How to make a fantastic first impression in the salon

First impressions count and can either create a loyal client or lose one forever. Here marketing expert Carole Taylor shares her advice on making a fantastic first impression.

Walking into a salon for the first time can be a daunting prospect for many clients. It's the feeling of not knowing what to expect or of being unsure of how you will be treated. A recent ClientWave survey of 2,000 clients reported that 68% felt anxious when going into a salon they hadn't visited before. In addition, the majority reported having poor experiences in the past - the most common complaint was 'a perceived attitude of indifference towards them.'

The client's arrival at reception is a key element of their overall experience. So, it's important to set the scene for the rest of the appointment and ensure clients feel welcome, relaxed and at ease. 

The receptionist is one of the salon's most important assets. Front of house is responsible for giving clients their first taste of the salon culture. By projecting a professional, capable demeanour, you are suggesting that the client's experience in the salon will be the same. 

Stand up to greet clients, smile and make eye contact. Ideally, there should only be one person behind the reception desk. If staff are congregating behind the desk, it can be intimidating.

Saying: "Good morning. How can I help you?" in a clear, warm tone imparts an air of capability that will reassure clients. A greeting that has become a pet hate for many clients is: "Hello. Have you got an appointment?" As an opening address this is out-dated, rather cold and somewhat abrupt. It implies that if you don't have an appointment then we can't help you.

There is nothing more welcoming than a receptionist actually saying: "Welcome". It puts a smile on the client's face and puts her at ease. Saying: "Welcome back," to those who are returning for their second visit (or have returned after a significant absence) will make clients feel valued.

Ask the client for her name - good listening skills are key here. Note how she pronounces her name. This way, you guarantee you know how to address her, in case she has a name with a unique pronunciation. Also note how she refers to herself, by her first name, her title or her full name.

After you've notified the stylist that their client has arrived, let the client know. For example, say: "Kim will be with you shortly." If a delay is likely, let the client know this and the reason why.

Help them off with their coat, offer refreshments and magazines. Simple acts of hospitality will ensure the client feels she is receiving an attentive service.