Management - 5 tips

New customer and I

I have a New Customer, my aim is for them to return. These are the 5 elements that will make a customer want to return to you:

1.     Excellent booking

The customer journey starts from the minute the customer decides to book a treatment at your salon. The smoother the process, the more impressed they will be. A good start will instill a sense of trust.

2.     Customer data 

It’s all about the data! The more information you have about a New Customer, the more you can communicate with them. It's important to ensure your team are meticulous with their data inputting.

3.     Customer consultation

Is the only way to create targeted marketing answering to the needs of the client. Customers like to know they are being listened to.

4.     Follow up 

Following up on your client’s first visit brings a special touch to the relationship. Whether it's a phone call to ensure everything was satisfactory, or an email to see if  she/he is managing with her/his home care advice - it's a caring touch and one that will be appreciated by the client. 

5.     Welcome pack

Sometimes we are far too busy to worry about every single customer that comes through the door. So why not create a welcome pack for each new client. Creating a welcome pack can make your client feel well attended to while you get on with the day to day running of the salon.


Valerie Delforge - Founder and CEO of Delforge + Co

Judge, Key Note Speaker, Commercial Trainer & Coach for the Beauty Industry

Become Commercially aware




My client has not turned up

5 tips for the problem of a no show client 

Create and manage a waiting list

A customer waiting list is worth it’s weight in gold.  When a client doesn't turn up you can text/email/call a client on the waiting list to inform them you have an appointment available due to a cancellation.

Have a list of customers that love coming last minute

You will be surprised how many people do and they're great for filling in the white space, especially your regular local clients, local offices etc.

Same as your waiting list, these become your bread and butter quite easily.  

Up-sell to your clients in your salon

You have clients in your salon so make them aware you have more time for them if they wish to be pampered even more. It's worth asking them.

Get outside clients

Get your team to go out and bring clients in or go to the local offices to check if anyone wants an appointment. Your team are also great at calling people they know. You just need to make sure they have a limit on the % they can give away.

Implement training

Find your staff something to do with that free time. If they can't find a paying client, get them to do a model and practice.

There is nothing worse than a bored team. If you work alone we are sure you have plenty to get on with. Set yourself or your team incentives to fill that whit space. 


Valerie Delforge - Founder and CEO of Delforge + Co

Judge, Key Note Speaker, Commercial Trainer & Coach for the Beauty Industry

Become Commercially aware

Handling late clients

The problem of late clients is a difficult one.  These late clients can range from  the regulars who tend to think they can get away with it, to new ones who are not used to your strict time keeping. 

Is there a solution for such behaviour and where do I start?

1: Have a policy in place

Without a policy you cannot set expectations. If you have a policy in place whereby the client is charged for a no show they will be inclined to take you more seriously and turn up on time. A policy of this kind sets the tone for both clients and staff.

2: Implement your policy

It’s easier said than done. Yet implementing your policy should become your priority. If it isn’t, it will not happen.

Warn your existing clients a month before you put your policy in place in order to set expectations.

Any communication with your clients should then contain your policy, whether you email them or they're sitting on your chair. The policy needs to be seen for anyone to take it seriously.

3: Train your staff

Handling late clients can be very awkward. Ensure that some training is in place to avoid confusion.
Everyone has their own way of dealing with late clients, what matters is the message you put across.

A confirmation text message is a great way to prevent lateness.  An even more efficient and personalised service is to call each client as well - this way they can tell you directly whether they need to change their appointment. This is also a good way of up-selling other treatments.

4: List of the offenders

A list needs to be set up in order to find out whether there is a pattern of behaviour from certain clients. Without a list containing date, time and reason, you might make unfounded accusations. It also enables you to check what happens when you're not in.

5: Follow up

The only way the policy will function is if there is a follow up.  Of course we can be more lenient if something has occurred that's out of the customers control. However, after the 2nd offence, you should be talking to them and discussing their lateness. It's a business after all and they need to understand the importance of your policy.  After the 3rd time they should be asked to pay in full for their appointments. The likelihood is they will stop their behaviour before it comes to that but your aim in applying such a policy is to ensure you have respectful clientele.  Otherwise things can become both chaotic and frustrating!

The follow up on the offenders has got to be your priority. Think of it as a way of training your customers to behave the way you want them to. Your staff will follow that too if you take it seriously enough.

Late clients can be detrimental to your business and generate a very negative atmosphere. It's important to assess what you want to do and ensure you focus on it fully over a period of 6 months minimum. After that It will become common practice.


Valerie Delforge - Founder and CEO of Delforge + Co

Judge, Key Note Speaker, Commercial Trainer & Coach for the Beauty Industry

Become Commercially aware