| Earlier this week a successful salon owner asked me | | | | People want what they can't have and if client's have |
| this question: | | | | to pay to even have access to your services then |
| "I was wondering what your opinion is of cancellation | | | | the best clients will want them more. And once |
| charges for missed appointments? | | | | they've paid then the likelihood of them not turning |
| On one hand charge them (even if they cancel/not | | | | up is dramatically reduced... |
| turn up reasonably regularly) and they will probably | | | | 7. CALL CLIENTS prior to their appointment. This |
| not come back and you risk the lifetime profit from | | | | SHOULD be part of your marketing system anyway. |
| that client. | | | | But you or a staff member should call clients 24-48 |
| On the other hand don't charge them and they are | | | | hours before their appointment. Just making this call |
| allowed to not respect your time (which is a bit of a | | | | will dramatically reduce no shows. |
| personal raw nerve of mine) and they have no | | | | Whatever policy you choose here are a few things |
| incentive to respect your time and business next | | | | you MUST DO: |
| time they are 'asked to work late'. | | | | 1. DISPLAY your policy clearly. On your appointment |
| I bet you would suggest 'find clients who respect | | | | cards, on price lists, in your salon or spa reception |
| your time in future'... however I find in the recession | | | | area etc. |
| customers are starting to take more of the ....as they | | | | 2. EXPLAIN your policy in person with EVERY new |
| now feel they have the upper hand over businesses | | | | client and remind ALL clients periodically. |
| as we should be desperate for their custom. What is | | | | 3. Make sure FULL details of your policy ARE included |
| your take on it?" Great question! A real challenge. | | | | in your client welcome packs (and yes you MUST |
| And just like lady, this can drive me nuts - it can feel | | | | deliver client welcome packs). |
| like a constant battle between wanting (sometimes | | | | 4. IF clients do NOT turn up you MUST call them. This |
| needing) the business and yet not ending up like a | | | | at least diffuses embarrassment if there was a |
| 'door mat' being trampled on by time-wasters and | | | | genuine mistake, gives you the chance to book them |
| people with less integrity than a 'losing' politican. Yet, | | | | back in AND/OR ask if they know anyone who |
| it NEVER, EVER happens to me (and I'll tell you why | | | | would be able to take their appointment. The |
| in a bit)... | | | | likelihood is that person won't be able to get top you |
| But, today, I'm going to give you some REAL | | | | in time BUT at least you'll have a referral!!! |
| techniques you can use to dramatically reduce | | | | And FIRE YOUR CLIENTS If clients consistently |
| 'no-shows' AND increase client 'compliance'.First off | | | | abuse your policy then your response is simple. You |
| we'll cover a few actions you can take. THEN, I'll | | | | SHOULD FIRE THEM. Say something like: |
| cover the way to stop it happening forever (or | | | | "Mrs Bloggs, I value your custom, you've spent a lot |
| pretty much). Here we go (this is a kind of menu of | | | | of money with me - which is nice. But I cannot |
| things to try - I'll flag up my favourites): | | | | afford for you to keep not showing up for |
| 1. HAVE a lateness and NO SHOW POLICY. Obvious | | | | appointments. So, I'm afraid if that happens once |
| yes - but you'd be amazed how many salons and | | | | more then I recommend you find another salon or |
| spas don't. What should your lateness policy be. Well, | | | | spa to serve you..." Following that - you'll usually find |
| it depends a little on your type of salon/spa and | | | | they are never late again. |
| clientele. | | | | Here's the ULTIMATE NO SHOW STOPPER And this |
| 2. - This could be a minimum of five hours notice for | | | | is what I do (and I eluded to it earlier). Most salon |
| cancellation (that allows for the people who wake up | | | | and spa owners are so 'desperate' to attract and |
| in the morning and realise they forgot to book the | | | | please clients that they kind of 'roll-over' and take |
| afternoon off). | | | | anything their clients throw at them. This is a very |
| 3. - It could be a fine for not showing up. But this is | | | | 'weak' position. Instead you need to craft a position |
| very difficult to enforce and if you don't enforce it | | | | of POWER. Where clients HUNT you OUT. Are |
| clients will not respect it and you'll loose credibility - | | | | DESPERATE for you to serve them. Want YOU and |
| NOT one of my favourites. | | | | NOBODY else. And in turn are so pleased to get an |
| 4. - For late shows you can ONLY offer them the | | | | appointment wouldn't miss it for the world. How do |
| time left in their appointment window. Say something | | | | you create this position? Through marketing. Consider |
| like "Unfortunately, we only have ___ minutes left | | | | this. |
| to the session. What areas would you like the focus | | | | - If YOU were the author of a best selling book on |
| to be on?" | | | | beauty - would client 'hunt you out'? |
| 5. TAKE DEPOSITS (non-refundable) - This IS one of | | | | - If YOU appeared on the BBC as a beauty |
| my favourites. Easy to implement and VERY | | | | consultant - would clients 'hunt you out'? |
| effective. Not only do you pretty much ensure your | | | | - If YOU were the ONLY salon or spa who delivered |
| client turns up but if they don't you still make a little | | | | OUSTSTANDING client care that had people talking |
| and have the chance to fill the slot. PLUS, taking | | | | about it all over town - would clients 'hunt you out'? |
| deposits 'weeds out' a HUGE portion of the | | | | - If YOU were the ONLY salon or spa endorsed by a |
| time-wasters. The people who casually book an | | | | local/national celebrity - would clients 'hunt you out'? |
| appointment on Saturday morning with you before | | | | And the answer is of course... The first 4 actions I |
| they call all the other salons in the area to see if they | | | | listed at the top of this artice (take deposits etc) to |
| can do better... Size of the deposit of course | | | | combat no-shows and lateness are really 'reactions to |
| depends on the treatment, service. I would NOT go | | | | the problem'. |
| any lower than £5. | | | | A MUCH better way to solve the problem is to |
| 6. Don't allow people to book appointments UNTIL | | | | NEVER have it in the first place. |
| they have had a consultation session with you AND | | | | And that comes through the 'POWER POSITIONING' |
| either JOINED your 'Health and Beauty Membership | | | | I speak of above. And that comes through |
| Program" (where they pay X amount every month | | | | MARKETING. Marketing that positions your salon |
| for a certain set of treatments) OR they've paid the | | | | spa head and shoulders above the competition as |
| 'JOINING FEE' to even allow them to become a client | | | | THE place people talk about and the ONLY place you |
| of yours. This is a VERY powerful technique. It | | | | clients and prospects want to go... |
| switches the power position from the client to you. | | | | Good luck! Henry Baker. |