We want you to reach your goals and love what you do because let’s face it, we love this industry. It’s the greatest industry in the world. As beauty professionals, we get to make people look and feel great every day. As a result, people look forward to seeing us. There is so much potential for success. But getting started is the hardest part. In this series, “Business Advice from Eric Fisher,” we tap into Eric’s wealth of knowledge and share advice that will help you reach your goals. So without further ado, here’s the latest business tip.

Bring the Guest Back

This is your No. 1 goal – bring the guest back! Happy guests, keep your books full, try new services and tell others about you. Did you know:

• Return guests spend an average of 33% more than new guests.
• Increasing guest retention by 5% will increase your profits by 25%.
• It’s 20x easier to retain an existing guest than recruit a new one.
• It costs 8x more to gain a new guest than to keep an existing one.

To retain your guests, you need to understand why guests leave and why guests stay. First, ask your existing guests why they love having you as their service provider. Then, ask them why they left their last service provider. Find out what’s important to them. From this information, you can craft the experience your guest has with you. You need to make sure that every point of contact is memorable and meaningful. Often, the experience is more important than the service.

THE CHALLENGE

Brainstorm some steps you can take to ensure that your guests have a great experience and want to come back – everything from the salon atmosphere to the service itself. Think about what you’re currently doing well and what you could do better. Use this information to craft a memorable experience for all of your guests.

For more great business tips, click here.