Rebooking
It sounds so simple, but one of the most effective ways to build your clientele is to ask clients to
make a future appointment before they leave the salon. Taking the initiative to assist clients in
maintaining regular appointments is one of the most effective tools for retaining a client base which
builds success.
Promotional Literature
If the salon has printed promotional literature, such as flyers, newsletters or post cards, print your
name on them, carry them with you and give them to people you meet. You'll be pleasantly sur-
prised at the number of new clients you gain from this little extra effort.
Guest Appearances
If you enjoy speaking before an audience, you might try offering your
services as a guest speaker or demonstrator. Civic groups, clubs,
charities, high schools and college groups all enjoy hearing about the
latest trends in fashion and style. They also like seeing the
makeovers that you can present. Guest appearances can be an enjoy-
able experience and potentially develop a clientele that will ask for you by name. Be sure to check
your area's regulating agency's rules governing doing demonstrations outside the salon.
Correspondence
Send thank you cards to every client after every appointment or call all new clients after their first
visit to follow up. Send reminder notes one week before each appointment or call. With approval
from the salon owner, send a birthday card to every client with a gift certificate for $5.00 off her
next service or offer discounts on high ticket services, such as colors or makeovers. Send "I miss
you" cards to clients who have not visited you in two months or longer.
Your Personal Touch
Spending a little extra time...sharing a styling tip...or suggesting a new style or product to your
clients are all examples of your personal touch. If a client mentions a need for more time in the
mornings, you might suggest an easier-to-care-for hairstyle. It is this personal touch that will keep
your clients returning to you for future services.
IMPORTANT!
You must continually be expanding your clientele. A certain percentage of your clients
will leave the salon each year, so you need to be prepared to constantly keep your business growing.
The Stylist-Client Relationship
A solid pattern of communication with clients must be established on their first visit to the salon.
If your clients feel that you are anxious to please them, they will develop a loyalty toward you. But
first they must be convinced of your credibility and your abilities as a cosmetologist. To develop this
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SALON FUNDAMENTALS
HINT: If you perform
at a fashion show or a
civic organization,
pass out your cards to
interested members of
the audience. These
cards will refer new
clients to you.
