It can be really disappointing when clients seem to drop off the face of the earth for no apparent reason. It is unfortunate, but sadly common for all businesses at some point to lose clients.
There are various reasons as to why you may be losing clients but with this in mind, there are a number of ways that you can turn this around.
First of all, ask yourself some simple but important questions.
- How many clients do you think you lose in a year or have you recently lost?
- Who haven’t you seen in a while (is there a particular demographic)?
- Do you have any idea why clients aren’t using your services?
These can be difficult questions to ask yourself but they are vital in getting to the root of potential issues. Write these questions down and answer them as in-depth as you can.
How Many Clients Have You Lost?
Is there a way that you can trace the decrease in clients? Some simple ways to measure this include a dip in revenue, long periods of time between appointments or even data gathered from an online booking system.
Getting a grip on the number of clients that have stopped visiting your salon is really important. If the numbers are vast then there may be something that you’re doing fundamentally wrong.
Who Haven’t You Seen in a While?
If you keep a client contact list (which you should!), take a look to establish the names of those who you haven’t seen in a while. Pay particular attention to any clients who you would expect to see regularly as this could be a warning sign. For the sake of your business, you should get in touch to find out why these clients haven’t been in.
There could be an issue that you don’t know about, and by simply picking up the phone and asking a client if everything is ok, you could find out what that is. It’s really important for you to actively seek feedback so you can make changes if necessary and ensure your clients are happy.
Do You Have Any Idea Why Clients Aren’t Using Your Services?
Maybe you have an inkling as to why clients are using your services any longer. If so, address them immediately. The more clients you lose, the more this can affect your bottom line and put your business in jeopardy.
Encourage Clients to Come Back
If clients have lost interest or have been won over by competitors, there are a few ways that you can regain control and bring them back to you.
- Offer incentives or loyalty schemes that provide exclusive offers and discounts.
- Host an open day or event where you can showcase your products and services.
- Conduct competitor research to see if there are any new services that they offer that are taking clients away from you.
- Use public events or national occasions to offer packages and special treatments. A good example is Mother’s Day – you could offer a pamper package for two.
Try the personal touch
Send a handwritten card to say you have noticed they haven’t been in a while and you hope to see them back again soon, maybe offer £5 off their next treatment (This is still more cost effective than trying to attract new clients).
It’s really important that you establish why clients are no longer coming to you as losing business can have detrimental consequences. Make the effort to bring your clients back!
Image:istock.com/Brainsil
