Pre-booking and referrals helped retain and gain clients as well. And, Snetman continues to push her staff to make sure they aren’t getting complacent with their day-to-day work. “There’s now a feeling of optimism and excitement since all the negativity is gone,” she says. “We had ego stylists who were making newer stylists feel inadequate—they were the wrong people to be educators.” Now Snetman sees her stylists asking, “How do we make people feel?” They’ve gone off auto pilot and want to make their clients’ experience a great one.
Online group discounts like Groupon were another avenue Snetman also explored. “We needed to keep new, young hires busy so they could get better at doing hair,” she says. “So a lot of those online deals were geared towards them, and a more experienced person would work with them on consultation and service.” Ultimately, Snetman found it was easier and more pro table to build her business through her fan base, but she found Groupon served a purpose. “It was great for our esthetics department as well as the new stylists. You want to keep the chairs booked, because trouble brews if they have too much time on their hands,” she says.
Modern Salon and Spa's client retention strategy focuses on creating the ultimate client experience for each and every guest. SURVIVE, THEN THRIVE
The new policies and procedures, in addition to strengthening existing programs, made these three owners success stories after a major financial blow. Failure was the last thing on Nunes mind when his stylists left. “Some owners experience a walkout and it may end up being positive, but they aren’t proactive about what happened,” he says. “I didn’t want to be like that. I wanted to continue to let people know about Blo—we do a lot for our team in a state that has an 11 percent unemployment rate.” Profit sharing, paid vacation, health care and continuing education are just a few of the benefits Blo stylists receive. But Nunes also recognizes the need to protect his business from stylists who break their contracts with Blo. “I spent thousands enforcing our non-compete in the past year,” says Nunes. His stylists communicated with clients through Facebook to solicit them, violated the radius agreement and one even went so far as to buy “Blo” as a key word search on the internet. “When you typed in ‘Blo Raleigh’ her link came up,” explains Nunes. The link said “Looking for Heidi [not her real name]?” which was, unfortunately, not against the law. However, the stylist had signed a nonsolicitation agreement with Blo, which she violated.