Ever wonder why some salons always seem packed while others struggle to fill their chairs? The answer might be simpler than you think.
In this video, we’re pulling back the curtain on powerful salon rebooking techniques to get clients back on the books before they leave every time. You’ll discover how one clever (and thriving) Swedish salon uses their unique strategy to keep clients coming back and boost their retail sales.
Curious about how you can apply these insider tricks to your own business?
Watch the short…
…or watch the full video of episode 15 of our Marketing 100 series.
Alright, let’s dig into my favorite tips for mastering rebooking.
The Statistical Benefits of Salon Rebooking
In the salon industry, consistent client visits are the lifeblood of our business. But here’s the thing:
Clients who book their next appointment before leaving are significantly more likely to stay loyal and visit more frequently.
Why? Commitment.
Because you’re not leaving their next visit to chance (or worse, to your competitors). You’re taking charge of their beauty journey, and trust me, they’ll thank you for it. Committing to that next appointment before they’ve even left sets a plan in place and reinforces the concept of a relationship.
Salon Success Through The Swedish Samotsoh Strategy
Let me introduce you to a rebooking strategy from the Samotsoh salon in Stockholm, Sweden. Their approach is so simple and unique it’s worth a deep dive.
The Samotsoh Promise: “You’ll Never Look Ugly”
Samotsoh’s rebooking strategy is built on a simple yet powerful promise: their clients will never look ugly. How do they achieve this? Through a combination of strategic booking and free touch-ups. Here’s how it works:
- Extended Booking Intervals: They book out clients for longer intervals (up to 12 weeks for some services) based on how long the stylist knows the style will last.
- Free Touch-Ups: Clients can come in for a quick, free touch-up between appointments. This might be a fringe trim or a quick restyle, usually taking just 5-7 minutes.
- Flexible But Committed: Clients know they have this option, creating a sense of security and loyalty, even if not everyone uses it.
The results? Impressive. According to Tomas, the salon owner:
- Every second touch-up visit results in a product sale of about $40.
- These quick visits are the “best 7 minutes in your business” in terms of profitability.
- It creates a larger, more loyal client base.
- Clients appreciate the honesty and skill behind this approach.
Client Psychology and the Perception of Value
The Samotsoh approach taps into several psychological principles:
- Perceived Value: Clients feel they’re getting more than they paid for with the free touch-ups.
- Peace of Mind: Knowing they can come in anytime eliminates the fear of a bad hair day.
- Loyalty Through Care: The salon demonstrates ongoing commitment to the client’s appearance.
- Word-of-Mouth Marketing: Clients talk about this unique service, attracting new customers.
Tip: Watch part 7 of our video series with Tomas for more details on how a pro rebooks salon clients:
A Step-by-Step Guide to Mastering Salon Rebooking Techniques
Now, I know what you’re thinking. “John, I’m not a salesperson!” I hear you, and I’ve got good news: you don’t have to be. Here’s how to make rebooking feel natural and client-focused:
1. Start the conversation early: Don’t wait until your client is ready to check out. Begin planting the seeds for your longer-term vision for their hair during the appointment.
2. Be the expert: Think of yourself as their beauty doctor. You’re not selling, you’re prescribing the best care for their hair or skin.
3. Create a plan: Before and during the appointment, talk about what you’re doing today and what you want to achieve in future appointments. This shows you’re invested in their long-term results.
4. Be specific: Instead of a vague “See you next time,” say something like, “I want to see you back in 6 weeks. We’ll touch up your roots and throw in some highlights to brighten up your face for summer.”
5. Make it easy: When you get to the counter, take charge. Suggest a specific date and time for their next visit. Encourage them to get their appointment on the books now because you’re already getting filled up for that week, month, or season and you want to make sure you can get them in.
6. Offer flexibility: Remind clients they can easily reschedule via your booking software or by calling. This reduces the pressure and makes rebooking more appealing.
Adapting the Samotsoh Swedish Rebooking Method
Intrigued by Samotsoh’s approach? Here’s how you can adapt it for your salon:
Extend Your Booking Intervals: Be honest about how long your services truly last. Book accordingly, even if it means fewer visits per year.
Offer Free Touch-Ups: Introduce a free touch-up service between appointments. Start with a 5-10 minute slot.
Educate Your Clients: Make sure every client knows about this service, even if not everyone uses it.
Focus on Retail: Use touch-up visits as opportunities for product recommendations and sales.
Build a Larger Client Base: With extended intervals, you can serve more clients. This reduces risk and encourages word-of-mouth marketing.
Emphasize Honesty and Skill: Be transparent about why you can offer extended intervals. It builds trust and showcases your expertise.
As Thomas says, “Nothing is wrong. Everything is right if it’s right for you.” Adapt this strategy to fit your salon’s unique style and clientele.
The Success Factors of Salon Rebooking
Let’s break it down:
- You’re building trust by showing you have a long-term plan for your clients’ beauty goals.
- You’re demonstrating your expertise and care, which clients crave.
- You’re making their life easier by taking the guesswork out of when to book next.
People appreciate when their options are made simple. By taking the lead, you’re not being pushy – you’re being prescriptive and taking the guesswork out of their next step.
↓ Pin it for Later ↓
Tip: Think about rebooking as part of a larger value proposition. For instance, the Samotsoh salon has a mission: “Clients should never feel ugly.” They offer free touch-up services between appointments implies care, keeps clients coming back, and boosts retail sales. It’s about creating an ongoing relationship, not just scheduling appointments.
Salon Software to Enhance Your Rebooking Process
Ready to level up? Here’s how technology can help:
1. Use booking software: Tools like Mangomint make scheduling a breeze and can even send automatic reminders.
2. Track your success: Pull reports to see your rebooking rates. Mangomint’s business intelligence reports can show you the percentage of clients who book a new appointment within 24 hours of their last visit so you can track your success.
3. Automate follow-ups: Mangomint’s new “flows” feature lets you set up automations. For example, you can automatically send reminders or special offers to clients who didn’t rebook and recapture those missed opportunities.
But remember, tech is a tool, not a replacement.
We should totally be doing all the [methods] that we talked about, but leveraging tech—like the flows feature in Mangomint—to automate and just get that bit of extra support, is certainly a smart call as well.
Shifting Perspectives on Rebooking and Value Creation
Here’s a mindset shift that’ll change everything: You’re not just booking appointments. You’re elevating the value you provide.
Rebooking is about elevating how you think about your work and the value your business delivers. When you approach it this way, the conversation becomes natural and obvious during the appointment.
Start Your New Salon Rebooking Strategy with a Practical Guide
1. Practice your pitch: Craft a comfortable, natural way to discuss future appointments during services.
2. Train your team: Share rebooking strategies and track individual success rates. Use business intelligence reports to show each team member their rebooking rate – not to shame, but to motivate and educate.
3. Use technology: Implement a full-featured booking software like Mangomint that offers email and SMS automation features to support your rebooking efforts.
4. Follow up: For clients who don’t rebook, have a plan to reach out and reconnect. Use tools like automated flows to send reminders or special offers.
5. Be specific: When suggesting the next appointment, be confident and specific. For example: “Looking at the calendar now, I have an opening on Thursday at this time. Would that work for you?”
The goal isn’t to pressure clients – it’s to provide the best possible care and results. When you approach rebooking from this perspective, everyone wins.
Overcoming Rebooking Hesitations
If you’re just starting out or worried about implementing a strategy like Samotsoh’s, remember Tomas’s advice:
You shouldn’t be so afraid of losing something you don’t have.
By offering more value, you will likely see your business grow, not shrink. It’s all about honesty, skill, and putting yourself in your client’s shoes.
Your Next Steps for Rehabbing Rebooking
Your clients are waiting. Make booking their next appointment a no-brainer.
Want to make rebooking easy on you? Try Mangomint free for 60 days on us and take advantage of tools like automated emails and text messages, rebooking reminders, and the best online booking experience we’ve ever tested at The Salon Business.
Next, check out this episode of my video series on building client loyalty with Tomas of Samotsoh Salon.
Stay tuned for 85 more game-changing tips in Marketing 100, our Marketing Strategies series, and subscribe to our YouTube channel to catch new videos every week.
