Liz McKeon, Business Expert and Founder of the International Business School, shares how to create a great first impression and welcoming environment for clients.
The fastest and easiest way to increase client loyalty is by improving the quality of the customer service that your salon delivers. When you take care of your clients so well, they tell others, then you know you have delivered on the quality of the service. When you do this every time, with every client, you will see client loyalty, retention, and referrals seriously escalate.
In the first seven seconds with their stylist, a new client will develop an impression about your employees and your business. In that tiny slice of time, they will judge your employee in 11 different ways, all of which will affect how likely they are to do business with you again.
The outcome of these judgments is essential – clients will roll these judgments into one opinion of your business, which will determine how likely they are to become repeat clients. The decision they make is one of the following three conclusions:
- They like your employee (and therefore your salon)
- They dislike your employee (and therefore your salon)
- They are indifferent.
Two of these conclusions are death to your business. Dislike is bad, but so is indifference. An indifferent client is a temporary client. They are only in your salon until they find a better option. They are not long-term clients.
The 11 ways your salon and your team are judged are as follows:
- Attractiveness
- Cleanliness
- Courtesy
- Credibility
- Confidence
- Friendliness
- Helpfulness
- Knowledge
- Professionalism
- Responsiveness
- Understanding
You cannot redo a first impression. The opinions people formulate within the first moments of contact remain indefinitely.
Do everything you can to maximize your positive impact on clients. With attention to detail, you can ensure clients come away with superior opinions about you, your business, and your team.
For example, teach your team to smile, establish eye contact, and say a friendly greeting.
When you hear the client's name upon meeting them, repeat it and make a point to remember it. Be as confident and relaxed as possible when engaging in small talk. In salon sales, making a great first impression can make or break your livelihood.
Answering questions and solving problems promptly, with a friendly disposition, conversing using the client's name during the conversation, smiling, and showing interest in the person – all of this creates an impression of warmth, concern, and trust.
If you want all your clients to become long-term, even lifetime clients, create an outstanding first impression. Remember, people buy people first! To ensure you have a welcoming environment for clients, consider the following aspects of your day-to-day operations:
The telephone:
As the salon owner or manager, it is vital to ensure that all receptionists have been fully trained on how to answer the phone and respond to clients' calls.
Be on time:
Come to work a few minutes early, organize your day, and run your appointments on time.
Be yourself, be at ease:
When you are calm and confident, your client will feel more at ease, and you will have a solid foundation for building trust, introducing new services, and making recommendations.
Present yourself appropriately:
Is your salon appearance saying the right things to help create the right first impression? Surveys show that employees with high levels of personal presentation create pride in the salon and increase the company's credibility.
Keep your individuality:
Of course, within a salon environment, you need to 'fit in' with the team, but you can usually create a great impression without losing your individuality and personality – clients love to see this shining through!
A winning smile:
There is nothing like a genuine smile to create a great first impression. A warm and confident smile will put you and the client at ease.
Be open and confident:
Body language can speak louder than words. Use your body language to reflect appropriate confidence and self-assurance. Stand tall, make eye contact, and greet clients in a positive welcoming manner. Always project confidence in your ability.
Small talk goes a long way:
Conversations are give and take. Prepare questions for the clients you expect relative to their booked treatments.
Be courteous and attentive:
Good manners and polite, attentive, and courteous behavior help to make a great first impression. Every client deserves 100% of your attention, so always be on your best behavior with clients.
Be positive:
Your attitude shows through in everything you do. Project a positive attitude, even in the face of criticism or nervousness. Strive to learn continually and always maintain a positive, upbeat manner. If you were a client phoning, passing by, or calling into your salon for the first time, how impressed would you be?
The presentation and layout of your salon:
Does your salon's ambiance or 'feel' support the standard of your service? For example, are you offering a production line service or a pampering experience? Or is the aim to provide a professional and friendly service? Is the salon's layout professional and friendly?
Consider your housekeeping standards: Do you have a daily checklist outlining the maintenance of your salon's entrance, reception, waiting area, retail displays, bathrooms, and treatment areas? If so, are they clean, tidy, functional, comfortable, and luxurious? Are all the tools of the trade, for example, samples, testers, and product information…….all in position and ready to go? Is the floor area clean and polished?
What is the desired ambiance of the salon? Do you reinforce this through effective use of, for example, music, lighting, and decor?
Remember to also appeal to all of the client's senses. Think about your brand's fragrance and introduce aromas that reflect the ambiance. What we listen to can influence our time in a retail area or salon. It will also have a direct impact on the client's spending. The music being played must be considered—it communicates more about your brand than you may know.
Always take pride in the appearance of your business!
