It’s surprisingly difficult to be a customer in your own business. You know the door sticks, where to park and which treatment to choose. Your clients have to work all that out for themselves.
You might deliver a brilliant facial, but if booking it takes six messages and a small act of determination, some people will never get as far as your treatment room.
So, give yourself a little assignment: take a look at your salon as someone who has never been there. You may be delighted by what you find. There might also be a few things you’re glad you spotted.
Start with the Booking
A potential client spots your work on Instagram and likes what they see. They follow the link in your profile, hoping to find a price. Ten minutes later, they’re still hunting.
Will they send you a message? Perhaps. They might also book somewhere else.
There’s nothing wrong with taking bookings by message, provided people know how it works and when you’ll reply. But nobody wants to spend their lunch break trying to book an eyebrow wax.
Try your own booking process on your phone. Follow the links rather than going straight to the page you know is there. If you get stuck, your clients probably do too.
Once someone has booked, send them the practical information they need. And if your entrance is tucked down a side street, please tell them. Nobody wants to begin a relaxing treatment by trying three wrong doors.
A Proper Welcome
Have you ever walked into a business and felt you were interrupting?
It’s an awkward feeling, particularly when you’ve arrived on time for an appointment you’re paying for.
A proper hello makes a difference. So does putting the phone down and giving someone your attention. You don’t need a fancy reception desk to make a client feel welcome.
New clients won’t know your routine, so help them out. Show them where to put their things instead of leaving them clutching a handbag while you get ready.
If you’re running late, acknowledge it. ‘I’m sorry, I’m about ten minutes behind’ is much better than letting someone sit there wondering whether you’ve forgotten them.
Make Room for a Conversation
The form may be filled in, but there’s still a person to talk to.
Someone might have booked a peel because their friend had one, without knowing whether it’s suitable for their own skin. Or they may be nervous about mentioning a previous treatment that went wrong.
Give them a chance to explain. It’s easy to launch into the treatment details when it’s something you do every day. For the person in the chair, it could be completely new.
Plain language helps. They shouldn’t need a beauty qualification to understand what you’re recommending.
Be honest about results, too. If they’re hoping one appointment will achieve something it won’t, have that conversation now. It’s far easier than dealing with disappointment afterwards.
Remember the Person
Your two o’clock facial isn’t just your two o’clock facial. She might be someone who’s been looking forward to this appointment all week and would dearly love an hour without having to make conversation.
Being friendly doesn’t always mean chatting.
Take your lead from the client, and ask if you’re unsure. The same goes for comfort. If someone mentioned being cold last time, having a blanket ready is a thoughtful touch.
Remembering preferences saves people from having to ask again. It tells them you paid attention.
There’s no need to quiz them about the holiday they mentioned six months ago. A warm relationship can grow naturally without every appointment becoming a catch-up.
Finish as Well as You Started
Once the treatment is over, resist the temptation to speed through the rest because your next client is due.
Aftercare deserves proper attention. Explain what they need to do at home and give them written advice to refer to later. A client who’s just enjoyed a relaxing treatment may not take in every word you say.
Make sure they know how to contact you with a concern. Nobody should be left searching the internet at nine o’clock at night because they’re unsure about something you could have explained.
And offer another appointment without making it awkward. A recommendation about when to return is helpful. Pressure to book isn’t.
Try Your Own Business for Size
You’re probably doing much of this already. But when you work somewhere every day, you stop seeing it quite so clearly.
Sit in the client’s chair. You may discover the view includes an overflowing bin you can’t see from your side of the room. Ask a friend to try booking through your website and let them tell you where they struggled.
You don’t need to overhaul the salon every time you spot a problem. Fix the broken link. Rewrite the confusing message. Find a better place for the coats.
You’ve worked hard to deliver treatments people want. Make it easy for them to enjoy everything that goes with the appointment and to come back for another.
Spotted a gap in your skills as well as your booking system? Explore our courses or get in touch with Lead Educator, Shelley Murray, to talk about what you’d like to learn.
