Attracting new customers is a critical process of our business for continued growth. I guess you could even go so far as to say that attracting new customers is the lifeline of our salons & spas.

We are always looking for new ways to bring in new life into our business. The truth is, small businesses spend a great deal on marketing and advertising to attract and allure those new customers through the doors. And the reality is we are spending so much of our time, energy and resources on attracting those new customers, we often lose sight of how much those new customers are costing us.

What is the value of that new customer?

Let me assure you, in one way or another attracting that new customer is costing you something!


We are often so focused on attracting new customers that we end up dropping the ball. We assume that the new customer’s first experience in our salon/spa was perfect and now we can classify them as a customer. The reality is that 68% of customers don’t return because of employee indifference.

You do the math, you have just spent your time, energy and dollars attracting this new customer, but did you keep them? Did you meet their expectations; will they return? We can’t assume they had a perfect experience. We can’t assume they will be returning. In other words, we can’t ASSume!


One sure way to make certain these new customers had a wow experience is by simply asking them! Yes, it is truly that simple!

There are many approaches to asking newly acquired customers how their experience was at your salon/spa. Maybe it’s a personal phone call or an email/mailed survey. What matters here is that you take the time to discover how their first experience truly was and whether or not it met their expectations (or hopefully even surpassed them). Whether your approach is a personal phone call or a survey be certain that you included the following areas:

  • The level of customer service they received from the front desk team, booking their appointments, checking out, etc.
  • The level of services they received from their service provider. On a scale from 1 – 10, how would they rate their service experience? Did the service provider meet their personal needs and wants?
  • The overall salon/spa environment. Was the salon/spa inviting, welcoming, clean, comfortable?
  • What did they like most about their first experience in your salon/spa?
  • What did they like least about their first experience in your salon/spa?

To help you with this follow up, we’ve created a helpful script for new clients.


Once you have received the feedback, it’s equally important that you act on any negative feedback. This is your golden opportunity to win a client for life! It’s important that the salon/spa and the entire team embraces constructive feedback and continually works toward improvement.

We hope you enjoy this script!

If you need help maximizing the tool or if you want some customized strategy on improving your salon’s level of performance, sign up for a complimentary 30-minute strategy session with an Empowering You Coach. We’d love to dig in deeper and get to know you and your business.