The Secret to Turning One Client Into a Lifetime Client (It’s Not Just Your Work)

If your clients aren’t coming back… it’s probably not your work.

This episode is sponsored by London Lash. A brand supporting lash artists with professional products, education, and tools.

Shop London Lash: https://www.londonlashpro.com/?utm_source=podcastsponsorship&utm_medium=videos&utm_campaign=behindthetweezers&utm_content=episode8

Enjoy an exclusive listener discount: 20% off with code KARIS20
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In this solo episode of Beyond the Tweezers, I’m breaking down what actually turns a one time client into a lifetime client and it goes way beyond just the treatment itself.

Because the truth is… clients don’t just stay because you’re good at what you do.
They stay because of how you make them feel.

From the moment they message you, to the way you greet them, the energy you bring into the room, and the experience you create - every single touch point matters.

In this episode, I talk about:

• Why first impressions start from your messages (and how slow replies can cost you clients)
• How your energy can make or break a client’s experience
• Why clients should leave feeling uplifted -  not drained
• The importance of consultations and making clients feel truly listened to
• What your workspace says about your professionalism (even if you don’t realise it)
• Why comfort during treatments matters more than you think
• The truth about retention vs client experience
• Why you should never let your effort slip with regular clients

I also share real experiences - both as a business owner and as a client -  to show you exactly what makes people stay… and what makes them leave.

If you want to build a loyal client base, improve your retention and create an experience your clients genuinely look forward to, this episode will help you see exactly where you can improve.

If customer service is something you feel like you struggle with, I also have an online webinar where I go deeper into this - covering client communication, handling complaints, and the small details that make a huge difference. The link is in the description.

https://www.thelashspecialist-essex.com/product-page/how-to-deliver-5-customer-service

Thank you so much for listening 🤍

Thank you for pressing play and joining me! If you would love to connect - follow and DM me. I would love to hear your stories.

Instagram: https://www.instagram.com/beyondthetweezers?igsh=MmN1dTVlYTA3N2Zo&utm_source=qr

Transcript

SPEAKER_00 0:00

That is honestly the secret to a successful business. If someone feels ignored or not valued, they will just go somewhere else. Leave your mood at the door. When you are messaging your client, your tone really matters here. If you remove those worries, they don't just feel booked in, they generally feel like you're looking after them. At the end, ask open questions. This is where so many people go wrong. This episode of Beyond the Tweezers is sponsored by London Lash, a brand that's been part of my journey as a lash artist and trainer for over eight years now, and one I genuinely trust in both my work and my trainings every single day. Let's dive into this episode. Hello and welcome to Beyond the Tweezers. Today's episode is all about how to turn a client into a lifelong customer. And I absolutely love this topic because client experience is something I feel like I do really, really well in my business. And I think there is a massive misconception in our industry. People think clients stay because you're the best at what you do. And yes, skill is important, and we will get into that a little bit later. But what is the real reason why people stay? It's how you make them feel. That is honestly the secret to a successful business. You could be the most talented artist in your area. If the experience isn't there, they will go somewhere else. Think about it like this: think about when you go to a restaurant for the first time. You walk in, they take your coat, they sit you down, they're chatting to you, they're attentive, you don't feel rushed. Maybe at the end they give you something, maybe a present or free dessert. You walk out and you say, Oh my god, I loved that. I would definitely go back. Now imagine the opposite. The food is 10 out of 10, but the service is awful. They're rude, they rush you, they can't be bothered, and you leave thinking, Yeah, the food was good, but I wouldn't rush back. That's the difference. The talent was there, but the experience wasn't. And how it made you feel is what stuck. Now, let's bring this into our industry. Because what a lot of people don't realize is the experience doesn't start when they sit in your chair or lay on your bed, it starts from the moment they are making that booking or when they've booked online. First impressions are everything. Clients are already trying to figure out what you're like, how you run your business, whether they're gonna feel comfortable with you. And this is where so many people go wrong. Firstly, they take ages to reply, and they're blunt. They come across like they really don't care, and if I'm completely honest, clients feel that straight away. So when you have a client message, don't take three to seven working days to reply because I promise you they won't wait, they will go somewhere else. If someone feels ignored or not valued, they will just go somewhere else. You have to think about it the other way around. If you message someone and they left you on red for days, you'd literally just think, alright then, whatever, I will literally just go somewhere else. So reply within 24 to 48 hours. You don't need to reply instantly, you're human, you're busy, but don't leave people hanging and thinking that you don't care about them. Because we all have busy lives, but if it's over 48 hours, in my opinion, you have already lost that client. And when you are messaging your client, your tone really matters here. And I know people will say, Caris, you can't get tone through text, it's really hard to gauge. I personally don't agree. I message how I speak. So messages read friendly, upbeat, and warm. If someone messaged me for an appointment, I would say something like, Hi Sarah, hope you are well. Of course, I can do that appointment for you. Here is my availability. Let me know which date and time suits you, and I hope to hear from you soon, Caris. And I'll add emojis as well, just to add even more friendliness. Because clients absorb that energy, they'll read that and think, ah, she sounds lovely, and that makes them feel comfortable from the get-go. You have to remember when you go anywhere new for the first time, it is daunting. Your nerves are higher. So, our job is to get them feeling comfortable. I always think like the client. I am thinking about parking, where the entrance is, how to prepare, what to expect, how long the treatment is gonna take, the price, all the little things that can make someone feel stressed or awkward before they even walk through the door. This all goes into the message I send them. Because if you remove those worries, they don't just feel booked in, they generally feel like you're looking after them. This is such a big part of it, you need to be putting yourself in their shoes. So I actually had a bad experience the other week when I was booking someone in to do something in the house, and I'm bringing it up because clearly it is still playing on my mind. The customer service was poor. If I hadn't replied within an hour, they were chasing me to confirm, and then when I did confirm, they gave the appointment to someone else, then they booked me in for another day, and then they realized they couldn't do that day, and then we had to change dates altogether. It honestly just felt all over the place, and I remember saying to my mum and my sister, like they may be really good at their job, but the customer service isn't great, and the first impression wasn't great, and it does leave your mind wondering what the hell is going on and what is it gonna be like when they actually come to the house. That is why first impressions matter so much, and even with online booking systems, yes, they are great. I love an online booking system. I love that clients can book out of hours online and they don't have to sit waiting for me to answer if they are messaging, but I still also always personally acknowledge that booking. A simple message goes a really long way. I'll message and say something like, Hi Sarah, thank you so much for your booking. This is how you should prepare for your treatment, and I'm really looking forward to seeing you. Always say you're looking forward to seeing them. That little message that you may not think is important actually is important because the clients feel valued and not just like another appointment. They also get a feel for who you are, and if you are someone who cares deeply about your business, show that. I love talking with them before the appointment because you also start getting to know them, who they are, what energy they have, what they're like. It actually removes a bit of the awkwardness of meeting for the first time because you've already had that interaction and it helps you as well. Because as therapists, there's always that little bit of nerves with someone new, you know what I mean. Welcome them in, wondering if you're gonna click, hoping it flows nicely. That is completely normal. And if you're someone who is listening to this thinking I always dread new clients a bit, try doing what I've said because it genuinely helps and it does get easier over time. And just remember they are choosing you for a reason. So now you've made them feel at ease before the appointment, and now they're coming into your space. This part matters just as much. I always greet clients with a smile and I introduce myself, and the key thing here is energy. Energy is everything. When a client is new for the first time and she walks into the studio, I open the door before she even comes into the door, and I always say, Hello, Sarah, my name's Karis. So lovely to finally meet you, and then I welcome them in. You can see that I have that upbeat energy, and I'm already making them feel comfortable before they've even put a foot or stepped into the studio. Clients absorb your energy and usually they react back with the same image energy. They they will mirror it. And there was always a saying we used to say in the salon, which was leave your mood at the door. And honestly, that quote has stayed with me forever. Don't bring your personal life and your problems into your workspace. Because imagine going somewhere and the therapist was moody, couldn't be bothered, looked like they didn't want to even be there. You would most likely feel like a burden and it would completely affect your entire experience. So now we have our client in our workspace. I'll now want to talk to you about consultations. I always offer consultations. For last treatments, it is a requirement before any treatment, and that includes a patch test. And during that consultation, we chat through expectations, what they want, preview experiences they've had, good and bad, what they liked before, and what they didn't like before. If you don't offer consultations, I really do think it is a must in a business. Clients often say to me, I've never had anyone do this with me. You do it properly, and that is what sets you apart. Don't skip corners just to have a conveyor belt of clients in and out because clients will feel that. Never rush the consultations either. Allow the time, be present, ask questions, ask to see photos of styles they like and be honest about expectations. Work through it with them so they don't feel disappointed at the end of the treatment. A lot of artists go wrong here because they overpromise and underdeliver. Not every client can have the same outcome as someone else, so be open and honest about that. A lot of clients leave because their expectations weren't met. Consultations are the foundation of building that relationship, and they leave feeling positive for the next appointment. It also makes our lives easier because we know exactly what we are going to be doing when they come in for the full set appointment. Okay, so by this point, they're already feeling comfortable because you have eliminated loads of nerves, parking worries are gone, the awkwardness of meeting is gone a bit because you've already spoken through text, and now they're actually excited. You may have even met them now because you've done your consultation. But this is where I want to say something important. I'm still not even talking about the skill yet. I'm still talking about how they feel. Because if you cast your back mind back to being a beginner, clients didn't stay because you were the best. They stayed because of you and how they felt in your space. And I think that is such a key thing to remember. We all start off not amazing, let's be real. So the real reason clients stay at the beginning is because of that connection and how the experience made them feel. Now, let's talk about the environment because hygiene is so important. Clean workspace, clean tools, clean trolley, all of it matters. I've had clients go somewhere and tell me how bad it was with the cleanliness. I have heard things like, it's such a shame because I like her, but the space is so messy. Clients see everything. You may go blind to it, but they see it all. And if you're doing close contact services, clients are not going to want you anywhere near them if your space feels unhygienic. Think experience, experience, experience. That is your main priority. A dirty environment makes clients feel uncomfortable and they won't return. Even the small things you might think aren't important, like product deliveries everywhere or scuff furniture, they do see it and it does impact the experience. And if clients are new, talk them through the steps of the treatment. That shows professionalism. Offer them blankets to keep them warm and comfortable. That is a must for your regular clients as well. Your bed should feel like the comfiest bed in the world to the point where they don't want to get off it. I love it when my clients say at the end, Oh my god, Caris, I don't want to get up. Can I just lay here for another hour? That is what you want. Ask them if they are comfortable. Ask them if they are warm enough. Keep asking these questions throughout the treatment. Tell them if they feel anything uncomfortable to speak up. Because sometimes clients are too shy to say they're cold or something feels awkward or they need adjusting or they may feel a little bit uncomfortable. You have to ask those questions. For example, I've had it before when I was having a treatment and I was absolutely freezing, and honestly, it ruined the entire experience. There was no blanket, I couldn't relax. And when someone is laying still for a long period of time, a blanket is a must because your body naturally gets cold when you're not moving. And another thing that it was something I used to get wrong was I used to think talking was the only way to make a client feel comfortable and for them to actually enjoy the treatment. I used to feel like I had to keep conversation going the whole entire time. But actually, a lot of clients don't want that. They have busy lives and they may just want you to, I mean, put it bluntly, shut up. Like that is okay. I now read the room so much more, and there is also times where talking actually makes my job harder. I used to not say a word and just try and manage it, and even if their eyes were going mad, I was still trying to hold conversation and stopping the fumes getting in. You bet I had pennies on the eyes, tapes on the eyes. I was still yabbooting on, chatting to make them feel comfortable, but I was having fights with their eyes. Like honestly, you back in the day it was crazy. I I can't believe I used to work like that. Before we get back into the episode, I just want to take a moment to thank London Lash for sponsoring today's episode. I've worked with London Lash for a long time now, not just as a trainer, but in my day-to-day work with clients. And for me, that trust is really, really important. When you're seeing clients every day, you need products that you know you can rely on. And at the end of the day, it's not just about the final result, it's about having a system that works consistently so you can feel confident in every set that you create, and that confidence carries through to your clients when they leave your lash room. For me, using London Lash means I know that if something isn't quite right, it's not down to the products I've used. And that peace of mind makes such a difference. That kind of consistency is what keeps clients coming back time and time again. I also have an exclusive discount just for you. You can get 20% off your next order with the code KARIS20. I'll leave everything linked in the episode description if you want to check them out. And thank you again to London Lash for supporting the podcast and the industry. And now, after experience and a lot of red eyes from fumes, I'm confident enough to say something now. So I say it in a really light-hearted way. I always say your eyes are literally having a party right now. I'm so sorry, we're gonna have to stop talking because I don't want them to be saw or read. Shall we listen to a podcast or are you happy just listening to music? Clients often love a podcast, and to be honest, they're usually asleep within seconds. And honestly, that is the biggest compliment. When your clients fall asleep, especially during facials and lash appointments, you know that they're truly comfortable. And at the end, ask open questions when they see the result. Ask them if there's anything they like different next time. Ask if they're happy with the result. Often artists don't ask these questions, and that is where they go wrong because clients won't feel comfortable enough to speak up unless you give them that opportunity to do so. I've even had clients say to me before that where they have gone previously, they never felt like they could ask for something different, and it's because they were never given the opportunity to say it. And even if your client says they'd like something different next time, that is absolutely fine. That's actually a good thing. You are building trust. Even if the feedback feels negative, be open to it because it's only going to make you a better therapist. Now let's talk about rebooking because I know a lot of artists don't rebook their clients at the end because they don't want to feel like they're pressuring their client or put their client in a position where they feel like they have to book. This is where you're going wrong. It doesn't have to feel like you're applying pressure for them to rebook, it's how you word it. A simple would you like to rebook now, or would you rather check your diary and message me or book online? That is enough. That removes the pressure from the client but still opens the door. And most of the time they will probably say, Yes, book me in before I forget. You have to remember your clients are busy. So if they don't re-book with you on the day, they might they may just forget later. So always ask the question. I also tell my clients if they have any issues to message me. I want them to feel comfortable doing that. Personally, I don't really message my clients afterwards asking how their lashes are. I know some people say that it's a good thing to do, and I do understand that, but I feel like I make sure they are comfortable enough to come to me if there is a problem. I'm always like, if there's any issues, message me. Maybe as a beginner I did that more. I can't really remember. But if you want feedback, you absolutely can message your clients if they're new to see how the lashes are getting on. Feedback is great for you to share, but for me personally, I don't really do this at all. Keeping clients coming back isn't just about the first appointment. You have to keep that same level of service every single time. I truly believe that. I've been somewhere where they were amazing at the beginning, and then a few months in, or even a year in, they got a bit slapped ash, and I felt like they couldn't really be bothered. I felt like they weren't putting the effort in anymore. They were answering calls during appointments, moaning about personal things, being on their phone, treating me like I was their mate rather than their client. And I don't like when that line is crossed. Yes, of course, you can become closer over time, but they are still paying for a service. Clients do not want to feel drained, and they do not want to feel like the level of service has dropped. You want them to leave feeling confident, happy, and uplifted and excited for the next appointment. Clients really can become lifelong customers. I've got clients that have been with me from literally the very beginning, around eight years ago. And a big part of that is thinking about how you can improve your business and improve the service for the people who keep coming back. Think about their birthdays, little special touches, handwritten cards. If my client has maybe told me what their favourite chocolate is or their favourite sweet or their favourite drink, I am someone who has a great memory. My clients always say to me, Oh my god, Carais, how do you remember that? But say, for example, if I didn't have a good memory, I would write it down, and that's something that you could do. If you hear your clients say anything that they love, write it on their consultation card because if their birthday comes up or if they have a celebration or if they're going through a hard time, you can buy that gift, and it shows that you remember and you have listened to them during that appointment, and that honestly means so much to your client. You're a part of their life every three to four or four weeks. Celebrate their wins and make them feel valued. It can be something small, but it does make them feel so special. I've had clients who may be going through a hard time, and at their next appointment, I will grab them some flowers, or if they've got something to celebrate, I'll do the same. It doesn't cost much, but it means so much to them because I truly care about my clients and I want them to know that I do. By doing this, you're you are doing what a lot of therapists are not doing. A lot of people are trying to squeeze so many people into their day that they lose the connection and the quality and the care. And I think that is what truly makes clients stay. They don't get that level of service elsewhere. They connect with who you are. Be present with your clients, make them feel heard and appreciated. Now, I personally don't really believe in discounts on services or loyalty cards, but I do give gifts at Christmas to show appreciation to all of my clients. And one time I did actually do a raffle where three clients won money off their treatments. So I'm not saying don't ever do anything nice because I absolutely do, but mine tends to come more from appreciation than discounting services. Now I want to talk about treating clients equally and what my clients have encountered before coming to me. I've had clients who have been to other salons and not felt heard. They felt dismissed like they didn't matter, like they didn't fit what the therapist liked. After my client told me this story, she said, I always feel I always make her feel like she matters. Another client told me I've always listened to what she wants and I always tried my best to deliver it, and that I'm on honest and open, and that means everything to me. Age, status, and gender should never matter in a workplace. Everyone should be treated equally and with respect. I've had clients tell me they've also been to places where the therapist is eating while working or vaping or even nipping out for a cigarette, and it just isn't professional. And I want to say I have nothing against vaping or smoking. When I've had a drink or two, I am one for a cheeky cigarette myself. But there is a time and a place, and doing that in your workspace with your client is not it. Now, let's talk about skill because yes, it matters, retention matters, technique matters, and you should absolutely be furthering your education and training with artists who inspire you. You should want to be the best for your clients, and clients truly notice that. They notice when you are better in yourself. They will say things like, The girl I do it, the girl I go to is always training, she's always trying to improve, she's doing competitions, she really cares, and that speaks volumes. But in my opinion, connection is the most important thing at first because when we are starting out, we may have inconsistent retention, we may not be the strongest technically yet, but people stay because they like us and how they feel with us. Then comes retention because the treatment has to last. Clients are paying for it, so it has to feel worth the investment. If your clients are getting three or four weeks out of the treatment, they will feel like their money is being well spent. But if your treatment doesn't last, for example, if we're talking about lashes, they might stick with you for a few months because they like you, but eventually they will go somewhere else looking for someone else because it's not improving, and that's why retention is so important. If your client has poor retention, don't just sit there and not ask. Troubleshoot, figure out what is going on. Clients like to see that, they feel like you care. I had it once before where I had a client who used to come to me every two weeks with no lashes on, and she stayed with me for four years. We managed to solve the problem. But what happened was is it turned out that I needed to use um a different primer anyway? That's a topic for another day. But she came in and she would be like happy to see me laying on the bed, and I'd look at her lashes and be like, Oh my god, I just want to die. Like, what the hell has happened? And she just was like, they're just not lasting, they just keep falling out, and I was like, Oh my god. But she stuck with me, she stayed with me for four years when the retention wasn't even that great, and she stuck with me till we solved that problem together. You know, we worked as a team and we built such a lovely relationship that her lashes would then last in. But that's where I'm going back to connection. You have to have the connection there and be asking the questions to solve the problem. If they can see that you are willing to solve it and figure out what is going wrong, they will spend their money with you, they will keep coming back. You also learn so much from your clients if you are willing to listen. Sometimes they are literally telling you where you need to improve, you just have to be open to hearing it. So we've spoken about retention. Now we need to talk about the technical skill, and it does really matter. Styling, lash maps, bespoke sets, different choices, direction, all of that matters. But I still think a lot of people are looking at it in the wrong order because you might be focusing so hard on the technical things that matter to you as an artist, but your client is not looking through the same lens. Your client is not sat there thinking, was the direction perfect, or are my fans symmetrical? They are thinking, Do I like her? Do I feel good? Do I feel confident? Did they last? And do I feel like I'm being looked after? That is all they care about. And I think a lot of artists are thinking like artists instead of thinking like the consumer. Also, doing courses and training can relight that fire within you. I love going on training courses because of that exact reason. We all get stuck in a rut sometimes because of repetition. So go and train with someone who inspires you, someone who excites you, and then you can bring that excitement back into your business and back to your clients. And you know what? Bespoke sets are something to definitely focus on if you're looking to train in something new. I've had clients who have been with me for seven plus years, and one of the reasons they come to me and stay with me is because my sets never look the same on everyone. I really tailor it to every person. So for me, all three matter: connection, retention, and skill. But perhaps you're looking at them in the wrong order of priority right now. You do need to master all three, yes, it is extremely important. Skill matters because you are a master of your profession. But what I'm trying to say is start thinking like your client for a moment. If you went somewhere, what is the first thing you would think about? Is it whether the direction is slightly off, or is it whether you clicked with that person, felt comfortable, and whether the treatment lasted? That is the difference. People invest in people. So if you can take anything from this episode, let it be this. Make your clients feel valued, heard, comfortable, and looked after from the very first interaction, not just once, but every single time. This is how you turn a client into a lifelong customer. If you'd enjoyed this episode, don't forget to follow, subscribe, and share it with someone who would benefit from it. And again, thank you for joining me and pressing play. And I will see you in the next one.