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Transcript

The Fortune Is In The Follow Up · Salon Success Secrets — The podcast for salon owners who are done hustling harder and ready to break their revenue ceiling.

• 0:33
  Speaker 1: Let me ask you something.
• 0:34
  Speaker 1: How many moments have slipped through your hands?
• 0:38
  Speaker 1: Quiet, easy to miss, moments that could have changed everything?
• 0:44
  Speaker 1: Today's episode might be one that you didn't know.
• 0:47
  Speaker 1: That might sting a little, because chances are you've had a new client come in, fall in love with their hair, laugh at your jokes, tip like a queen and then gone.
• 1:07
  Speaker 1: You check their name a few weeks later, expecting a rebook crickets.
• 1:13
  Speaker 1: You shrug, tell yourself they're probably just busy.
• 1:17
  Speaker 1: But deep down you know you didn't follow up and that small silence it costs you.
• 1:27
  Speaker 2: So let's talk about the truth, about lost opportunities.
• 1:31
  Speaker 2: We're going to rewind it back a little bit.
• 1:32
  Speaker 2: Um, there I'm telling you a story that once upon a time there was this client back a little bit.
• 1:37
  Speaker 2: Um, there, I'm telling you a story that once upon a time there was this client let's call her Jessica Um, and she was a sunshine in a chair.
• 1:43
  Speaker 2: So if you've ever had someone, you're like, oh my gosh, I just wish I had more clients like this.
• 1:48
  Speaker 2: This was Jessica.
• 1:49
  Speaker 2: She got full color, cut the works, she loved it.
• 1:51
  Speaker 2: She even posted a selfie afterwards raved, and I thought, man, a selfie afterwards raved.
• 1:56
  Speaker 2: And I thought, man, jessica's definitely coming back.
• 1:57
  Speaker 2: But guess what?
• 1:59
  Speaker 2: She never did.
• 2:05
  Speaker 2: And it wasn't because we messed up the service, it wasn't because she found a better service provider, but because, like we as a company, actually vanished, vanished, you know.
• 2:10
  Speaker 2: If you think about vanished, like poof, you're gone, right.
• 2:13
  Speaker 2: And so it was easier for her to move on, easier to assume that the job was done.
• 2:19
  Speaker 2: And that's exactly how good salons become forgettable ones.
• 2:27
  Speaker 1: So true, you know let's talk about a couple of hard truths which is only 24% of new clients come back.
• 2:35
  Speaker 1: That means three out of four disappear.
• 2:40
  Speaker 1: That number just shocks me every single time.
• 2:44
  Speaker 1: And why does that happen?
• 2:45
  Speaker 1: Because most salon owners do 90% of the work, but then skip that last 10%.
• 2:53
  Speaker 1: But that last 10%, that is where the fortune is, that's where trust forms, that's where loyalty grows, that's where referrals are born.
• 3:05
  Speaker 1: But it requires something easy not to do and that's where the danger steps in, you guys.
• 3:14
  Speaker 2: So let's here's a truth that, like most people miss um, follow up Isn't pushy, it's actually personal.
• 3:21
  Speaker 2: So if you think about the word follow up, actually it comes from the old word, word that meant to pursue, so it's not a chase.
• 3:29
  Speaker 2: Let me say again, this is not a police chase.
• 3:31
  Speaker 2: You're not going to be chasing after clients.
• 3:33
  Speaker 2: It's not a pitch, it's a pursuit of relationship.
• 3:37
  Speaker 2: So every thank you text with like how's your hair holding up every call, every handwritten card it says like hey, we noticed you, Um, we value you you belong here.
• 3:56
  Speaker 1: that is so good, you know.
• 3:59
  Speaker 1: It reminds me of you know, a story that Martin shared with us that wasn't on our podcast.
• 4:07
  Speaker 1: So, martin, from Leicester, you know.
• 4:08
  Speaker 1: He said a woman dined there once, just once you know.
• 4:12
  Speaker 1: But on her anniversary they remembered her name.
• 4:15
  Speaker 1: They left a handwritten note and a glass of champagne and years later she still tells the story and that's not because the food was world-class but because the care was.
• 4:26
  Speaker 1: So I'll ask you what is your glass of champagne?
• 4:33
  Speaker 1: Because champagne, because truly every salon has the ability to deliver unforgettable.
• 4:39
  Speaker 1: Most just don't even act on it that's so good.
• 4:44
  Speaker 2: I've said that most don't most just don't even act on it.
• 4:48
  Speaker 2: I love that you said that, lindsey, because that gets me to thinking about what we like to to look at and view is called the 3t method, so t as in tom, the 3t method, and that is um.
• 5:00
  Speaker 2: You know, something that we use in our salon company, something we use with um our, our coaching clients as well.
• 5:06
  Speaker 2: It's text, talk and touch.
• 5:08
  Speaker 2: So this is what we like to call a writer down.
• 5:08
  Speaker 2: Well, it's text, talk and touch, so this is what we like to call a writer downer.
• 5:10
  Speaker 2: So maybe you need to hit pause and grab some paper or pen, because it's definitely something like.
• 5:14
  Speaker 2: You want to make sure that you have these three touch points with every client so that you can elevate that last 10% that Lindsay had mentioned earlier.
• 5:23
  Speaker 2: So text, talk and touch, so text.
• 5:28
  Speaker 2: That needs to happen right after the appointment.
• 5:31
  Speaker 2: You want to thank them, ask if they're happy.
• 5:33
  Speaker 2: If they're happy, get, send a link with a review.
• 5:36
  Speaker 2: If they're not happy, you could send a link with a that takes them to a different place or ask how you can do better.
• 5:43
  Speaker 2: So that's going to be the text method of it and we like to make these texts very personalized too.
• 5:48
  Speaker 2: So it'll be like hey, this is Jen from, you know, salon ABC just wanted to check in and see how your visit was.
• 5:55
  Speaker 2: You know, click here If you.
• 5:57
  Speaker 2: If you loved your visit, click here If you didn't click here.
• 6:00
  Speaker 2: So that personalized touch makes them feel so much more important to um.
• 6:05
  Speaker 2: The next one is the talk.
• 6:06
  Speaker 2: So talk is actually a quick call, especially for new clients or specialty services like extensions.
• 6:12
  Speaker 2: Ask how their color is holding up, make it very personal.
• 6:16
  Speaker 2: Um, you know, one thing we've done before too is like a specialty service with extensions.
• 6:21
  Speaker 2: One time we called a girl to follow up who was a new extension guest, new extension client, and she's like it's just something's pulling a little bit.
• 6:28
  Speaker 2: She's like so I think I might take them out.
• 6:30
  Speaker 2: But as soon as we got her back in, there was just like one little tweak that we could do for her that made her love those extensions.
• 6:37
  Speaker 2: So if we would have missed that opportunity to follow up with her through a phone call, like she may not still be the extension guest or client that she is today.
• 6:45
  Speaker 2: So it's really important to give that quick call and then the touch portion of it, and so I think this is where a lot of times seems like it takes a lot of times, but it can be like the most important aspect of it, and the touch part of it is like a handwritten note.
• 6:59
  Speaker 2: It's a birthday surprise, it's remembering what they told you about their dog, their job interview or even their daughter's wedding.
• 7:07
  Speaker 2: So don't overthink it.
• 7:09
  Speaker 2: Think like Nike, just do it.
• 7:13
  Speaker 1: I love that, just do it.
• 7:15
  Speaker 1: That is great, that 3T method.
• 7:17
  Speaker 1: It is so simple but, like you mentioned, it's not easy.
• 7:21
  Speaker 1: Um, but if you just do it, man, that's where some magic happens.
• 7:25
  Speaker 1: And so let's talk about.
• 7:27
  Speaker 1: You know truly how we can change that statistic of you know, only less than one out of every four people returning.
• 7:34
  Speaker 1: Because you know, let's be honest, building client loyalty is a lot like dating, because you don't ask someone to marry you on the first date, right?
• 7:44
  Speaker 1: No, you warm them up.
• 7:46
  Speaker 1: You show them one to marry you on the first date, right?
• 7:49
  Speaker 1: No, you warm them up.
• 7:49
  Speaker 1: You show them you care, you create memorable moments, and that's exactly how you build a forever guest.
• 7:55
  Speaker 1: So here's what that looks like in our world.
• 7:59
  Speaker 1: This is how we get them to visit us four times and then they'll likely be ours for life.
• 8:04
  Speaker 1: So, um, date number one would look like you show up looking cute and prepared.
• 8:10
  Speaker 1: You know you give them a thoughtful little gift.
• 8:13
  Speaker 1: So this is where the welcome gift is presented.
• 8:16
  Speaker 1: Um, you know, and we always recommend giving 20% off retail, you know, and that person is thinking, wow, they're different because I got a gift on my first date and you know the every other salon that I've gone to, I didn't get that Um.
• 8:31
  Speaker 1: So you're already standing out, but what you're teaching them to do is to purchase retail from you.
• 8:35
  Speaker 1: So you're turning them into that dream girl or guy for you.
• 8:41
  Speaker 1: And then let's talk about date number two.
• 8:43
  Speaker 1: This is where you go the extra mile with something special.
• 8:47
  Speaker 1: So this is where you go the extra mile with something special.
• 8:48
  Speaker 1: So this is where you do like a free brow shaping or conditioning treatment.
• 8:52
  Speaker 1: You know something that really makes you stand out, so that maybe they'll start like texting their friends saying I think I found the one because you're just so much different than every other person they've seen before, every other salon that they visited before.
• 9:08
  Speaker 1: Yeah, and then, um, date number three so this is where you surprise them with 20% off, a new service.
• 9:16
  Speaker 1: So it's like planning an unexpected adventure.
• 9:19
  Speaker 1: So they feel seen, they feel pampered and they feel excited to keep exploring.
• 9:25
  Speaker 1: And what you're doing is teaching them to get multiple services inside of your salon.
• 9:30
  Speaker 1: So it's a win-win, you guys.
• 9:33
  Speaker 1: And then, on visit number four, this is where you know you.
• 9:38
  Speaker 1: You seal it with a personal thank you and like an exclusive VIP invite.
• 9:43
  Speaker 1: Maybe you tell them how to become a VIP on your salon or just make them feel like a VIP.
• 9:47
  Speaker 1: So this is not just a I like you, this is an I want you in my inner circle and just like that they're yours.
• 9:56
  Speaker 1: And it's not because of discounts, but it's because of how you made them feel.
• 10:03
  Speaker 1: And it's also not about the coupons.
• 10:05
  Speaker 1: You guys like don't make it coupon.
• 10:07
  Speaker 1: You know, stand out like say, hey, it's okay If I give you this gift and you lose these, no worries, we're going to track it.
• 10:12
  Speaker 1: We know to offer you a complimentary service next time.
• 10:15
  Speaker 1: We know you'll get 20% off.
• 10:17
  Speaker 1: We know all of this stuff.
• 10:18
  Speaker 1: You know what it is is.
• 10:19
  Speaker 1: It's about consistency, it's about connection, it's about chemistry and that is the magic.
• 10:27
  Speaker 1: You know that.
• 10:28
  Speaker 1: It's not about the coupons, it's about consistency and connection.
• 10:32
  Speaker 1: You guys.
• 10:42
  Speaker 2: So good.
• 10:42
  Speaker 2: I love that consistency and connection.
• 10:44
  Speaker 2: You know that reminds me of um, uh for our gum lovers, chewing gum lovers.
• 10:47
  Speaker 2: Um, if you've seen, uh the ad, um, oh gosh, what was the ad?
• 10:49
  Speaker 2: Do you know?
• 10:49
  Speaker 2: The gum extra one?
• 10:52
  Speaker 2: Oh, my favorite, sarah and one.
• 10:56
  Speaker 2: Yes.
• 10:56
  Speaker 2: So, um, at one time, if you think about extra gum, um, they were actually struggling a little bit in business and so they were like, okay, we've got to come up with a way to make ourselves increase again.
• 11:08
  Speaker 2: So you might even experience this as a salon owner, looking at numbers and thinking, hey, our sales are down, how can we get it to go back up?
• 11:13
  Speaker 2: That happens in lots of businesses, right?
• 11:15
  Speaker 2: And so extra gum, you know they actually went in and did a campaign where extra is extra, so it means it's long lasting, and he thought that was going to be the winning thing.
• 11:26
  Speaker 2: So they created all this marketing around it Extra is extra, you know the longest lasting gum and still no results.
• 11:33
  Speaker 2: But here's where the magic happened is, you know, the?
• 11:38
  Speaker 2: What they did is they actually created almost like a love story.
• 11:41
  Speaker 2: They made a love story out of it and you know, no one ever cries over gum Um, but this love story they actually um, the um.
• 11:50
  Speaker 2: The guy that's the in love with the girl, actually doodles on the wrapper.
• 11:55
  Speaker 2: So you know, if you unwrap a piece of gum, there's the wrapper.
• 11:57
  Speaker 2: He's actually doodling memories, real moments, on that piece of gum.
• 12:01
  Speaker 2: And then you know what he did is over time, I don't know they they show it in the commercial.
• 12:06
  Speaker 2: If you've never seen that, you can go to YouTube and watch it.
• 12:08
  Speaker 2: It's really great he.
• 12:09
  Speaker 2: He shows himself proposing to this girl.
• 12:13
  Speaker 2: But when this girl walks into this proposal it has all these little cool gum wrappers that he's doodled on over the years for their moments and their memories.
• 12:22
  Speaker 2: And so you know, people didn't just respond to the product, they were able to respond to the feeling.
• 12:27
  Speaker 2: And that's your followup.
• 12:29
  Speaker 2: Their sales actually highly increased because they were able to get to that emotional touch point of it Instead of just being extras, extra.
• 12:37
  Speaker 2: They told that love story.
• 12:39
  Speaker 2: And that's the opportunity you get when you're following up with clients is to make them feel seen, make them feel heard, so that when you go into that store that memory of seeing extra gum is going to want to make you buy extra gum.
• 12:52
  Speaker 2: So we get the opportunity to do that in our salons every single day.
• 12:56
  Speaker 2: So it's it's not just a reminder, you know, it's a moment that means something.
• 13:03
  Speaker 1: I love that.
• 13:03
  Speaker 1: That, uh, that commercial is just super moving and I think what's really cool about it is like it starts out so simple and sweet, like she drops her books and he helps her pick them up, and it's like you can feel that connection and as the viewer, it's like you remember maybe a moment in your life where you fell in love.
• 13:21
  Speaker 1: You know, and the same thing happens in our salon.
• 13:24
  Speaker 1: Maybe it's like the first visit.
• 13:25
  Speaker 1: You're like man, this is great.
• 13:26
  Speaker 1: But then as your story progresses, like yes, he's doodling, he's doing all this stuff, but like you can almost kind of feel there's a moment where they're kind of feeling distant, like you can tell they're on zoom it's, they're not as like deeply woven as they once were.
• 13:38
  Speaker 1: Maybe life got a little busier.
• 13:40
  Speaker 1: That can happen in the salon too.
• 13:42
  Speaker 1: You know, like when somebody has been a client for a while, when was the last time you checked in?
• 13:45
  Speaker 1: When was the last time you did something to make them feel special?
• 13:48
  Speaker 1: You know cause it goes beyond those first four visits.
• 13:51
  Speaker 1: And you know then when it ends with him with the proposal, like, and then you seeing all these memories, it's like wow, he did care, you know, and so like us, you know I love because now I'll, ever since seeing that I'll never think of another gum company other than extra every time I go to the checkout.
• 14:08
  Speaker 1: Stand, you know which is what they were trying to do.
• 14:11
  Speaker 1: We can do the same thing, you know.
• 14:13
  Speaker 1: Stand, you know which is what they were trying to do.
• 14:14
  Speaker 1: We can do the same thing, you know, inside of our salons every single day.
• 14:16
  Speaker 1: But I'm going to be honest If you have been putting off your follow-up system, if you have been telling yourself you'll do it next week, if you're convinced that clients will come back if they want to, you're not lazy, you're just forgetting the cost of waiting.
• 14:36
  Speaker 1: Build the system, assign someone to own it, track the second, third and fourth visit like.
• 14:42
  Speaker 1: Your future depends on it because it does.
• 14:45
  Speaker 1: You know we had a guest cancel three times once and we could have written her off.
• 14:49
  Speaker 1: Instead, we followed up with a card and a phone call and she returned and became one of our most loyal clients and she didn't need a new stylist, she just needed to feel seen.
• 15:02
  Speaker 1: You guys.
• 15:05
  Speaker 2: So good, she just needed to feel seen.
• 15:07
  Speaker 2: So we know we get it Like.
• 15:10
  Speaker 2: Salon ownership can be hard.
• 15:12
  Speaker 2: It is hard.
• 15:13
  Speaker 2: But if you didn't start this business to survive, you started it to stand out.
• 15:18
  Speaker 2: You know to serve at a higher level, to care in a way that most never will.
• 15:23
  Speaker 2: So care loudly, follow up boldly and don't let another Jessica, like we talked about earlier, slip through the cracks.
• 15:32
  Speaker 2: You know, the fortune isn't just in the follow-up, the legacy is yeah.
• 15:40
  Speaker 1: So thank you guys, so much for tuning into this episode of salon success secrets.
• 15:45
  Speaker 1: If you want some great resources, go over and check out our YouTube channel, um, or our website.
• 15:54
  Speaker 1: We have all kinds of great downloads, but we just invite you to share this episode with somebody that you think could take away something great from it.
• 16:02
  Speaker 1: Another salon owner, um, but until then, go lead, go love and go follow up, like your business depends on it, because it does.