Ask the expert: How can I prevent no shows in my spa or salon?

One of the most common questions I get asked by salon owners is how to handle and eliminate no shows.

The first question I always ask in return is “which part of this problem are you responsible for?” Most respondents will put total responsibility on the client and never on the salon. In my view that’s not quite how it works…

I know it can be frustrating when a client doesn't show up. But it’sa cop-out to put the blame totally on the client. Instead, I believe that you have to take more responsibility in helping your client remember and respect their appointment booking with you.

Today’s clients lead extremely busy lives and often have to juggle work and family routines. Although your treatments and appointments are a huge focus in your daily life, the importance of remembering a facial appointment can easily and unintentionally pale into insignificance in the hectic whirlwind world of your client. It’s up to you to do all you can to ensure that your client has their appointment in the forefront of their mind by keeping in contact with them with gentle reminders.

With existing clients, it is essential to re-book their treatments before they leave you. This not only improves your client retention and appointment planning but it also means that you can confirm correct details on an appointment card for your client’s safe keeping.

But remembering such appointments can be a big ask considering that they made have been made six weeksin advance. When we look at things from our client’s perspective we can understand a lot better why he or she might forget their appointment.

The good news is, there is much you can do to prevent missed appointments. Here are some tips to help reduce this problem:

• If a client telephones to make the booking, reiterate all of the details back to the client and then either text or email a confirmation.

• You must have some contact with clients at least 48 hours before their appointment. This can be a friendly phone call or a quick text or email reminder. Many software programmes now can automate this process for you.

• Staying in touch by sending salon news and updates also keeps your business at the forefront of the client’s mind.

• Make sure that you have a written cancellation policy in place as a deterrent. But personally, I feel it is hard to impose such a policy, unless your services are very unique. You can easily lose a client if they think they have incurred charges on their account, and they will simply move to another salon. My advice would be to give your client the chance of missing one appointment as a gesture of goodwill. Then if it happens again, simply explain how you love looking after them, and wish to continue to do so in the future, but that you will need to take payment in advance. If they refuse, then they will most likely “re-offend” – so let this client go.

• A pre or part payment booking system is a fantastic way to eliminate no shows. This is easily implemented if you have an online booking facility.

No shows could be a thing of the past with focused action on your part, but you need to be totally consistent about your cancellation process throughout the year, and not just when it is disrupting busy times of the year.

Susan Routledge has been involved in the beauty industry for 30 years and has won over 10 national business awards for her expertise. Susan will be speaking on the elimination of no shows at Professional Beauty GCC’s Beauty Conference 2017 taking place at They Meydan Racecourse on 6 & 7 February 2017