No business would succeed without clients coming through the door, but the path to success is paved with more than a steady influx of new customers. In fact, the majority of a business’ income comes from repeat clients. The probability of making a sale with a new client is only 5-20% while the likelihood of selling to an existing customer is 60-70%. Not every new client will become a repeat customer, but there are things you can do as a spa owner to increase the odds.
Loyal clients are invaluable, so it’s well worth the effort to keep your existing clients happy so they keep giving you their business. Here are 11 things you can do to keep your spa clients coming back.
1. Create a unique and memorable customer experience.
If your spa doesn’t provide a positive experience, first-time clients won’t be eager to return. Part of creating a memorable customer experience involves building your brand – setting your spa apart from the competition and filling a niche in the community. With a strong brand presence, your customers will be more likely to remember your spa and, if they have a positive experience, more likely to return.
2. Personalize every experience for your customers.
In addition to creating a strong brand identity with your spa, look for opportunities to personalize the experience for your clients. When booking a service, make sure your staff asks questions to help the client choose the right treatment. Make suggestions for add-ons that might add value for the client and don’t forget to recommend products at the end of each service. You can take things a step further by following up with your clients after a service and offering personalized incentives to book again.
3. Get to know your customers and incorporate their feedback.
The more you learn about your customers, the more you’ll be able to customize their experience. The information you gather at intake isn’t just about filling out the client’s profile in your booking system – it’s about familiarizing yourself with the clients’ needs so you can tailor their experience. Follow up with clients after they receive a service to make sure they are satisfied and take the opportunity to recommend complementary services for a future visit. You should be gathering feedback from clients as well – they are your most valuable resource when it comes to making adjustments at your spa.
4. Establish a trusting relationship with your clients.
The best way to keep your clients coming back is to establish a trusting relationship with them. Customers want to feel a connection with the brand and with the business from the moment they walk through the door. Start the experience off by listening to the client’s needs and offering suggestions without being too salesy. After the service, make sure the client is satisfied and provide an opportunity for them to give feedback about the experience.
5. Incorporate variety into your spa menu and keep things fresh.
While it’s important to keep a strong menu of popular services, it’s also a good idea to add variety from time to time to keep things fresh. Offering seasonal add-ons and treatments to your spa menu is a great idea, or you can make quarterly adjustments if you prefer. Ask your clients for feedback about what services or treatments they’d like to see and make recommendations for new services when they become available. Some clients will want to stick to the basics, but others may be eager to try new things. You’ll want to cater to both of these audiences, so their needs are met.
6. Create a rewards or referral program for clients.
Sometimes a little bit of incentive goes a long way. If you’re looking for ways to encourage new clients to return, consider offering a rewards or referral program. With a rewards program, clients can earn points for money spent on services and products that they can put toward future treatments. A referral program is a great idea as well because it encourages clients to bring in new customers.
7. Simplify your booking process to eliminate obstacles for repeat business.
The customer experience starts before your client even walks through the door. A simple, hassle-free booking process makes it easy for clients to schedule services which makes it more likely that they’ll do it again in the future. Some people prefer to talk to a real person, so make sure your front desk is properly trained in this area, but others prefer the simplicity of online booking.
8. Make sure your staff is properly trained to deliver excellent service.
The quickest way to lose a client is through an unsatisfactory customer experience. Your clients pay good money for the treatments they receive, so they want to enjoy the experience and see results. Poorly trained staff can ruin the experience in a heartbeat, so be sure to invest plenty of time and effort into your training process. Not only should your staff be trained to provide services, but they should be trained in the processes and protocols that separate your brand from the competition.
9. Follow up with new clients after their first visit to the spa.
Turning new clients into repeat clients is simpler than you might imagine. Sometimes all you have to do is ask. By taking the initiative and reaching out to new clients after their visit, you show them that you value their business and are willing to work to keep it. Even a simple “thank you” email can go a long way. You can also send feedback requests as a way for customers to engage with the brand – you might even offer a small incentive for filling out the survey and sending it back.
10. Create incentives for customers to keep coming back.
Customers love to be appreciated, so not only should you be reaching out to first-time clients after their visit, but you should be offering incentives to give them a nudge to schedule a future visit. Something as simple as a “15% off your next visit” promotion or a complementary add-on to their treatment can be incredibly effective. If a customer is already on the fence about booking another treatment, an incentive can give them a nudge in the right direction.
11. Keep the lines of communication open and be proactive about resolving issues.
As a spa owner, you should be in constant communication with your staff but also with your customers. Provide opportunities for clients to give you feedback and take their suggestions to heart. When issues arise, be proactive about coming to a resolution so you don’t lose a valued customer. Information is essential – the more you have to work with, the better you can build a strong brand identity and provide unique and memorable customer experiences for everyone who walks through your door.
There are many things you can do to encourage first-time clients to return to your spa and different clients will respond to different tactics. Your best bet is to follow a multi-pronged approach and to keep client retention in mind with every decision you make about your business.