Did you know that pre-booking is THE secret to full books? To every beauty business owner’s detriment, many clients extend the time between scheduled appointments. By implementing a pre-booking strategy you can maximize the return rate and visit frequency of your clients. The key is to reward clients for returning to the salon before they even leave it. January is the perfect month to focus on pre-booking strategies that contribute to busier days, fuller books, and bigger profits.
January is the perfect month to implement a simple pre-booking strategy to help fill the books for the slower months ahead.
PRE-BOOKING is the Secret to FULL BOOKS
PRE-BOOKING PAYS OFF BIG TIME!
Consider this calculation:
400 clients booked every 8 weeks = $100 spend per visit or $260,000 a year
400 pre-booked clients every 5 weeks = $416,000 a year, an $156,000 difference!
ARE YOU PREPARED TO PRE-BOOK?
SET THE STAGE FOR PRE-BOOKING &
FRONT DESK TRAINING
How does your staff go about pre-booking clients? Do you even know?
If you are a salon owner trying to get your pre-book rate up here are some suggestions that can be implemented by your entire salon team.
Schedule a team meeting to share the hard facts about why pre-booking is so important and how it can positively affect each stylist’s income and the success of the salon as a whole.
Setting the stage for pre-booking can change your business. Practicing pre-booking scripts can make your team feel more comfortable. It’s not about what is said, but what is offered. Most clients need a little extra incentive to get them to commit.
Tip of the Trade
Coach your front desk to ask every guest if they would like to “Get their name entered into our drawing for a chance to win XYZ Giveaway by pre-booking your next appointment”.
You’ll be surprised how your salon’s pre-book percentage for upcoming months will increase significantly.
MAXIMIZE CLIENT RETURN RATE + VISIT FREQUENCY
THROUGH PRE-BOOKING STRATEGIES
IDEA 1: PRE-BOOKING CONTESTS
Communicate the Offer:
Create a drawing to win a prize. Explain to clients every time they pre-book their next appointment their name will be entered into a drawing to win a basket of products valued at $XX. The prize, combined with the chance of winning will get clients to give it a shot.
Assemble a stunning-looking basket or bag filled with top-selling products and accessories. Create an eye-catching display front and center with a combination of signage and color; use tissue paper and colored pretty fabric ribbon to display. Shrink-wrapped baskets are great too. Hold the contest for two months, then draw a name.
January is a great time to start a pre-booking contest. Start the contest on January 1 and run for two months.
IDEA 2: PRE-BOOKING CARDS
Pre-book Cards are simply appointment cards engineered to maximize the return rate and frequency of your client’s visits.
When a client returns their Pre-Book Card on their next pre-booked appointment they receive a free gift. Determine a free gift that will build your business; such as a retail product, a complimentary add-on service, or dollars off their next service.
Tip of the Trade
Changing it up every few months keeps clients interested.
Calculate the number of Pre-Book Cards you will need; 100 minimum per team member is a good start.
IDEA 3: PRE-BOOK TO WIN A PRIZE
Give away something big, a big-dollar service.
Some clients will pre-book for a free paraffin dip, but the bigger the prize the bigger the incentive to pre-book. A gift card for a nice dollar amount that may be used towards any service or retail is a wonderful prize.
Tip of the Trade
By running the contest for two months you are only giving away a free service every two months. So don’t be stingy, make it juicy! If you run this year-round every two months you are implementing an easy pre-booking strategy without a lot of effort.
IDEA 4: SEASONAL DRAWING 4 X PER YEAR
Seasonal drawing entries encourage pre-booking
Think of your calendar and the seasons as a great guideline for marketing endeavors. Start a drawing around the season 4 times per year. Create a giveaway of the best retail and service offering you have to cure the ail of the season.
Have every client fill out an entry form with name, phone number, and e-mail address; this helps you keep your salon contact list fresh. Begin the drawing 4 – 6 weeks beforehand, and hold the actual drawing for the winner on the of your choice. Choose a formula and stick to it for consistency – clients will know when to look for the winner and look forward to it. Consistency is key in marketing.
Start the Giveaway on January 15, and announce a winner on February 15 or
start the Giveaway on January 1, and announce a winner on February 1 (you get the idea).
Drawing Giveaway Ideas
1. GIFT BASKET
Assemble a stunning-looking basket or bag filled with top-selling products and accessories. Create a noticeable display front and center with a combination of signage and color; use tissue paper and colored pretty fabric ribbon to display. Shrink-wrapped baskets are great too.
Tip of the Trade
Don’t make a cheap basket presentation, this will detract from your salon brand. Make the basket as gorgeous as your brand.
2. FREE SERVICE
Some clients will pre-book for a simple add-on service like a free paraffin dip, but the bigger the prize the bigger the incentive to pre-book. Give away a larger dollar service and your pre-booking rate will increase. Your investment will fill otherwise empty chairs, so keep the payoff in mind.
3. GIFT CARD
Another option is a gift card for a dollar amount that may be used towards the cost of service or retail or both – you choose. By running the contest for one month you are only giving away ONE – so make it BIG and make it count!
Remember the more enticing the offer the more guests will pre-book otherwise empty chairs.
IDEA 5: EMAIL PROMO TO HIGHEST ENGAGED CLIENTS
Use drawing entry information as a marketing tool. Send each entry an email campaign for $20 off or a complimentary upgrade with a service.
These target guests are engaged and will likely take you up on the promotion.
IDEA 6: UTILIZE STRATEGY FOR SLOW PERIODS
Hold a Giveaway Drawing in Slow Months or Periods
This Giveaway can be used for other slow periods as well, such as July and August. So don’t limit the use of a Giveaway, they can be used to fill whatever months need a booking boost.
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