Michael Cole Seminars

BEST PRACTICES
OF TOP 20 STYLISTS:
THE BIG 4

REPEAT

Last month, we discussed Retail as part of “The Big 4”: Service, Retail, Repeat, and Referral. This month we take on Repeat.

The third way to earn money is from new clients that return as repeat clients. Turning new clients into repeat clients builds a clientele and reduces dependence on “walk-ins.”

Having a solid base of repeat clients is essential to developing the right combination of The Big 4. As the base of repeat clients grow, there are more people to offer our services and retail, as well as more people to give referrals.

BOTTOM 80

TOP 20

Are unaware of their part in building a great clientele and believe it is the salon’s responsibility to continue feeding them new clients
Take new clients for granted, depend on walk-in’s and never seem to get enough.
See clientele development training as pointless, boring and a waste of time
Are unskilled, unable and uninterested in turning new clients into repeat clients.
Give new clients an ordinary service experience.
Retain only 20% of the new clients they receive.
Never build a full clientele.

Believe that their part in building a great clientele is all about their ability to turn new clients into repeat clients.
See every new client they get as an opportunity to build a repeat client.
Are well trained in all aspects in building a repeat clientele.
Are highly skilled in turning new clients into repeat clients.
Create an extraordinary experience for every client they serve.
Are highly skilled in turning new clients into repeat clients.
Create an extraordinary experience for every client they serve.