Last month I went to a new waxing salon to have my eyebrows shaped. They were looking pretty dreadful and I needed a professional touch. Before my appointment, I was asked to fill out a questionnaire. I can’t tell you how many of these I have filled out at area salons and spas.
This month was my birthday. To my pleasant surprise, on the day of my birthday, I received an automated email from the new waxing salon. It was a simple email, just wishing me a happy birthday, but it really surprised me. Like most people, I have a smart phone, so I get my emails all day long. I was really delighted to see that out of all of the emails, phone calls and Facebook messages I was receiving, the new waxing salon had also sent me a birthday wish.
Use Your Existing Salon Marketing Software to Build Lasting Relationships
If you have a large salon, most likely you are using sophisticated booking software. The majority of these software programs incorporate marketing technology that can send out automated emails to clients on their birthdays.
The question is, are you using this technology and taking advantage of the increased business it can bring?
More than likely, anyone celebrating their birthday will be going out for the occasion on that day or within the next few days. Why not show your gratitude to your client for their patronage by offering them a % or dollar amount off of a blow-out or make-up service for their birthday. Go a step further and tell them to bring a friend in for the same offer. Maybe this will expose a new client to your salon. It should be used within 10 days of their birthday so that the client can take advantage of this service on the day they will be celebrating. I’ve been to lots of area salons in recent years, not one wished me a happy birthday or attempted to get me back in the door with a birthday offer. I’m going out soon to celebrate my birthday. I probably would have taken advantage of getting a nice blow out for the occasion.
Believe me, a little generosity goes a long way. Another great reason to extend a birthday present is to create loyalty. It takes about three visits to the same salon/stylist before a person starts to feel some sense of loyalty to them. If I was a new customer at your salon, that discounted birthday blow out or makeup application might get me back in for that key 3rd visit much sooner than I would have scheduled.
We are building relationships here to create loyalty. Loyalty brings referrals and keeps customers at your salon. If their favorite technician leaves, will they still be loyal to the salon? That’s really up to you and how you treat your clients over the course of their patronage.