Daily Task: 15 minutes
Mine your leads. Instructions here.
Project Focus: LEG
This week, we’re helping your clients use your service more often.
Yesterday, we produced and published content on why a client should come more often.
Today, we’re going to start a subscription model.
We want to set up a system where clients are automatically billed every month for your service. This flips the script, from waiting for them to decide to book (and then pay) to having them pay automatically, which pushes them to book.
This is a new idea for many service industries, like hairdressing, but has really caught on for other services, like lawn care and snowplowing and personal training, in the last few years. The primary benefit isn’t a discount to the client. It saves them time; doesn’t leave them panicking at the last minute; secures an appointment for them in advance; and might get them some other priority services.
Choose your most popular service. I’ll use a hairdresser as an example.
1. Define Membership Tiers
Create different levels of memberships that cater to various client needs. For example:
- Basic Membership: Includes a haircut and blowout once a month.
- Premium Membership: Includes a haircut, blowout, and color touch-up or conditioning treatment.
- VIP Membership: Includes multiple services such as a haircut, color, and unlimited blowouts or styling.
Tailor these packages based on the most popular services, encouraging clients to visit regularly to make the most of their membership.
2. Set Monthly Pricing
Price the packages attractively so that clients perceive they are getting good value by signing up for the membership. Offer a slight discount compared to paying for individual services to incentivize the membership commitment.
For example:
- Basic Membership: $60/month for a haircut and blowout (compared to $70 if purchased separately).
- Premium Membership: $100/month for a haircut, blowout, and treatment.
3. Include Perks and Incentives
Add exclusive perks to memberships that make clients feel they’re getting extra value, such as:
- Priority booking.
- Discounts on additional services or products.
- Free touch-ups between major services (e.g., fringe trims or glossing treatments).
- Access to special member-only events or promotions.
- Automated delivery of haircare products to their home.
4. Automate Billing
Use a salon management software that supports recurring billing. Many platforms offer the ability to set up auto-billing for memberships, ensuring that clients are charged automatically each month. Some popular options include:
- Mindbody or Vagaro (for fitness and beauty services).
- Square Appointments (with membership and billing capabilities).
- Fresha (a salon booking system with integrated payments).
These systems can also automate receipts, track membership details, and send reminders to clients when their memberships are due for renewal or upcoming appointments.
5. Offer a Seamless Sign-Up Process
Make it easy for clients to sign up for the membership, either online through your website or directly in the salon. Your booking system should allow clients to enroll, input their payment information, and choose their membership tier in just a few clicks.
- In-salon: Train staff to explain the membership options and encourage sign-ups during checkouts or consultations.
- Online: Promote membership options on your website and social media, with direct links to the sign-up page.
6. Market the Membership
Promote the benefits of the membership program through all available channels:
- Display posters and brochures in the salon.
- Send email campaigns to current and past clients with special offers for joining.
- Post regularly on social media, highlighting the savings and perks of being a member.
7. Flexible Terms
Allow clients to sign up for a minimum term (e.g., 3 or 6 months), after which their membership continues on a rolling month-to-month basis. Offer the option to pause the membership (e.g., if they’re going on vacation) or allow limited cancellations with advance notice, making it a low-risk commitment.
8. Track and Reward Usage
Encourage frequent visits by offering clients points or rewards for attending more than the standard membership services. For example, if a client on the Basic Membership comes in for an extra blowout, they earn points toward discounts on products or other services.
9. Offer a Trial Period
To get more clients into the program, consider offering a month where a client can try the program without committing. This should not be free, but might give them a low-risk option experience the convenience and value of the program.
10. Monitor and Adjust
Regularly assess the performance of the membership program by tracking how many clients sign up, how often they visit, and how profitable it is for your salon. Use this data to tweak pricing, services, or perks as needed to ensure both clients and the business are benefiting.
By creating a clear, well-structured membership program that provides convenience, value, and extra perks, a hairdressing salon can increase client retention, boost visit frequency, and generate steady, recurring income.
