Mastering the art of rebooking clients

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The ability to effectively rebook clients is a real skill and one that is often over-looked or sometimes under-estimated, says Carole Taylor, of ClientWave. High levels of consistent rebooking reap on-going rewards not only for the salon and the stylist but for the client too. Clients that rebook before they leave the salon make approximately 50% more visits in a year compared to clients who don’t. Clearly, the revenue and earnings implications of this are really significant. It’s also a win, win for the client - they will always be looking their best and won’t have to struggle to secure an appointment at time that suits them. A pro-active rebook strategy allows you to grow the business through your existing client base while having greater control over the appointment book and future takings. So here are my top tips for effective rebooking: Know your rebook rates The rebook rate of each stylist and the rate for the salon overall are key performance indicators that should be targeted, reviewed and measured on a weekly, monthly and quarterly basis. Consistent performance management of each rebook rate will influence the rate and ensure it becomes a real focus of each team member. It’s all about teamwork Encourage a salon culture where the entire team understands they have a role to play in the client’s desire to rebook before she leaves the salon. In addition, stylists should be aware that rebooking is not all down to the receptionist; what the stylist does and says throughout the appointment is an integral part of effective rebooking. The three distinct stages of a rebook 1. In the Consultation – ask the client when her hair stopped looking its best. She won’t say that it was the previous day! This conversation starts to sow the seed of a preferable time-scale for the next appointment. 2. During the Service – suggest the ideal time-frame for when the cut or colour will need to be maintained. Then let the client know specifically when that will be & what your creative ideas are for their next visit. For example… ‘Your style will need to be maintained in six weeks’ time so that will be around 20October. What I will do then is take the layers a bit shorter and refine the shape so we keep this really flattering look’. 3. Reception – follow on from what the stylist’s has been advising. For example… ‘So your stylist said she would like to maintain your style sometime around 20 October, so would 2pm be good for you again on the 20^th?’ The in-salon rebooking of clients is a courtesy to them and a real benefit to the salon. In essence, it’s great business practice and having an appointment book that is predominantly pre-booked is a great way to guarantee the future success of the salon. Carole leads ClientWave’s team of industry experts offering a broad range of salon education and online marketing services.