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How to wow your customers every time!

How to wow your customers every time!  The first key to wowing a client is to make them feel important and special.  All everyone wants is to feel that someone cares about them.  Especially when paying for a service.

How nice does it feel when you are remembered when you go in somewhere, or someone already has your favourite coffee ready, without even asking you.  This is all about making your service personal!!

Making it personal!!

To make it personal it all comes down to how you make someone feel and what they remember about coming to your salon.  Have a look at our customer service course and don't forget if you are a member of the site, it is included in your membership.

To do this we have to understand we as therapists/stylists must adapt to their client, rather than expect the client to adapt to us.

Listening and observing is central to personalising the clients experience.  This way we get to know what makes our clients tick.  It’s often the smallest gestures that really count.  I once remembered someones name and she made a comment and she was so grateful.  It stuck and she is still my client today.  Turns out it made her so angry when she went somewhere previous and they couldn't be bothered to remember her name.  We just never know how a client feels.

If it freezing outside, maybe offer complimentary hot stones for your clients massage instead of just a normal massage.  She may then pay the extra next time around because you made her feel good and yet at the same time you unintentionally upsold another treatment.

Another thing I recommend is to note relevant client details on their record cards.  Adhering to GDPR of course and use it to give the absolute best service and care on every visit.  Note if something happened on their last visit, good or bad.  If another person knows about it they will avoid it, or if they are elderly and live alone make a note to have a nice little chat, etc...  Anything is relevant, you have no idea how that client feels if you just put yourself out a little.

Simple things...

We all know that first impressions really count and we need to make sure they want to come back to your salon, especially when there are so many salons to choose from, we have to get them to pick yours.

Little things like dress standards, keeping professionalism make a big difference.  A nice 'hello, how are you?' to welcome them, a smile!  All go a long way.  I know this sounds simple, so why do so few people do it?

And don't forget the please and thankyou!  It really isn't hard, but so few do it.

Meet and Greet.

Personally I love being the meet and greet of the salon.  I feel I can deliver and influence everything and everyone.  When I stepped back from being a therapist and took over the front-of-house role to support my team, this is where it felt I was meant to be.  Not to say I do not do treatments now as I do, but I love being up front.

This is where the first impression starts.

It is hard to imagine taking a step back from treatments, but in order to progress the salon, it is a must.  An experienced therapist can earn say £50 doing a treatment behind closed doors for a client.  But if that same therapist is in the meet and greet role, she is bringing in more clients because she can advise more people in the same amount of time, as well as supporting the team.

Clients feel good and they keep coming back.  It is tiring, don't get me wrong as it is mentally taxing.  You have to orchestrate the whole salon and organise clients and therapists.  But it is such a rewarding role.

I believe all of the therapists and stylists should deliver well in this role.

Dealing with problems

No matter how strong your training and systems are, problems will arise.  Problems need to be dealt with promptly, calmly and professionally as soon as they arise.

My team understand that a client problem or even a hint of a problem, must never be ignored.  It must be dealt with there and then before it escalates.

For example: Clients will occasionally be late and this does, understandably, stress therapists working to a tight schedule.  So, sometimes other therapist or whoever is in charge needs to step in and do the treatment themselves if the next client has arrived.  Working as a team and helping each other really stands out to the client.

Above all...

Never blame a client who is late, I agree we get frustrated and it can mess up our day.  However, we never want a client to feel like we are blaming them.  It can be mentioned but then very quickly overcome.  I am a believer in a client is always right, even when we know they are not.

Our clients deserve and get the very best we can deliver

Our prices are high compared to our competition as delivering excellence doesn’t come cheap.  This means our entire focus is the client and giving them an amazing, super-special experience, whatever happens.

My salon is in a little village and if we do something wrong, everyone will know.  It is so important that the client knows you have gone above and beyond even if something has gone wrong.  It is not always what has gone wrong people remember, it is how it was dealt with.

How's the 'new normal'?

How's the 'new normal'?  So, now many of us are back open for business, how are you finding it?  How are you finding your clients feel to this 'new normal'?  Is the response good?

Many clients are going to ask themselves ‘Can I trust my therapist/stylist to keep me safe?’

It’s a big question and we cannot blame them for feeling this way.  I know you will have invested so much money into PPE and set up strict COVID-19 salon systems in order to just be able to open.  We have to do what we have to do, right?

How do your clients feel about the 'new normal'?

Have you stopped to think how client's feel about it all?  Of course so many will be ecstatic to get rid of those DIY disasters fixed or get their eyebrows done. But what then?  Things are not like they were...

If a client starts to feel unsafe during their beauty or hair appointment this can quickly lead to high levels of anger and frustration.

Building trust is vital if clients are to feel comfortable with your new procedures.  Above anything we need to make sure we are getting clients to rebook before they leave.  But little ‘moments’ in their visit can build or destroy trust.  How do we do this I hear you ask...

Don't make promises you can't keep.

It’s easy to make promises such as: ‘Your safety is our top priority’ or ‘Social distancing is in place throughout the clinic.’

But are you and your team keeping and delivering them at every client appointment?

Failing to deliver on safety or hygiene promises you made is the #1 way to break trust.

Are you being consistent?

On their first appointment since lockdown.  I have no doubt you did everything correctly and your client was impressed with your systems and processes.  You got 10/10 and a happy, reassured client.  Is it still continuing now we have been open for a month or so?  This pandemic is not going anywhere...  Trust is built with consistent experiences and we need to make sure we are sticking to the procedures at all times.

The last thing we want is for a client to share a negative experience on social and with friends as a ‘warning’ that your salon isn’t safe.  Could you imagine?

Things are not as easy...

PPE sure is making things difficult when it comes to chatting to your client or giving them the service they are used to.  No drinks, no magazines, the masks and visors are making it harder to chat.  But, also, your body language isn’t as visible.  Are you smiling, or pursing your lips, behind that mask?

Given you may also look a tad scary in your PPE kit, building that crucial rapport and empathy with clients becomes that much harder.  Pay attention to clients non-verbal communications (body language).

This is one of the best ways to build rapport and make clients feel less anxious is by showing you’re really listening to them.  When you listen, people feel that you’re interested in them, and value them.

Show you're listening:

We need to look for clues as to how our clients are feeling, pay attention to little things such as:

By watching their body language you can read their mood and offer calm, soothing reassurance to calm nerves and anxiety.  Pay attention to your client and try and think outside the box on how you can make a customer feel a little bit more special.

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