Loyal Clients Don’t Cancel!

This article was originally published in HairBiz, Year 9 issue 6.

Have you ever taken a close look at the effect that last-minute cancellations and no-shows have on your business?

Have you taken the time to ask your client what is the real reason they cancelled or worse still didn’t show up at all [Note | the reason behind the cancellations and no-shows]? Do you send SMS confirmations, and yet they still cancel or don’t show up?

Gone are the days when salons could afford a full-time receptionist to manage the appointment book. Salons of today are employing fewer apprentices who would also help with managing appointments. Even maximising technology with SMS and email does stop clients cancelling.

We know it costs the salon valuable dollars whenever a client cancels.  We can’t fill that spot at the last minute, but there is another cost to your business. That’s an emotion cost on the stylist.

If you don’t reduce the cancellations and explore why it’s happening, you will continue to get more cancellations, and your business will not grow into the next decade.

We know clients get sick, get called into work, babysit when the sitter doesn’t show up, and panic when an unexpected bill arrives, but what you don’t know is, with changing customer habits, it’s becoming more acceptable to cancel, and this is affecting your business both financially and emotionally.

Let’s look at cancellations...

There is nothing more satisfying to a salon owner or stylist than to look at their appointment column and see it back-to-back with great clients. The energy for the day ahead is exciting, and stylists can see bonuses within reach! You have worked hard at educating your clients to rebook, and the reward for the salon is more than a full book. It’s a proof that you are a success and providing a great experience that your clients love. Computer systems today can show you a future value report and see the value in dollars your column is worth. I can go as far to say that by using this report as an incentive, you can motivate stylists to strive even harder on any given day by upselling retail and treatments for extra bonuses.

Then the phone rings, and you hear the person on the other end of the phone say, “I had an appointment today, and I have to cancel it!”

It’s what happens in the next 30 seconds that is critical. Most stylists get it wrong. In my survey of salon stylists, the very first words the stylist say when a client says they have to cancel, in their sweet understanding voice is, “That’s OK.”

 The fact is it’s not OK.

We then say, “When can we reschedule your appointment for you?” and maybe half of your clients will reschedule, but it still leaves a gap in the day, and then there are those that don’t reschedule.

This very act of not rescheduling tells you something may not be right in your business.  (More about this later).

We are heading into the busiest time of the year, and your salon will be approached by new clients looking for salons to go to for their new summer cuts and colours, and your existing clients who don’t want to miss out on their appointments either. 

Now is the time to work on reducing cancellations so you can maximise your appointment book and not turn anyone away.

It is possible to reduce cancellations with clear systems, scripts with what to say, and education around how to do it that will lead to loyal clients and happy, dedicated, secure, confident stylists.

Here are a few tips on what you can do to instantly improve the possibility of a client not cancelling:

It all starts with when you are making the booking in the salon.

• State clearly, “We have a booking system to help you secure your next appointment so you can lock in the time that best suits you, and we can allow the correct amount of time to give you the best service and style possible with Libby.” (The words lock in and secure anchor in the brain and can’t be changed!)
• Once made, it is clearly written on an appointment card and shown to the client repeating the day, time, and service plus the stylist’s name (and a smiley face helps). I suggest your card says a 48-hour notice is required should you need to cancel or change your appointment or a charge of $50 will incur. (This builds a personal connection with the salon, and good loyal clients are reliable and value your effort and won’t let you down) Booking into a phone is not always personal enough.

If it’s over the phone

• Talking with a new client, assuming they have been recommended by a family member or friend:
  • “Thank you so much for trusting us with your hair. we are looking forward to meeting you. Who did you say recommended you? I will thank her/him.”
  • “Before we make your appointment, can I ask you a few quick questions about you so I can allocate the correct amount of time? (this shows them commitment from you to get the best possible time allocated, and they won’t want to let you or their friend down by cancelling or not showing up) then go through what service they are requiring and finish by repeating the same line above.  
  • “Great, I have locked in your appointment with plenty of time to give you the best service and style possible with Libby.” . (the words lock-in and plenty of time, anchor in the brain can’t be changed!)

When a client calls to cancel

• Don’t say, “That’s OK.” So what should you say?
  • “That’s a shame. Is everything all right? I was looking forward to seeing you today. I can fit you in a bit later today or tomorrow if that helps.”
  • “When can you get here next so I can book you in now?”                                             

When you say it this way, it might feel like you are being pushing at first, but the message to your client is, “It’s not OK to cancel, so I will rebook you in now,” and the client most likely will not cancel again. It breaks the pattern.

This is where careful systems, scripts, and training for you and your team are critical. 

• When they don’t want to reschedule, it’s a whole different script, and this is where the greatest learning about your business success lies. When you hang up that phone from that client that has called to cancel and does not want to make another appointment just now, you may miss vital information that can potentially improve the very future success of your business if you don’t ask why.         
• The script goes like this, “Would it be OK if I give you a call in a day or so and make your next appointment?”
  • If yes, take down their number and diarize to call them.                                          
  • If they say no, the next line is, “Can you tell me how you felt about your last salon visit?” from here you need to be skilled as to how to gather information and learn more about what is was that led them to cancel. Whether it is a customer service issue, price and value issue, or poor technical skills that made them decide they might look around for a new hairdresser. This information once gathered can then be put into a report and a staff meeting held to address any improvements.

We work in a very personal industry, and the relationships between owners, stylists, and clients must be built on openness, honesty, and trust. Nobody likes to feel like they did something wrong, but the fact is we are always learning how to do things better, and if we can’t get our clients to tell us why they either left, didn’t show up, or cancelled, we cannot improve.

I started with saying there is an emotional cost when clients cancel and don’t show up. When we don’t talk about the feelings we get when we do get stood up and, as a result, become disappointed, angry and insecure, how we can improve in this area? It can create a wedge between the team and the owner.

Training in this area is critical before you start calling those clients that didn’t turn up if you want them to tell you the truth.

The good news is I am here to help educate and implement scripts and systems that will act like income protection to you and your salon. Let’s reduce cancellations and build a salon business of loyal stylist and clients that value what you offer, and they won’t cancel or stand you up!

Loyal Clients don’t cancel!

If you would like me to help you and your team grow your business, contact me at libby@liberatedbusiness.com.au or sign up to my weekly email for business tips.

Regards,

Libby