When you’re trying to lure back clients you haven’t seen in a while, what kind of offers prove most tempting? According to Jill Wilson, a nail tech and the Summit Salon Business Center consultant for the nail department, your optimal incentive is either a 50% discount or $20 off your usual service price. “I suggest sending out hand-written ‘miss you’ notes,” she says. Your note might read: “I haven’t seen you in a while. You’ve been missed. Come back and receive 50% off a service with me. I hope to see you soon!” “Keep it simple and include a 50% off certificate with a four- to six-week expiration date. This creates a call to action,” she says.
Wilson’s recommendations have been honed by years of consulting with salons. “I’ve seen that most salon professionals get a 50% or more return of guests from ‘miss you’ cards when the offer is 50% off or $20 off a service,” she says. If you offer a discount on a specific service, like a pedicure, she suggests you offer the discount on an upgraded pedicure. “Your guest will get to try something new and you will recoup more of your money after the discount,” she notes.