Winning back clients after COVID and filling your beauty appointment book
COVID has had a dramatic impact on the beauty industry in Canada due to lockdowns, capacity restrictions, concerns about safety, etc – and now as the country begins to emerge from the pandemic – many of us will have to work hard to win our clients back as well as gain new ones.
Offer a ‘welcome back’ discount
If a client hasn’t been in for a visit in a long time, invite them back with a discount if they book a treatment by a specific date. By setting a deadline you encourage them to return sooner to take advantage of the discount as well as create some urgency for them to book in time.
Be sure to email all your clients the ‘welcome back’ offer
Promote your offer on your social media channels
Promote your offer on related group social media channels. There are many beauty related groups on Facebook that are local to your area, if you are not already a member, just use the Facebook search bar and look for both ‘beauty’ and your local city name.
Follow up with phone calls after sending your email. This is a great way to add a personal touch.
Send regular monthly emails to clients
Be sure to let clients know what safety and sanitation measures your beauty business has taken for their safety. AS well, your monthly email should mention any upcoming offers, sales or events that you may be planning.
Let clients know about the various services, treatments and products that you offer as well as why a trained professional is critical for certain treatments that a home DIY solution can’t provide. Professional IPL Hair Removal or Skin Rejuvenation treatments simply can’t be matched by drug store products.
Supersize your referral program
Referral programs are a fantastic way to continue to grow your business, as well as entice existing clients to return.
Be sure to offer something really juicy for both the person referring a new client – as well as for the new client!. Remember, bringing back an existing client means they will be getting continued treatments over time and the new client will as well.
Don’t just offer 20-30% off, that just isn’t that appealing. Offer something substantial, like a free single treatment for an existing client who brings a new client in at the same time and offer the new client 50% off their initial treatment. While you have them there you can book their follow up treatments as a package sale.
You can also create a sense of urgency with your referral program by making it available for a limited time.
Partner with a complementary business and cross-promote a special together
If you are a beauty business specializing in Hair Removal or Skin Rejuvenation, consider partnering with a Hair salon and offering a ‘Refresh’ special that combines both your service or treatment with your hair salon partner. It’s a fantastic way for both business to exchange clients and grow their customer base.
Pay for some advertising on Facebook or Instagram
You can promote a special by buying paid ads on Facebook and/or Instagram that can be localized to your town or city. Be sure to target your ads to your ideal customer type.
Remember that regular marketing is needed to ensure your appointment book is always full and your business continues to grow.
If you are interested in more marketing and sales knowledge, be sure to check out Nubody Equipments online teachable course here: https://nubody.teachable.com/p/dermalase-sales-and-marketing/