Many beauty professionals consider client relationships the most rewarding, yet most challenging and stressful, aspect of our work. Every client represents a unique relationship; taken together, they form the foundation of our business. What’s the secret to building clientele? Provide quality services to better clients.
Because potential clients far outnumber licensed beauty professionals, we have a tremendous advantage: the power of choice. Choosing whom to serve, and whom to refuse or refer elsewhere, may seem incompatible with providing “good customer service.” But the fact remains that we’re not obligated, nor would it be possible, to serve and please everyone. (If some clients had their way, we’d work for free and be available on demand!)
“The purpose of a business is to create a mutually beneficial relationship between itself and those that it serves.” – John Woods
Client relationships require effort and resources that should not be wasted on anyone who doesn’t respect you. Equating respect with money misses the larger point that serving clients should enrich you, but not at the expense of your professional ethics or personal well-being. So how do you determine who respects you? Use scheduling policies to communicate your expectations. Ask yourself: How does someone become your client? Where do they learn about you? What impression do they form based on your online presence? What questions do potential clients ask when contacting you? What do you require before providing their first service?
Your scheduling policies should inform potential clients and remind existing clients that your business depends on their willing cooperation.
In my business, strong policies make scheduling easy for clients I know and like, and more difficult, if not impossible, for those who aren’t compatible. The following statements convey my approach. (NOTE: These are not the written policies available to the public).
Salon time is limited and valuable. I restrict the schedule to 3 days a week (Tuesday-Thursday) from 8 am to 6 pm. Additional availability only happens when I choose, like working the Monday before Thanksgiving.
Pricing and services are not negotiable. Service descriptions make clear what’s offered and payment must be rendered at the time of service, if not earlier.
Clients provide their full name, email and phone number. I don’t promise time to strangers, or allow them entrance to my salon.
Clients make reservations for appointments. I work by appointment only.All appointments must be planned in advance by contact via email, phone or text, so no walk-ins and no online booking.
Clients must be accountable for time they reserve. New clients prepay the entire cost of services reserved. As a courtesy, clients receive a reminder via email and/or text 48 hours prior. To cancel or reschedule a reservation, clients must provide 24-hours notice or pay a fee to compensate my time.
Clients agree to abide by the policies. Clients don’t sign a contract; we have a mutual understanding.When my business evolves and new policies take effect (like price increases), they can choose to continue or to end our business relationship.
An earlier version was published by Beauty Cast Network.