NOTES FROM Nergish

Esteemed beauty industry consultant & trainer, NERGISH WADIA-AUSTIN, shares how to build lasting relationships with your clients

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ABOUT NERGISH

Nergish Wadia-Austin is a highly regarded international hair, beauty, spa and wellness industry expert. She has been a consultant and business management trainer for over 40 years, dedicated to improving service and retail performance worldwide.

Nergish’s ability to identify and address business gaps, along with her commitment to high-performance team development and customer service excellence, make her a valuable asset for salons keen to boost revenue and improve operations. Her unique approach includes tailored training for leaders and nail, beauty and hair salon professionals.

Nergish regularly speaks at business events across the globe and is a judge for industry awards. She offers courses via www.hairandbeautyexpert.com and is CEO & founder of PHAB Service Stars: a measure of excellence for hair and beauty professionals.

Check out Nergish’s business management training courses at www.hairandbeautyexpert.com and apply for a PHAB Service Star at www.phabservicestars.com

/nergishwadiaaustin & /phabservicestars

@nergishwadiaaustin & @phabservicestars

In the competitive nail sector, building strong client relationships is key to success. Happy, loyal customers not only provide repeat business, but also serve as adverts, bringing in new clients through word-of-mouth referrals. Here are some effective ways to build lasting connections with your customers:

1. Deliver exceptional service.

Consistently providing a top-notch nail service is the foundation of a good tech-client relationship. From the moment a customer walks in, greet them warmly and make them feel valued. Listen carefully to their choices, offer personalised recommendations and work hard to exceed their expectations at every appointment.

2. Engage in meaningful conversations.

Take the time to get to know your clients beyond their nail preferences. Engage in friendly conversations, ask about their days and show genuine interest in their lives to build bonds.

3. Seek feedback.

Encourage clients to openly share their feedback. After each service, ask them if they are satisfied with the results and if there’s anything you can improve. Constructive criticism provides valuable insights for growth and shows your commitment to providing the best experience possible.

4. Offer a loyalty programme.

Implementing a loyalty programme is a great way to ensure repeat business. Offer discounts, free services or exclusive perks to clients who frequent your nail space regularly. Not only does this reward their loyalty, but it encourages them to return to earn additional benefits. Make sure that most points are given to them for recommending new clients.

5. Create a relaxing atmosphere.

Clients appreciate a relaxing and inviting environment in which they can unwind and enjoy their pampering sessions. Pay attention to the ambience of your salon, ensuring it is clean, organised and presentable. Play soothing music, offer refreshments and provide comfortable seating to enhance the experience, and pay great attention to your restroom facilities.

6. Encourage reviews.

Positive reviews can significantly impact your salon’s reputation and attract new clients. Politely ask satisfied customers to leave a review on Google or social media. Consider offering incentives, such as a discount on their next visit, as a thank you gesture for their feedback. If you have a loyalty programme, offer points for reviews.

7. Suggest rebooking before departure.

Before clients leave the salon, suggest scheduling their next appointment to secure their preferred time slot. This proactive approach not only ensures repeat business, but demonstrates your commitment to their ongoing care.

8. Stay in touch.

Maintain communication with your clients outside of their salon visits. Send personalised emails or texts to remind them of upcoming appointments, offer exclusive promotions, tell them about new seasonal nail shades or simply check in to see how they’re doing. Keeping the lines of communication open helps strengthen your relationship and reinforces clients’ loyalty to your salon.

Building client relationships is a continuous process that requires genuine care, attention to detail and regular communication. By prioritising exceptional service, asking for feedback and creating a hygienic and welcoming atmosphere, you can develop a loyal clientele.