By Ana Loiselle, Milady

How many times do potential clients call your salon asking for prices and as soon as you give it to them, they say "thank you" and then never make an appointment?

By giving potential clients your prices immediately, they do not have all the information they need to make the best buying decision. They often think they do. But I have found that asking relevant questions can help them see things they have not thought of.

Whether you answer your own phones or you have a front desk staff, your goal is to help customers make the best decisions they can. You do this by helping them understand how your services are unique, how you may differ from the competition, and how your salon will benefit the potential client. You want to develop a valuable business relationship with someone who wants and needs your services.

On the phone, first focus on discovering if this lead is a legitimate prospect. You discover this by communicating with the caller and learning about her. This requires you to develop some rapport and a relationship. It requires you to earn some trust from the potential customer. You do this by being helpful, open, honest, and friendly and not by controlling or manipulating the situation to meet only your needs. It also requires a service mentality and a long-term focus. By focusing on serving the other person, you help a relationship develop naturally. You give them a good reason to trust you. By having a long-term outlook, you understand that this person might not become a customer right away, but that's OK. If you help her and work with her, you have a much better chance she will do business with you at some point in the future.

Here is a sample script: (It's like doing a mini consultation over the phone.)

POTENTIAL CLIENT: "Hi. I was wondering how much it was for a full set?"

FRONT DESK: "Do you have a moment for me to ask you some questions? I want to make sure I am quoting you the correct price for your needs."

POTENTIAL CLIENT: "Sure"

FRONT DESK: "Do you have artificial nails on currently?"

POTENTIAL CLIENT: [answer]

FRONT DESK: "When was last time you had them filled?"

POTENTIAL CLIENT: [answer]

FRONT DESK: [Ask any other questions you think will help you learn more about the potential client. Then give an overview of what you would be providing. Make sure to include all the extras that your business provides, like hot neck wraps, free artificial nail removal, soft drinks, complimentary foot massages, etc. Here's your chance to really showcase how you are unique. Then ask them if they have any questions.]

POTENTIAL CLIENT: [answer]

FRONT DESK: [At this point, give the caller your price and ask, "Can I schedule you an appointment?"]

POTENTIAL CLIENT: "SURE!"

Remember being of service and focusing on the long-term will give you more quality customers who will stay with you and who will tell others about you.