The Fortune Is In The Follow Up

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Your salon isn't just losing clients—it's missing the fortune hidden in those final moments after they leave your chair. That stunning statistic reveals the hard truth: 76% of new clients vanish after their first visit, not because your service disappointed them, but because you disappeared from their lives.

The magic happens in what we call "the last 10%"—those critical follow-up touchpoints most salon owners neglect despite executing everything else flawlessly. This podcast reveals how a simple "how's your hair holding up?" text message, a quick phone call, or a handwritten note can transform your business by communicating something profound: we noticed you, we value you, you belong here.

We break down the transformative 3T Method—Text, Talk, and Touch—that creates meaningful client connections without feeling pushy or sales-driven. Think of building client loyalty like dating; you wouldn't propose on the first date! Similarly, we share our proven four-visit strategy that systematically turns first-timers into forever clients through strategic touchpoints that feel personal rather than promotional.

Remember that viral Extra gum commercial where the guy doodles memories on gum wrappers before his proposal? That's exactly what your follow-up system creates—emotional touchpoints that make clients choose you repeatedly in a sea of options. Whether you're struggling with retention or simply want to enhance your already successful salon, these practical systems will help you create the consistency, connection, and chemistry that turns casual clients into your biggest advocates. Ready to stop letting potential dream clients slip through the cracks? Your legacy isn't just in great hair—it's in how you make people feel seen.

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Episode Transcript

Speaker 1 (00:01):
Let me ask you something.
How many moments have slippedthrough your hands?
Quiet, easy to miss, momentsthat could have changed
everything?
Today's episode might be onethat you didn't know.
That might sting a little,because chances are you've had a

(00:27):
new client come in, fall inlove with their hair, laugh at
your jokes, tip like a queen andthen gone.
You check their name a fewweeks later, expecting a rebook
crickets.
You shrug, tell yourselfthey're probably just busy.
But deep down you know youdidn't follow up and that small

(00:50):
silence it costs you.

Speaker 2 (00:55):
So let's talk about the truth, about lost
opportunities.
We're going to rewind it back alittle bit.
Um, there I'm telling you astory that once upon a time
there was this client back alittle bit.
Um, there, I'm telling you astory that once upon a time
there was this client let's callher Jessica Um, and she was a
sunshine in a chair.
So if you've ever had someone,you're like, oh my gosh, I just

(01:15):
wish I had more clients likethis.
This was Jessica.
She got full color, cut theworks, she loved it.
She even posted a selfieafterwards raved, and I thought,
man, a selfie afterwards raved.
And I thought, man, jessica'sdefinitely coming back.
But guess what?
She never did.
And it wasn't because we messedup the service, it wasn't
because she found a betterservice provider, but because,

(01:35):
like we as a company, actuallyvanished, vanished, you know.
If you think about vanished,like poof, you're gone, right.
And so it was easier for her tomove on, easier to assume that
the job was done.
And that's exactly how goodsalons become forgettable ones.

Speaker 1 (01:54):
So true, you know let's talk about a couple of
hard truths which is only 24% ofnew clients come back.
That means three out of fourdisappear.
That number just shocks meevery single time.
And why does that happen?
Because most salon owners do90% of the work, but then skip

(02:19):
that last 10%.
But that last 10%, that iswhere the fortune is, that's
where trust forms, that's whereloyalty grows, that's where
referrals are born.
But it requires something easynot to do and that's where the
danger steps in, you guys.

Speaker 2 (02:42):
So let's here's a truth that, like most people
miss um, follow up Isn't pushy,it's actually personal.
So if you think about the wordfollow up, actually it comes
from the old word, word thatmeant to pursue, so it's not a
chase.
Let me say again, this is not apolice chase.
You're not going to be chasingafter clients.
It's not a pitch, it's apursuit of relationship.

(03:05):
So every thank you text withlike how's your hair holding up
every call, every handwrittencard it says like hey, we
noticed you, Um, we value youyou belong here.

Speaker 1 (03:24):
that is so good, you know.
It reminds me of you know, astory that Martin shared with us
that wasn't on our podcast.
So, martin, from Leicester, youknow.
He said a woman dined thereonce, just once you know.
But on her anniversary theyremembered her name.
They left a handwritten noteand a glass of champagne and

(03:46):
years later she still tells thestory and that's not because the
food was world-class butbecause the care was.
So I'll ask you what is yourglass of champagne?
Because champagne, becausetruly every salon has the
ability to deliver unforgettable.

(04:07):
Most just don't even act on itthat's so good.

Speaker 2 (04:12):
I've said that most don't most just don't even act
on it.
I love that you said that,lindsey, because that gets me to
thinking about what we like toto look at and view is called
the 3t method, so t as in tom,the 3t method, and that is um.
You know, something that we usein our salon company, something
we use with um our, ourcoaching clients as well.

(04:33):
It's text, talk and touch.
So this is what we like to calla writer down.
Well, it's text, talk and touch, so this is what we like to
call a writer downer.
So maybe you need to hit pauseand grab some paper or pen,
because it's definitelysomething like.
You want to make sure that youhave these three touch points
with every client so that youcan elevate that last 10% that
Lindsay had mentioned earlier.
So text, talk and touch, sotext.

(04:56):
That needs to happen rightafter the appointment.
You want to thank them, ask ifthey're happy.
If they're happy, get, send alink with a review.
If they're not happy, you couldsend a link with a that takes
them to a different place or askhow you can do better.
So that's going to be the textmethod of it and we like to make
these texts very personalizedtoo.

(05:16):
So it'll be like hey, this isJen from, you know, salon ABC
just wanted to check in and seehow your visit was.
You know, click here If you.
If you loved your visit, clickhere If you didn't click here.
So that personalized touchmakes them feel so much more
important to um.
The next one is the talk.
So talk is actually a quickcall, especially for new clients

(05:38):
or specialty services likeextensions.
Ask how their color is holdingup, make it very personal.
Um, you know, one thing we'vedone before too is like a
specialty service withextensions.
One time we called a girl tofollow up who was a new
extension guest, new extensionclient, and she's like it's just
something's pulling a littlebit.
She's like so I think I mighttake them out.

(05:58):
But as soon as we got her backin, there was just like one
little tweak that we could dofor her that made her love those
extensions.
So if we would have missed thatopportunity to follow up with
her through a phone call, likeshe may not still be the
extension guest or client thatshe is today.
So it's really important togive that quick call and then
the touch portion of it, and soI think this is where a lot of

(06:20):
times seems like it takes a lotof times, but it can be like the
most important aspect of it,and the touch part of it is like
a handwritten note.
It's a birthday surprise, it'sremembering what they told you
about their dog, their jobinterview or even their
daughter's wedding.
So don't overthink it.
Think like Nike, just do it.

Speaker 1 (06:41):
I love that, just do it.
That is great, that 3T method.
It is so simple but, like youmentioned, it's not easy.
Um, but if you just do it, man,that's where some magic happens
.
And so let's talk about.
You know truly how we canchange that statistic of you
know, only less than one out ofevery four people returning.

(07:02):
Because you know, let's behonest, building client loyalty
is a lot like dating, becauseyou don't ask someone to marry
you on the first date, right?
No, you warm them up.
You show them one to marry youon the first date, right?
No, you warm them up.
You show them you care, youcreate memorable moments, and
that's exactly how you build aforever guest.

(07:23):
So here's what that looks likein our world.
This is how we get them tovisit us four times and then
they'll likely be ours for life.
So, um, date number one wouldlook like you show up looking
cute and prepared.
You know you give them athoughtful little gift.
So this is where the welcomegift is presented.

(07:44):
Um, you know, and we alwaysrecommend giving 20% off retail,
you know, and that person isthinking, wow, they're different
because I got a gift on myfirst date and you know the
every other salon that I've goneto, I didn't get that Um.
So you're already standing out,but what you're teaching them
to do is to purchase retail fromyou.
So you're turning them intothat dream girl or guy for you.

(08:09):
And then let's talk about datenumber two.
This is where you go the extramile with something special.
So this is where you go theextra mile with something
special.
So this is where you do like afree brow shaping or
conditioning treatment.
You know something that reallymakes you stand out, so that
maybe they'll start like textingtheir friends saying I think I
found the one because you'rejust so much different than

(08:31):
every other person they've seenbefore, every other salon that
they visited before.
Yeah, and then, um, date numberthree so this is where you
surprise them with 20% off, anew service.
So it's like planning anunexpected adventure.
So they feel seen, they feelpampered and they feel excited

(08:52):
to keep exploring.
And what you're doing isteaching them to get multiple
services inside of your salon.
So it's a win-win, you guys.
And then, on visit number four,this is where you know you.
You seal it with a personalthank you and like an exclusive
VIP invite.
Maybe you tell them how tobecome a VIP on your salon or

(09:14):
just make them feel like a VIP.
So this is not just a I likeyou, this is an I want you in my
inner circle and just like thatthey're yours.
And it's not because ofdiscounts, but it's because of
how you made them feel.
And it's also not about thecoupons.
You guys like don't make itcoupon.

(09:34):
You know, stand out like say,hey, it's okay If I give you
this gift and you lose these, noworries, we're going to track
it.
We know to offer you acomplimentary service next time.
We know you'll get 20% off.
We know all of this stuff.
You know what it is is.
It's about consistency, it'sabout connection, it's about
chemistry and that is the magic.

(09:55):
You know that.
It's not about the coupons,it's about consistency and
connection.
You guys.

Speaker 2 (10:10):
So good.
I love that consistency andconnection.
You know that reminds me of um,uh for our gum lovers, chewing
gum lovers.
Um, if you've seen, uh the ad,um, oh gosh, what was the ad?
Do you know?
The gum extra one?
Oh, my favorite, sarah and one.
Yes.
So, um, at one time, if youthink about extra gum, um, they
were actually struggling alittle bit in business and so

(10:31):
they were like, okay, we've gotto come up with a way to make
ourselves increase again.
So you might even experiencethis as a salon owner, looking
at numbers and thinking, hey,our sales are down, how can we
get it to go back up?
That happens in lots ofbusinesses, right?
And so extra gum, you know theyactually went in and did a
campaign where extra is extra,so it means it's long lasting,

(10:52):
and he thought that was going tobe the winning thing.
So they created all thismarketing around it Extra is
extra, you know the longestlasting gum and still no results
.
But here's where the magichappened is, you know, the?
What they did is they actuallycreated almost like a love story
.
They made a love story out ofit and you know, no one ever
cries over gum Um, but this lovestory they actually um, the um.

(11:18):
The guy that's the in love withthe girl, actually doodles on
the wrapper.
So you know, if you unwrap apiece of gum, there's the
wrapper.
He's actually doodling memories, real moments, on that piece of
gum.
And then you know what he didis over time, I don't know they
they show it in the commercial.
If you've never seen that, youcan go to YouTube and watch it.
It's really great he.
He shows himself proposing tothis girl.

(11:41):
But when this girl walks intothis proposal it has all these
little cool gum wrappers thathe's doodled on over the years
for their moments and theirmemories.
And so you know, people didn'tjust respond to the product,
they were able to respond to thefeeling.
And that's your followup.
Their sales actually highlyincreased because they were able
to get to that emotional touchpoint of it Instead of just

(12:04):
being extras, extra.
They told that love story.
And that's the opportunity youget when you're following up
with clients is to make themfeel seen, make them feel heard,
so that when you go into thatstore that memory of seeing
extra gum is going to want tomake you buy extra gum.
So we get the opportunity to dothat in our salons every single
day.
So it's it's not just areminder, you know, it's a

(12:27):
moment that means something.

Speaker 1 (12:31):
I love that.
That, uh, that commercial isjust super moving and I think
what's really cool about it islike it starts out so simple and
sweet, like she drops her booksand he helps her pick them up,
and it's like you can feel thatconnection and as the viewer,
it's like you remember maybe amoment in your life where you
fell in love.
You know, and the same thinghappens in our salon.

(12:52):
Maybe it's like the first visit.
You're like man, this is great.
But then as your storyprogresses, like yes, he's
doodling, he's doing all thisstuff, but like you can almost
kind of feel there's a momentwhere they're kind of feeling
distant, like you can tellthey're on zoom it's, they're
not as like deeply woven as theyonce were.
Maybe life got a little busier.
That can happen in the salontoo.
You know, like when somebodyhas been a client for a while,

(13:12):
when was the last time youchecked in?
When was the last time you didsomething to make them feel
special?
You know cause it goes beyondthose first four visits.
And you know then when it endswith him with the proposal, like
, and then you seeing all thesememories, it's like wow, he did
care, you know, and so like us,you know I love because now I'll
, ever since seeing that I'llnever think of another gum

(13:33):
company other than extra everytime I go to the checkout.
Stand, you know which is whatthey were trying to do.
We can do the same thing, youknow.
Stand, you know which is whatthey were trying to do.
We can do the same thing, youknow, inside of our salons every
single day.
But I'm going to be honest Ifyou have been putting off your
follow-up system, if you havebeen telling yourself you'll do
it next week, if you'reconvinced that clients will come

(13:57):
back if they want to, you'renot lazy, you're just forgetting
the cost of waiting.
Build the system, assignsomeone to own it, track the
second, third and fourth visitlike.
Your future depends on itbecause it does.
You know we had a guest cancelthree times once and we could
have written her off.

(14:17):
Instead, we followed up with acard and a phone call and she
returned and became one of ourmost loyal clients and she
didn't need a new stylist, shejust needed to feel seen.
You guys.

Speaker 2 (14:33):
So good, she just needed to feel seen.
So we know we get it Like.
Salon ownership can be hard.
It is hard.
But if you didn't start thisbusiness to survive, you started
it to stand out.
You know to serve at a higherlevel, to care in a way that
most never will.
So care loudly, follow upboldly and don't let another

(14:56):
Jessica, like we talked aboutearlier, slip through the cracks
.
You know, the fortune isn'tjust in the follow-up, the
legacy is yeah.

Speaker 1 (15:08):
So thank you guys, so much for tuning into this
episode of salon success secrets.
If you want some greatresources, go over and check out
our YouTube channel, um, or ourwebsite.
We have all kinds of greatdownloads, but we just invite
you to share this episode withsomebody that you think could
take away something great fromit.

(15:30):
Another salon owner, um, butuntil then, go lead, go love and
go follow up, like yourbusiness depends on it, because
it does.