I was recently running a marketing workshop for salon owners where I declared that two of my preferred forms of marketing were to write letters and get on the phone. I went on to do a cost analysis on each of these methods of contacting clients against radio, newspaper advertisements or letter box drops and it was clear that letters and phone calls are a great, cost effective form of keeping in touch with existing clients.

As my seminar progressed, we discussed the types of letters and phone calls I utilise. The area that most interested participants was the need to follow up clients.
It seems very few salons bother to follow up both new clients and customers that have purchased a product or tried a new service. And they should!
Yes it takes a bit of time, but the benefits vastly outweigh the costs or time considerations.

Here’s why:

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In the group there was a salon owner who admitted that she once did do follow up calls but some of her clients weren’t happy with the service they received and asked for a refund. So now they don’t do the calls because they might encounter more customers that were unhappy. In other words they had solved the unhappy client problem by not making the calls. But they had missed the point. Yes, you might encounter a few that want refunds which you can avoid if you don’t make the calls, but in effect if you don’t make follow up calls you will be refunding many times over because you won’t be getting their business ever again.

Whereas, if the problem was dealt with effectively where a replacement or refund was offered, you may still pick up business from that customer. It is far better to redeem yourself with the view to a lifetime worth of business from that customer than miss the opportunity and lose that customer’s business forever.
In fact, my own experience in this area is that, many patrons who’d sworn that they would never return to your salon, become advocates of the business if their grievances were dealt with satisfactorily.

You see, following up on customers to ascertain their satisfaction levels or to address any concerns they may have allows you to deal with any problems, maintaining the relationship and ultimately the business of that client.

Another factor is that many clients buy home care retail products from your salon, take it home and have forgotten how they were supposed to use it. The follow up call allows you to reinforce the timing, amount, order and safety of using the products to gain the best possible result. Many customers appreciate the thought that you were concerned about them enough to check to see if they were enjoying the products. They are chuffed that you took the time to contact them. I know, they tell me every time I call them!

One of the best reasons to do follow up calls is to reinforce how much the customer loves what you have offered them. Recently, my hairdresser called and asked me how I was enjoying my new hairstyle. I immediately told her how my friends had all noticed and that I really liked the feel of my hair after using the product she sold me. What had happened during this conversation was that she had reinforced how happy I was with their service. It also compounded the loyalty I had to return to that salon and strengthened the belief that salon exclusive products were better quality.

Some people in the seminar complained that they almost had a phobia about getting on the phone to people they didn’t know very well. The good news is that letters can be just as effective. Imagine that you had just recently been to a salon for the first time. Whilst there, you enjoyed a facial treatment and purchased some home care products. A few days later this letter arrived in your mailbox:

Mrs Smith,
Just a quick note to say “Thanks” for choosing to visit our salon recently. We recognise that you had numerous alternatives and so we were really pleased that you chose us.
You have made a terrific purchase with your new moisturiser and cleanser and I’m sure that you’ll enjoy the hydration they provide for your skin. Having said that, if there are ever any problems with our products or the service you receive, (or even if you get a little stuck on how to use the creams properly) please feel free to call me at the salon on 123 4567. I will do my best to fix things for you personally and immediately. And if there is any other way we can help please let me know. It will be a pleasure to assist you again
Best regards,
Paul Carbis

Now although this letter is somewhat generic, you would have to be impressed if you received one. Wouldn’t you? Imagine how impressive you could make it by personalising it to your salon. People who receive these kinds of letters are pre-disposed to do further business with you. For the sake of a stamp and some time there probably isn’t a better client retention instrument you can implement .It makes sense to hang on to existing customers that you have already spent advertising dollars on to attract to your salon. You will never be able to acquire a new customer for the cost of keeping an existing one happy.