Regular clients: how to turn a first visit into a habit

Winning a new client is the most expensive part of running a salon: ads, time on social media, a first visit where you don't know each other yet. So the key question isn't "how do I get more new clients?" but "how many of them come back?".

A simple calculation: a client who comes every four weeks and spends €40 each time brings in about €500 a year. Ten clients like that — €5,000 a year that you only paid to attract once.

1. The first visit starts with a conversation

The first five minutes matter more than they seem. Ask:

• what the client would like — and what they wouldn't;
• what they didn't like at their previous salon (the best information you'll ever get);
• how often they plan to come.

A client who was listened to comes back more often than one who simply got good work.

2. Tell them when to come next

Most clients don't know when they need their next visit. They wait until "it shows" — and then look for a free slot wherever they can find one fastest. A professional recommendation changes that:

To keep your nails looking neat, I'd recommend coming back in 3–4 weeks.

It's not selling — it's advice the client is paying for.

3. Book the next visit before they leave

This single habit has the biggest effect. While the client is still happy with the result, offer a specific time:

Three weeks from now is Thursday at 6 pm — same time as today. Shall I book it?

A specific offer works better than "message me when you want to come". If the client doesn't know their schedule, book it provisionally and say it can be moved any time.

4. A standing slot — "their" time

Some clients value consistency above all: every third Thursday at 6 pm, always with the same specialist. Book the whole series at once. The client no longer has to think about booking, and you know your workload months ahead.

5. A personal reminder when a client doesn't return

If the recommended interval has passed and the client hasn't booked, write to them. Not an ad — a personal message:

Hi Eva! It's been a month since your last manicure — would you like to book? Next week I have free slots on Tuesday and Thursday.

Often the client simply forgot or was waiting for a reason. The message is that reason.

6. Remember the details

Which colours you used last time, that they like tea without sugar, that they were preparing for a wedding. Note it on the client card after the visit and look it over before the next one. A client who's remembered feels like "one of ours", not "just another".

7. Small surprises instead of discounts

Discounts train people to expect a lower price. Small surprises build a relationship:

• a free extra care step on every fifth visit;
• a sample of a product that suits their hair or skin;
• first pick of December slots.

8. Consistency — in quality and in timing

Regulars come back because they know what to expect. If sometimes they wait 20 minutes and sometimes the result is different, they start looking around. Lateness and no-shows hurt both of you — we covered how to reduce them in our article on no-shows.

How to measure it

Two numbers worth checking every month:

• how many clients booked their next visit before leaving (aim for more than half);
• how many new clients came back within 60 days.

If the second number is low, the problem isn't your advertising — it's the first visit.

How to do it in edapi

• When booking a regular in the calendar, choose "Repeat regularly": every 1–12 weeks, up to 24 visits. The system shows in advance which dates clash or fall on days off, and books only the free ones.
• You write a personal message to a client from their card — their reply comes straight to your email.
• For a newsletter you can choose the "Not visited for a while" audience (over 3 months) — for clients who have agreed to receive newsletters.

What to do tomorrow

1. Note the recommended interval for each service.
2. This week, offer every client their next visit before they leave.
3. Pick 5 regulars and offer them a standing slot.
4. Find clients who are past their interval and send them a personal message.