How to get clients back into your salon without discounts

Discounts, promotions and packages are a great way to attract attention and generate revenue. But, they aren’t your only options. In fact, there's evidence to suggest a growing number of people are suffering from deal fatigue. Clients come to you to escape from everyday life, and to look and feel amazing, so they’re not always looking for that cut-price offer.   

An effective alternative to only communicating on discounts is contacting your client base regularly with a combination of marketing blasts. That could include brand-building content or salon updates, as well as the occasional discount. When it comes to those blast marketing and auto campaigns, use a friendly tone, send them frequently to keep your business top of mind, and use an attention-grabbing subject line.


Use messaging to build client trust

Whether it’s talking trends, introducing how-to videos, or answering frequently asked questions that keep popping up during services, communications that solidify your status as a trustworthy expert should always be part of your marketing mix.

Invite clients for a free consultation

Free consultations can be done face-to-face or virtually if you or your client prefers, and you can use Fresha forms as part of the consultation process. The consultation itself should be about listening to your client, understanding their needs, and sharing your wisdom to lead them to the right services and treatments for them. This is a great way to sell your expertise, products and services without overtly pushing for a sale. 


Send a birthday wish

The little touches always make a difference, and a happy birthday blast using Fresha’s auto campaigns is the perfect way to do just that. As part of Fresha’s auto campaign suite, you can easily set these campaigns up to run automatically. You can also make birthday campaigns even more memorable by including a gift card or a gift they can collect next time they visit.

Send ‘check in’ messages

“Hello! How are you? We were thinking about you and wanted to see how you’re getting on.” Kind words, no agenda. When you’re sending out these messages, include a question to encourage interaction. Things like, ”Is there any advice you need about your hair or skin?’’ or “Is there anything we can do for you today?” This will invite your clients to reach out to you and create a conversation.

Make clients aware of last-minute availability

A well-timed “We have an unexpected appointment gap today at X time, snap it up now” can fill gaps in your schedule. Remember to use these messages sparingly - sending them out too frequently can make them feel less special. As well, consider only sending them to clients who haven't been in the salon for at least a month to encourage repeat visits. Remember to send these to clients using blast marketing campaigns and promote on your social media too.


Answer frequently asked questions

FAQ-focused emails can minimise issues that might be impacting visits. They’re also great for introducing something new and addressing trending topics. They could be about hair extensions to help clients overcome any concerns, or tackle skin issues like acne and rosacea. When answering FAQs, steer clear of jargon and instead help clients make informed decisions. So you can be an even better resource for your clients, invite them to ask questions to continue the conversation.

Introduce your team to your clients

Introduce your team one member at a time to add personality to your messaging and your brand. Talk about them, who they are, and their specialities. Be sure to include a photo and ideally testimonials that'll help your clients feel like they already know them. You can also add a call to action to help boost your team’s bookings.


Increase awareness of your products

You can always shout about a new wonder product, revisit an old favourite or give advice on getting the best results from a specific ingredient. Clients love trying new things, so make sure you include a call to action that gets them into the salon to experience the product. And if you’ve set up your online store with Fresha, this makes it easy for your clients to shop, too. When it comes to sending out regular marketing campaigns, it's about the long game. Not every email, text message or campaign is going to result in instant sales, but each one will increase awareness and build relationships.

Over time, marketing your business will pay off. So, be consistent and patient, and make sure you use reporting tools to analyse the results. This way, you can evaluate the success of each campaign and determine what your most effective strategies are. 

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