Why Your Facial Clients Aren’t Rebooking — What Estheticians Should Fix Next

Most estheticians think they need more clients.

But what if the real problem is that the clients you already have aren't coming back?

In this episode, I sit down with Katie, a lash artist and esthetician who recently moved her business and is trying to grow her facial clientele. Like many estheticians, she thought she needed more marketing and more new clients.

Instead, we uncovered something bigger.

We talk about why tracking your rebooking percentage matters, how to create a client journey that keeps clients coming back, the first 100 days of the client experience, and why client retention should be fixed before spending more time trying to get new clients.

If you've ever felt like you're constantly chasing clients, this episode will help you figure out what to focus on first.

In this episode:
• Why rebooking is more important than getting new clients
• The number every esthetician should track weekly
• How to create a client journey that increases retention
• The first 100 days that determine whether a client stays or leaves
• Simple ways to improve the client experience before and after the appointment
• How referrals and local partnerships can help grow your business

If you’re booked but not making money, you need to start with your numbers.
Download my FREE  “Diagnose Your Business” tracker in the show notes and I’ll show you exactly what to track.

Are You Ready to fix this in your business?

Apply for a free Business Breakthrough Audit:

https://forms.gle/Jkr27yUb6n6PYcba7

Transcript

Welcome And What We Fix

Kari Jo 0:02

Welcome to the Esthetician Podcast, the podcast for aestheticians who are tired of working nonstop, feeling stuck in their business. Hey, I'm Kari Jo and I'm an esthetician of 20 years. I built and I sold my aesthetics company after learning the business side that nobody ever teaches us. And each week we are going to figure out what is actually happening in your business and what to fix first and how to build a business that actually is going to give you more freedom, more profit, and most importantly, more peace. So let's get into today's episode. Welcome back, guys. Today we have Katie on the podcast. She filled out our breakthrough audit form. And so we're gonna dive in and see what she's struggling with and what we can help her accomplish to move her business forward. So, Katie, thanks for coming on the Esthetician Podcast.

Katey 0:57

Hi, Carrie. Thanks for having me on the podcast.

From Electrician To Lash Business

Kari Jo 1:00

Okay, tell me a little bit about you and your company, how long you've been in business, all of that.

Katey 1:06

Okay. Um, well, I actually started my business about 11 years ago now. I used to be an electrician, and then I actually took a lash course because I just needed some extra income after I bought my first house. So I was like, need a side hustle. So that's how I got into it, and then I started lashing, and it wasn't easy to begin with. I was like, oh my god, I'm never gonna get my money back from this course. Um, but I'm stubborn, so I suck it out, and then within six months, um my lash clientele grew. I don't know, um, lashes were kind of booming. So I suck that out, and at some point I was like, if I did this full time, I could easily double my income as a lash technician over an electrician. So I resigned from my job and I went both feet in as uh a lash tech and I just built my business. I worked from home solely right from the beginning. And um I did that. This was before I had kids. I have two kids now. Um, so I did that and I worked all hours, all days, like I feel like most aestheticians do at the beginning. And then I had my first daughter. I started working less hours because, well, you're a mom and you need to be home in the evenings and on weekends. So I worked when I had childcare for her essentially, and then um growing further into the business. Well, then COVID happened, and I don't know exactly where you're located, but it was illegal for us to work here like three times. So that was challenging. Um, and right before COVID hit is when I was looking into lasers and buying a laser. Thank God I didn't buy it before COVID because that would have been a painful not working time. After COVID, I did go ahead and purchase my first laser. Um, a little bit backwards into things, I was like, oh yeah, why wouldn't I buy it? And it was like a $60,000 machine. Um, and I just I really wanted to do laser hair removal. So I did that, and then I realized how much I didn't know. So then I went and took my medical esthetician training um locally here. And then I was like, I love the skin. So that would have been, I think, three and a bit years ago now, just over three years ago, that I did the medical esthetician training. Um and from there I've been trying to grow that side of my business. So 11 years into lashing, that's like can do it blindfolded in my sleep. Um, and getting that like return clientele has been the foundation of my business because anyone that does lashes knows you're coming back every two weeks or you're gonna be miserable. Yeah. Um but growing my other side of the business has been so much harder. Um, and I so much less confidence behind it as an aesthetician compared to lashes. It's a very different amount of knowledge you need to know. Um, so that's where I am now, and I have moved my business four times. So, my now biggest thing, this is where I am staying. I still have a home-based studio, and um, I'm in a smaller community now. We just moved here about five months ago. So I am rebuilding again and hopefully for the last time.

The Move And Client Drop-Off

Kari Jo 4:42

You just said that you moved. So are you still in the same town, just a different location? Or did you like move, move?

Katey 4:49

15 minutes, but it's on the highway and winters suck here. Um, this winter's been especially long. So it I did definitely lose some clientele when I made that initial move. And then as winter hit, I dropped a few more of my regular clientele. Um, so I definitely felt it with this move, even though it's only like 15-ish minutes from my old location.

Kari Jo 5:16

So I had you fill out a form. What would you think is the one thing that would help your business right now?

Katey 5:23

Really chatty, raving clients to get me more clients.

Kari Jo 5:29

Yes, I get that. Yeah, and that is what you you did put. You're like finding new clients and rebooking and things like that. So, okay, I want to jump into. I was I also asked if you were tracking any numbers. The one that you said that you track is your average ticket, right? Yes. Do you ever track your rebooks?

Katey 5:51

Um, no, no, I don't. I do have to admit, I did create an Excel thing after listening to some more of your podcasts. And I'm like, okay, I need to track some more stuff. So I did create it and I put in some numbers, but that wasn't even one of the numbers on there.

Kari Jo 6:10

So okay, okay, that's okay. Um, and then tell me about like your clients that you have right now. Are you seeing clients dropping off? Do you feel like they're like tell me about how you're getting clients right now? Are they coming and then they're not booking, rebooking? Are they you have clients and they're just kind of slowly going away? What's your client situation?

Katey 6:34

Um, okay, so my lash clientele is really longstanding. Like I literally have lash clients from before I was a mom, so like 10 years ago. Um so once I get a lash client, unless they decide to stop getting lashes or the commute or something has changed, they're usually lifers. My laser hair removal clientele, they usually get their laser hair removal problem solved. No more clients. Facial clients. Um I have a few, like if they buy a package, they'll commit to the package, but then getting them to continue coming back has been a challenge. I get lots of one-off, maybe two clients. I don't know if it's a financial thing or like a lot of the facial clientele I get haven't been serious skin problems. So a lot of them are coming to me with like almost perfect skin. Which is like, okay, I'm not sure what your expectations for your skin are, but like, yeah, let's treat the minor problems you have. So I think that I don't know if I need to treat like more serious problems or target those clients better, but I haven't yet reached very serious long treatment plan clients. That makes sense.

Kari Jo 8:01

Yeah, it does. And then as far as your client acquisition, like you getting new clients, like how do you feel like that's working?

Katey 8:11

A lot of my clients have been word of mouth. I try really hard to um pop in the local community groups and kind of promote myself there. I have done since I've been here, I did one model call. Um, and I was hoping again to get more serious um skin problems. But again, the people that came in and then they filled out a form. Like I had it, I didn't consult them in person before. I actually had a very good response from that, but I was only taking two models on. Um, and they were paid, it was just like heavily discounted for a series of six treatments. Yes. And uh I was like hoping that would get me word of mouth through them for one, and just and then your main goal for your business, like would you say right now?

Kari Jo 9:06

Is it uh you want more clients, like fill in the statement? Like, you want more clients for um like laser treatments or facial clients, or what do you want more clients for specifically, just so that I know.

Katey 9:23

Um, a laser would be great. Laser is a really high-ticket, quick service. So I'm never gonna not want more laser hair removal clients. Um but I I do want to grow, I think personally, the only way for me to grow in my confidence and my skill set and everything else is to have more facial clients. And the only way to get more facial like experience is to do it. So I want I want to grow that.

Kari Jo 9:53

Okay, so you want to basically grow your facial clientele and you have a lash clientele right now, and then you also have a little bit of a laser clientele that comes and then they kind of drop off after whatever, but but you do have a client system that is built

Track Rebooks Before Marketing

Kari Jo 10:14

in. So one of the things that I'm gonna tell you that you I want you to do right now, like the step number one, is you need to track, I want you to start tracking your rebooks. Okay. So, what I want you to do is every single you can even every day, if you want to get really how good you want to get, do it every day. Like I had five clients, only four rebooked. I had an 80% rebooking, or that's not the right math, but you know what I mean? Uh you can track it daily. But like what I really care about is that you start documenting it every week. So every week, I want you, I want to know how many clients did you have for that week and how many rebooked. And then you can calculate it into quarters because that will give you an average because you're gonna have some weeks where, like, yeah, kill it, and then you have some weeks which are down. And so that when you break it into like what's the average in the quarter, that's gonna tell you really where your rebooks are. And obviously, you've got some good um with the lash, which is good. If you even want to get more technical, you could even break it down with just facial.

Katey 11:26

That's like, yeah, because my rebook rate for lashes and laser is really good.

Kari Jo 11:30

Yeah, because they're gonna they have to come back, but facials don't. So, like, I want you to start tracking your rebooks, and this is where so many businesses they build their business around acquisition of trying to get more clients. Like, I need to get more clients, but the truth is, is what you need to do is you need to fix your rebooking before you try to get new clients, right? So if you go the like the cost of losing a customer, if you get someone to come in and be in do a facial with you, and then most businesses learn their acquisition. How how much does it cost them to actually get a new client, right? So if you get a new client, she does not rebook. Not only are you losing the acquisition, and you're never gonna recover that fee of how much it costs you to get that new client, you're going to sustainable your business is going to be, is going to go down, right? And then that's going to affect your mood, and you're going to feel like I can't win. I'm always chasing, I'm doing everything. And so your your morale is going to completely suffer. So the cost of not retaining that client is more than them just not rebooking. What I want you to focus on is the numbers. What we're going to do is most businesses, they've they focus so much of their time trying to market and get new clients. But what they don't focus on is the clients that they already have.

Build A 100-Day Client Journey

Kari Jo 13:19

And so what you need to do is you need to make out a client journey for that facial service. So there is a study out there that says that your clients, you the first hundred days that someone visits your business is the most groundbreakbreaking moment. What I want you to do is I want you to dive in and we're going to focus on the client experience in that first hundred days of coming to get a facial. Okay. And you need to nail that client experience to a T after you have nailed that client experience. And how you know, like, did I nail my client experience is with the rebooks. So you're gonna look when your rebooks are like 85%, 90% in your facials, girl, you nailed it, right? Then at and only then at that point should you then start marketing to try to get new clients. Why? Because you're wasting all your time and money, all of that, right? So we want a good return on our investment. So if we're gonna put money into getting new clients, building a new clientele, then we want to make sure that what we have is actually clicking.

Katey 14:38

I absolutely it makes sense. And I do like there is gonna be an end point, I think. Like even for myself, I'm not gonna like go get the same service forever. Even if I like love your facial, like I'm a person that's like, I want to try something new. I want to see what else is out there. Um, so I think for facials, that is, not for everything, but I think my return clientele is good. Like I even was talking to my husband. Like every time I do have a client, he's like, Did they rebook? Did they buy product? And I'm like, Yeah, if they did. Um, so I'm not tracking on numbers, but um verbally, we yes, talk about that kind of stuff or um whatever. So I guess what what things would you say? Obviously, the treatment has to be a good experience. Um coming in and the place needs to be a good experience, but like what else are you suggesting would elevate that experience to confirm a rebook?

Kari Jo 15:42

Yes, that's and that is a good question because when we are like what we want to do is you want to create this experience that is so wow that nobody else delivers this experience because a lot of people jump into I knew clients, I knew all this, like these people coming in, but they haven't nailed down how their client journey is going to go. And that's what the part that I feel like what you're missing in all of your areas is you aren't you're what you're working as right now is you're working as a service provider. You come in, you book the service, and that's it, right? I don't want you working like that anymore. I want you working like I have a client and I'm going to make a journey that they go through. What is the journey that this client comes through, your facility, and what does it look like? Even like let's say with your lashes, one way you can transfer them over is I mean, like promotions. I'm gonna get into the journey in a second, but my brain went here for a second. Have a promotion for if you're getting lashes, then you can get this facial service for X amount. You need to cross promote your other services. When you have a laser client, you're in your mindset, you're like, well, they just did the laser and then they're done. Well, no, they're not done because I guarantee you, every single one of those laser clients, they go somewhere for a facial occasionally. They go somewhere. You didn't give them a client journey of what it looks like to go through your company. So, like, what does a customer's journey look like when they come with your business? And you got to make it

Reduce Anxiety Before They Arrive

Kari Jo 17:19

wow. So the first part is obviously the moment that somebody books an appointment with your company, they book it, and then literally what goes through their head and do this when you do anything. The moment that you book with someone, it's great. You say yes, and then hesitation comes through. You immediately are like, do I really need that? Like, should I really be spending money on that? Maybe I shouldn't have done that. Your job is to take that weight off of that person. A lot of customer, like a lot of people when they book facials, they have no idea should they be coming to your business with makeup, not makeup? We assume that our clients should know what to do. By assuming it's just making them anxiety about your company, it's not giving them the greatest experience. But what if when somebody booked a facial experience with you? You're like, instead of just being automatic, here's my gloss genius text to remind you that you booked an appointment. You have no experience with me. What if I actually made it personal and I was, hey, thank you so much. I want you to know you can come in with makeup or you can come in with no makeup. Either way, I've got you. This is going to be the best experience that you've ever had. Come in and be ready to relax. That would reassure me versus a text that's like you have an appointment at 10 o'clock on Thursday.

Katey 18:45

Yeah, honestly, I text all new clients to make sure I drop them a pin just in case. So it would be super easy to just slide in some additional information to ease whatever anxiety about whatever appointment, like come make sure you're shaved for laser or whatever.

Kari Jo 19:01

Yes. You need to like give every hesitation that your client is going to have before they come in. What are they worried about? And you need to take that off of their plate because we are going to make this customer's experience so good that everybody re-books no matter what. So there's like this study about people are nervous to go into a business that they've never been into, right? So if this is a new consumer and they're coming in to take the ease off of them and to take that weight of like, oh my gosh, I'm so nervous. I don't know where to go. I don't know where to park. I don't know what it's going to look like.

Katey 19:38

Some people are a home-based studio.

Kari Jo 19:41

Yes. So like you make a video because, like, I'm going to be worried, especially yeah, if it is a home-based studio, where do I park? Should I park on the road? Should I park? Like, no, take that way off. You go and tell and just make a video, be like, hey, this is where I want you to park. This is what my door looks like when you come in. This is kind of what it's going to be like. Make them fill you have them before they even step into the door. Then after that, if you can nail the experience that they go through, that nobody other aestheticians take the time to do these tiny little things, that it doesn't even matter what your service is like. They're going to be wowed by you and come. Say, come, yes, you obviously have like you need to nail down your consultation and what you do.

Sell Relaxation Not Just Results

Kari Jo 20:30

But one of the things that I would challenge you on is they have great skin. Push back. Maybe she's not coming then for that. Why is she really there? That's what you're not getting to, is like, why is that client sitting in your room? Like, I'm gonna be honest, when I go to an aesthetician nowadays, I don't go to an esthetician because I want them to fix my skin. Yes, I know how to fix my own skin, but I don't. I go to an aesthetician and I want to relax. Yes, that's what I want. And this is the mindset in all aesthetics is I feel like we all need, like, I have to deliver results. Aestheticians, like I've been in this industry for 20 years, it started off not being anything results. No, it was like, let me relax you and let me help you age the best way possible. That's what a true esthetician, that's what our industry actually was. And then all of a sudden, I don't know, because social media, I think it like blew it up to like, we've got to reverse signs of aging and we need to change pigmentation and we need to like that. I mean, that isn't even what our industry started off. Yes, we do that, but that isn't even what it started off. And I think that there is a change in the women, especially the age brackets. For example, if you are trying to, if your ideal clientele is women that are in their 40s, I'm telling you, do they care about aging? Yeah, that's like they do. But do you want to know what we care about? I'm so stressed out. I'm working mother. I'm also running all my kids around. I might be running a business. Like, I want relax. Can you deliver that? You know? And so, in that aspect, when the client comes in and they have perfect skin, then that's okay. That's great. We're just going to maintain your skin exactly the way it is. We're going to keep you aging. Your skin is perfect. That's great. We're just going to help you age the most graceful way possible. So, like, what's going on in your life right now? Well, I've got a lot of kids. Do you know?

Katey 22:35

Absolutely. Yeah. Um, just even thinking of my last few clients that I had this week that were new. One of them is in the middle of buying and selling a house, and one of them is getting ready for a wedding. Both of them had really good skin. I mean, they came in complaining about like dry skin, but seeing a lot of skin. Their skin wasn't dry. Um, so I'm like, yeah, you know what? They did sound really stressed. Like, so yeah, just yeah, for them to unload and unwind and relax.

Kari Jo 23:09

Yeah. And if that like when you so what you're describing is almost what you should be marketing your service as. Should you, if you're trying to build that new clientele and the clientele, like if you look at the clientele that you have already, what are they saying? And if that's what they're saying, and you're like, they got good skin, then don't go out and try to market that we're trying to reverse your skin and help you age, blah, blah, blah. No, like, girl, you're exhausted, you're tired. Do you know what I mean? Like, let's just like hydrate your face so that you look refreshed tomorrow. We don't have to get up at 6 a.m. You design that process, right? And you got an all your consultation, and you really got to figure out what it is, like why they are actually here. What it what is, and you do that by like asking a thousand questions. Well, I told my girls when I was like doing when I trained them, I was, I want you for literally the first, and it's not questions like, so what products are you using? I want my clients to word vomit. So I'm going to, oh my gosh, yeah, your son is or you're getting married. Oh my gosh, when is your wedding? Like, uh, are you stressed? Oh, I would be so stressed out. What's stressing you out the most right now? Do you know what I mean? Like, I want them to word vomit because the more that they word vomit, the more that I can be like, Am I, do I know how to solve her problem? Can I fix that problem, whatever the problem is, whether it is aging or stressed or whatever? And then maybe she comes in for this facial. Sorry, I'm going on this rampage with you, but maybe she comes in for this facial and she's laying in the bed and she told you that she's stressed out. Maybe what you sell her on is the next facial is going to be you, you know what you need. I have this call me and facial. I mean, you get like 15-minute straight up massage, you know, and you sell what it is that the problem that they want. So you know that consultation. But then what happens is when the client leaves, is they just let them leave. See, we spend so much money and we enjoy the chase of getting new clients, but we don't actually pay attention to the clients that are actually there. And so you need to design what the next hundred days with that client looks like.

Follow-Up Systems And Mailed Newsletters

Kari Jo 25:42

So when they leave, do you have a touch point with them? Are you following up with them? How do you make them a part of your community? Are you sending, like, let's say they don't rebook? Some people don't rebook, and that's fine. I don't take that as I lost that client. I'm like, okay, I'm going to wrap around them and I'm going to make sure that they don't ever think of anybody else but me when they're ready to come back, right? And how do I do that? Is I do a meld newsletter. So I don't do email because people think they're being sold to on email. I do a meld newsletter where I'm personally this, I have a whole bunch of episodes. You can go back and listen to all of them, but I do a mailed newsletter because it's not selling to them, and I'm personally touching them every single month. And so they are reminded of me every single month. So the next time that they want to book an appointment, they come back. And so I'm building my like community and my network with that news newsletter. In addition, like for you, let's say your clients, you have lash clients, I guarantee you probably don't sit there because, and I only say this because I I was a lash artist, I don't sit there and talk about all my other services with the lash clients. Normally I sit there and listen to my clients and we talk and laugh about whatever's going on with them. I'm not selling them, right? Now, here's the thing. If you have all of their addresses, if you have a mailed newsletter and you start sending out a mailed newsletter that you're like, oh my gosh, let me tell you this story about Jessica who just came in. Do you know what I mean? And they're like reading the story and they're like, oh my gosh, I didn't even know you did that. Like, I should do that. Do you know what I mean? Or they're like, and so you're you can sell them on everything that you're doing in a like non-direct way in that male newsletter and transition like the clients over from one service to another service because you can talk about all the different things in that newsletter. Does that make sense?

Katey 27:50

Yeah. So how would you track the conversion of that? Like, I guess with emails with mail champ or whatever, you can track what's opened, you can track what's clicked on. Um, with a mailed letter, you're like, I don't know, did they even open it?

Kari Jo 28:07

So the truth is, is like with mail newsletters, you're not gonna get a return on your investment for probably like four months. And I I don't want to like sugarcoat it, but then after that, what you're going to notice is like people are going to start being like, oh my gosh, I got your mail newsletter. Or let's say you put in a discount coupon in the mail newsletter and they're bringing that in. Do you know what I mean? You start to build that, and I guarantee you, people will start literally being like, if they don't get your mail newsletter because they start looking forward to it, they're like, I didn't get it. Where is it at? You know what I mean? I do have a whole episode, and I'll let you go back where I actually brought on a guy that this is honestly the only thing that he does. It's called Jurassic Marketing. They only do mail newsletters, and so that would be super helpful for you if you want to dive into that. But that's part of the customer journey of creating what does it look like after they leave? And so, like you have a hundred days with these clients, and somehow you've got to make sure that after they leave, for the next hundred days, they know that you are there, whether it's meld newsletters, it's you texting them, them coming

Referrals And Local Networking Strategies

Kari Jo 29:24

in. Then after, and it normally takes about a hundred days of them coming in and seeing and working with you. A lot of times people ask for that referral too soon, too early. They don't really know you. Do you know what I mean? But then after someone has been with you for literally a hundred days, they've probably had their first win. And then that's when you want to ask them, hey, do you know anybody? Could you like make a post for me, whatever it is? Then that's when you can ask for the referral, is because you've given them this whole client journey. Right. So don't ask me soon. Yes. There is a book that I would recommend. Um, it's called Never Lose a Client. Okay. Never lose a client again. And it talks about the client journey and exactly how you should every pinpoint. I think there's like eight, all the touch points that you need to make sure that you hit. Oh, definitely. But the goal is like you really want to map out that client experience. And then once you get to the like hundred, when you're getting the bookings that are up there, that's when you start marketing to get new clients because it's going to be a return on your investment, which is your time and your money. And when you get into that aspect, what that looks like is there's really only four ways to get new clients. I like to say four ways, but what you really is how you get new clients is you've got to create opportunities to meet new people. You want new clients, you got to create the opportunities. So the ways to create those opportunities is one, like you said, doing model calls. That's great. And if you already built in and you're and you already have proof that your your system works and people are booking and they love being with you, then when you get a model, it will work. If your rebookings are low and you do a model system, well, of course they're not going to rebook, right? So first you got to nail down your client experience journey. And then the second one would be um your referral loop, right? So you have to build a system for your referrals, and that can be built into your client journey, but also like what does that look like? And you want to make sure it's really good. For me, what I did is my clients, I had a referral from someone and they came and they spent a lot of money. I had a dollar amount. Say they spent, I don't know, over $200. I would send a bouquet of flowers to the client that recommended that client because that was a high dollar value service, and I didn't have to do any work. And then she normally takes the flowers and she posts about it, which is also another average. But making a really good referral system to boost that, and then getting in on like kind of like you were talking about that like local biggest way to build your clientele is to find someone who's already a local authority and to network with them. So, like what that looked like for me was I had a biggest hairstylist in my town. I literally ended up networking with her, and I was like, I will give you a free service for every single person that you come, no matter what the dollar is, it doesn't matter. You pick service, every client that you refer to me, you get a free service. This girl got so many free services all year long.

Katey 32:58

That is a good deal.

Kari Jo 33:01

I could you not, she probably built half of my clientele.

Katey 33:04

Yeah, that's amazing.

Kari Jo 33:05

Do you know what I mean? But it was I don't care that I had to give her a free service because it was worth it. So doing that, and then after you do those three, then it would come down to that's when I would move on to social media, which is now it's time for you to show your proof, show your results, and show the faces of people who actually trust you and come to you.

Katey 33:26

Yeah, okay. I definitely need to find somebody local to push me out, like another service provider.

Kari Jo 33:33

Yes. And you can do like gyms, hair stylist, um, nutritionist, just anyone in the local big person that has a great clientele, find a way to network with them.

Katey 33:47

Yeah, yeah, that's a good one because it's tight-knit around here. So people do talk. I hit like a mom's group, and I'm like, they the laser just keeps flowing from that mom's group. But you're right, in converting those lasers to facials and lashes to laser, I do offer 40% off for like an add-on treatment for any of my like lash clients, so like an underarm um laser hair removal or something. And I do have a 20% off um referral program for anything that's not lashes because I'm not building that clientele, that they both get 20% off, and that has started to snowball too. So five months here, it hasn't been that like long, but it is slow, slow is good too, sometimes.

Kari Jo 34:37

Yes, yeah, because then you get to work on the inner makings of your company and make them tighter, which is like again, I would draw out what your customer's journey looks like for everyone because you're not just lashes. Do you know what I mean? What is the journey for that lash client? What is that journey for the hair removal client after they do that? You know what I mean? What are they wanting? And that's where you can also dive in and be like, okay, you guys did laser. What are you guys interested in? Why seek them out? Send a message to just your laser hair removal and be like, now that you're done with laser, like what are you interested in? Let them give you the feedback and help you, and then you can actually help design what the customer journey looks like for your laser clients.

Katey 35:23

For sure.

Kari Jo 35:24

Well, what was the most helpful thing for you today?

Katey 35:28

Um honestly, I think back to the journey that we were talking about, just thinking past when they leave here that day, um, more consistent with follow-ups. I usually only follow up with like more intense treatments, but like literally following up with every client just to see how it went. Um, I like the idea of the mailing thing. I have to like really think about what I would put in those letters because that's a commitment to um time and efforts to just have them flop. So I I like both those ideas a lot.

Kari Jo 35:59

I will send you when we get off. Actually, guys, I'm gonna link it in this episode. I'm gonna send it to you. I'll link the episode that talks about what to put in the newsletter and like how to design it. That would be super helpful for you. I am so glad that like what resonated with you was thinking of the clients that you already have, because that is the biggest loss in business, is people are always chasing, but they forget about what they have, and that's why they have such a huge drop-off of clients. Is because once we get them, we don't think about them anymore. That's where the problem is, is we got to like make us create that journey so we are always thinking about them so we don't have the drop-off.

Katey 36:42

And yeah, and I've like hyper focused on their experience in my space, but thinking about it before they come here, during the booking, during the follow-up, all of that stuff is as a client in myself, like is a huge part of the journey, as you said. So thinking of it in a hundred-day span is smart.

Kari Jo 37:04

Awesome. Well, thank you for filling out the business audit form. And I can't wait to see what you do. Thank you so much for having

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Kari Jo 37:12

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