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 which your salon delivers, writes beauty business expert Liz McKeon

SURVEYS SHOW that employees with HIGH LEVELS of PERSONAL PRESENTATION CREATE PRIDE in THE SALON, while INCREASING the COMPANY’S CREDIBILITY.

When you take care of your clients well and they tell others, then you know you have delivered on the quality of the service. If you do this every time, with every client, you will see client loyalty, retention and referrals seriously escalate.

A new client will develop an impression about your employees and your business, in the first seven seconds with your therapist. In that tiny slice of time, they will judge your employee in 11 different ways, all of which will affect how likely it is that they will do business with you again.

The outcome of these judgements is important – clients will roll these judgements into one opinion of your business, which will determine how likely they are to become a repeat client. The decision they make is either that they like your employee (and therefore your salon), or they dislike your employee (and therefore your salon), or they are indifferent.

Two of these conclusions are death to your business. Obviously, 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.

Eleven ways

The 11 ways your salon and your team are judged are as follows:

1. Attractiveness

2. Cleanliness

3. Courtesy

4. Credibility

5. Confidence

6. Friendliness

7. Helpfulness

8. Knowledge

9. Professionalism

10. Responsiveness

11. Understanding

You cannot redo a first impression. The opinion people formulate within the first moments of contact remain indefinitely. Do everything you can to maximise 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 at clients, to establish eye contact and to say a friendly greeting. When you hear the client’s name upon meeting, repeat it and make a point of remembering 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 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, make sure to 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 employees who work on reception duty have been fully trained on exactly how to answer the phone and respond to the client’s call.

Be on time

Come to work a few minutes early, organise 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 have a solid foundation to build trust, introduce new services and make 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, while increasing 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 both you and the client at ease.

CONSIDER your HOUSEKEEPING STANDARDS: do you have a DAILY CHECKLIST outlining the MAINTENANCE OF your SALON’S ENTR ANCE, reception, WAITING AREA, retail displays, bathrooms and TREATMENT AREAS?

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 client in a positive welcoming manner. Always project confidence in your ability.

Small talk goes a long way

Conversations are based on give and take. Prepare questions for the clients you are expecting, relative to the treatments they have booked.

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Be courteous and attentive

Good manners, polite, attentive and courteous behaviour helps to make a great first impression. Every client deserves 100% of your attention, so always be on your best behaviour 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 continually learn, always maintaining a positive upbeat manner.

Ask yourself, 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 the ambience or ‘feel’ of your salon 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, in which case is the layout of the salon 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 ambience of the salon? Do you reinforce this, through effective use of, for example: music, lighting and décor? Remember to also appeal to all of the client’s senses. Think about what the fragrance of your brand is and introduce these aromas to reflect the ambience. What we listen to can influence the amount of time we spend in a retail area or salon. It will also have a direct impact on the amount the client will spend. The music being played must be considered – it communicates more about your brand than you may be aware.

Always take pride in the appearance of your business.