Small Things that Keep Your Clients Coming Back
If you’re wondering how to build clientele and keep them coming back, you’re not alone. Retaining repeat customers is one of the biggest challenges for beauty professionals. The good news? With a little strategy and consistency, you can turn one-time visitors into loyal, lifelong clients. Here’s how:
Personalized Follow-Ups
A little extra care can make a huge difference. After a service, send a thank-you text or email. Let clients know how much you enjoyed working with them. Bonus points for adding a personalized tip related to their appointment. For example: “We loved how your balayage turned out! Book your next session in 6 weeks to keep your color fresh.”
This simple step shows clients you care beyond the appointment and reminds them to come back.
Key Tip: Use scheduling software or apps to automate follow-ups and make it even easier for clients to rebook.
Master Your Conversation Skills
Engaging conversations can make clients feel more connected to you and your business. Show genuine interest by asking open-ended questions about their life, work, or upcoming plans. Keep the tone light and positive, avoiding controversial topics.
Listen actively and remember personal details for their next visit. For example: “How was your daughter’s recital?” or “Did you enjoy your vacation?” This personal touch makes clients feel valued and helps build a deeper connection.
Key Tip: Balance conversation with quiet moments, letting the client set the tone for how much they want to talk.
Stay Engaged on Social Media
Your social media isn’t just a marketing tool—it’s a relationship-builder. Regularly post content that keeps your business top-of-mind for clients. Share:
- Tips and tutorials related to your services.
- Before-and-after photos (w
ith client permission). - Special promotions or seasonal discounts.
Tagging and featuring loyal clients (with their consent) on your feed can also build community and show appreciation.
Key Tip: Use hashtags like #HowToBuildClientele and #RepeatClients to attract a wider audience to your posts.
Check out our blog post Social media post ideas for businesses
Create Exclusive Client Perks
People love feeling special. Offer exclusive perks to encourage repeat visits. Some ideas include:
- Referral discounts (e.g., “Refer a friend and both get $10 off”).
- Early access to new products or services.
- Free upgrades, like a complimentary hand massage with a manicure.
These small touches build excitement and loyalty, giving clients more reasons to choose you over the competition.
Key Tip: Highlight these perks during consultations and on your website to attract new clients and retain current ones.
Offer a Loyalty Program
Loyalty programs are a proven way to get clients returning again and again. Reward them for their dedication! Create an easy-to-follow system, like a punch card or digital tracker. For example: “Earn a free service or discount after 5 visits.”
Make it exciting by offering exclusive perks for members, like birthday discounts or VIP-only events. A loyalty program makes clients feel appreciated and gives them a reason to book ahead.
Key Tip: Announce your loyalty program on social media and at checkout to ensure every client knows about it.
Deliver an Exceptional Client Experience
Consistency is key. Clients return when they know they’ll get a high-quality, personalized experience every time. Focus on:
- Cleanliness and professionalism.
- Remembering client preferences (e.g., favorite nail colors or specific wax types).
- Little extras like offering tea, coffee, or a calming playlist during their visit.
Going the extra mile shows clients they’re more than just another appointment.
Key Tip: Keep a client profile for each person, noting their preferences and past services, to make every visit feel seamless and special.
Here are some of my favourite ways to enhance the spa experience for my clients
•Offer Free phone charging. Many clients would appreciate it if you offered them free phone charging, a service that won’t cost you a lot of money but will save them the angst of their phone going dead at some crucial moment. Check out this multi-cord charging cable.
•Keeping a stash of umbrellas at the reception that you’ll offer your clients when it’s raining, and theirs is in the car,
will impress many of them. I found a 6 pack Here.
•Offer your clients a free make-up touch-up. Complete the transformation and make the client feel good. Add a little make-up when you are finished with their hair or massage. If you don’t have time, set up a little station and let her do it herself.
•Always offer free coffee, tea, or water. Have disposable cups available, as some clients will want to take their coffee back to work. But don’t stop there. Why not have a bowl of granola bars or snacks available too? Clients often come straight from work or on their lunch break, which will quickly cure hunger grumps
•Warm neck wraps can provide comfort during cold seasons.
This is one of my all-time favourites!
•Offer Free wifi
In this day and age, everyone is carrying a phone. And everyone appreciates free wifi. Get one of these cute signs to share your wifi password.
Wrapping It Up: Build Loyalty, Build Success
Building a loyal client base doesn’t happen overnight, but small, intentional actions will get you there. Focus on providing a stellar experience, adding value through perks and follow-ups, and staying connected both in person and online.
Every happy, returning customer is a step toward growing a thriving beauty business. Stay consistent, stay passionate, and remember: The care you put into your services today will bring rewards for years to come. You’ve got this!
Now it’s time to put these tips into action. Which one will you try first?
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