First impressions last

A new client will develop an opinion about your salon within seven seconds, so it’s vital that you create the right first impression, says salon business expert Liz McKeon

The fastest and easiest way to increase client loyalty is by improving the quality of the customer service that your salon delivers. When you take care of your clients so well that they tell others, then you know you have delivered on the quality of the service.

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. The outcome of these judgements is important – clients will roll them into one opinion of your business, which will determine how likely they are to become a repeat client. The decision they make is one of the following three conclusions:

1 They like your employee (and therefore your salon).

2 They dislike your employee (and therefore your salon).

3 They are indifferent.

Two of these conclusions are a disaster for your business. Obviously, it’s not good if a client dislikes your employee, but indifference is as bad. An indifferent client is a temporary, rather than a long-term one; they are only in your salon until they find a better option. The 11 areas your salon and your team are judged on are:

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 clients 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.

To ensure you have the best environment for clients, consider the following aspects of your day-to-day operations:

The telephone: it is vital to ensure that all employees who work on your reception have been fully trained on exactly how to answer the phone and respond to the client’s call.

Punctuality: 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: make sure your salon’s appearance is 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: you can still 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. Be open and confident; body language can speak louder than words. Use it to reflect appropriate confidence and selfassurance.

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’ve booked.

Be courteous and attentive: good manners, and polite, attentive and courteous behaviour all help 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.

Now ask yourself, if you were a client phoning, passing by or calling into your salon for the first time, how impressed would you be? PBHJ

Liz McKeon is an author, business coach, trainer and mentor, specialising in the hair, beauty and spa sector. For further information visit lizmckeon.comor call +353 86 386 1243.