How to make the transition to a Suite Easier for your Clientele

Something that isn’t talked about frequently enough in the beauty industry and suite rental is the process of transitioning your clientele to your new place.

In all honesty, this can be very difficult, and in our experience it is usually done haphazardly, which can result in losing a lot of clients.

Any time that you are moving locations you are likely to have what we refer to as “Fall Out”. Meaning not everyone will follow you. There are many different reasons people may choose not to come with you to your new location, so it is important that you don’t take it personally.

The best time to think about how to transition everyone smoothly is before you move, not after.

We realize that sometimes things happen suddenly and we don’t always have the chance to plan moving ahead of time. This is unfortunate but also very common.

Today we will share a few scenarios and how you could handle transitioning in whichever circumstance you are in.

There are really two situations that would make transitioning difficult.

First, let’s talk about the most ideal situation.

You have a 3-8 week window or longer before you move spaces. And you are pre-planning.

3-8 weeks should allow you enough time to connect with most of your guests in person.

The first thing you should do is collect the information of your guests. By now, most beauty professionals are using online booking, and that is highly recommended. If you are a commission stylist and don’t have your own personal data collection of clients, you should follow these next steps.

1. Set up booking software

   preferably one specific to the beauty industry. Choose one that has customizable automated texting and email options.  Our personal favorite is Vagaro.

2. Print out a detailed Daily Sheet

   If you are at a salon that has a receptionist. Ask them to print out a detailed daily summary page for each guest you see that day. You will want to do this every day. These daily summary pages should have your client's phone number, email address, mailing address, and birthday month and day.

   
   

If you are at a salon that does not have the capability to print out a daily summary, then start making a list of clients you remember, including the guests you have not seen in a while. If you have access to the booking system, you could look up this information easily.

If these pages do not have that information, then you will want to have a conversation with each guest. You may say something like “Hey Susan, I want to update your guest profile so that I have detailed records of everything we do in your visit today.” From here, ask them to provide their information.

This would be a good practice even if the pages do have their information, because you want to ensure all of the information is current.  Making it 100% possible that you will be able to contact them.

3. Uploading the information to your new Software booking system.

   As you collect this information don’t throw these pages away. You will need them to begin uploading it in your new software booking system.

   
   

4. Notify your guest of the move.

   Depending on what your situation is, at the last appointment you see your guest at the old location if would be a perfect time to notify them that you are leaving and their next visit will be at the new location.

5. Mail A Card.

   If your salon is not aware that you are leaving, then your next strategy would be to contact each person individually after their appointment with you. There are three different method options.  Email, text message, or Mailing a card.

   
   

Each of these options has different benefits. Emailing and text messaging can be the easiest way with the help of Automated texting and scheduled emailing. However, mailing a card it the most effective way to retain your clients. A handwritten card in the mail is rare these days, and typically when someone receives one, they feel very cared for and nurtured. That is how you want your guests to feel.

If you go the text message or email route, it is highly recommended that you do not send the message immediately after they leave. You should wait about a week.

The text or email should say something like “ Hello Susan! It was so great to see you last week for your color and cut. I have some exciting news to share with you. I am moving locations. I will be located at (New location name and address). The space will be so private and relaxing (use your own descriptive words).  I can't wait for you to see it because I know you are going to love it!  When you are ready to book, you can message me here, or you can book online using this link. (include booking link). I look forward to our next visit together!”

If you go with the recommended mailing method, your letter should read something like “Hello Susan!  It was so great to see you last week. I just love our appointments together! I wanted to let you in on some exciting news. I have found a new salon home that I think you are going to love.  I am going to be located at (new location name and address) for your next appointment.  When you are ready to book, just text me at (phone number), email me at (email address), or you can book online at (booking link).  Thank you so much for being a continued supporter of my business! I look forward to seeing you again soon! - Your Signature”

Your clients will be so impressed that you took the time to write and send them a letter. And you should begin getting bookings before you even move to the new spot.

When guests feel cared for and appreciated, they will be loyal to you as their service provider. Never forget that.

Scenario two:

If you need to make a sudden transition, that can be tricky. We recommend reaching out to the clients that you had scheduled within the next few days after you have left the previous location. Don’t bother to tell them the details of why you needed to move. In this scenario, a text or phone call is best. You will want to say something like “Hello Susan! I apologize for this last-minute notification. I have you scheduled for (date and time), but I have to let you know that I am no longer at (former location). Don’t worry, though; I have a new space at (name of location) (include address if in text message) if the (date and time) still work for you.  I look forward to seeing you there!”

6. Ease Their Mind

   Now that we have all the notifying steps completed, the next part is going to be easing the mind of your clients by letting them know what to expect. And that doesn’t mean just posting an Instagram or TikTok video.

   
   

We want to make certain that every person who is coming to see you feels cared for and appreciated, remember.

With this step, we are going to do that by creating an Automated text message and email two days before their appointment that includes a guide that will answer the basic questions they may have.

For example: Where will I park? Do I have to pay to park? What will I do once I enter the building? Will there be a receptionist? How will I find their space? Will they greet me out front? Will they have drinks or snacks, or should I bring my own? What do I do if I have to go to the bathroom? Will the prices be the same or more than what I typically pay? Will they be working on multiple guests at a time or just me?  Will they be using the same products as before, or will they be different than what I am used to?  What should I wear or not wear?

These are all questions that someone is going to wonder. The more detailed you can be about what they can expect, the better. It is also recommended that you include pictures. Pictures to concider including are, the parking area, the front of the building, the lobby area,  pictures of your new space, the snack and drink options you may have, etc.

This may seem overly detailed, but the process and work you set up now can also be utilized for New Guests that you see as well.

We have included the example for the email you will send as well as the text message.

Email example:

Hello Susan!

I am dying with anticipation for your appointment on (date and time). I realize coming to a new space can be a bit confusing. In this email, I have included a guide with pictures and instructions that show you where to park, how to access the building, and what to expect when you arrive. Check it out before you get here and let me know if you have any questions.

See you soon!

(your name)

Text Example:

Hello Susan!

I am dying with anticipation for your appointment on (date and time). I realize coming to a new space can be a bit confusing. I have created a guide with pictures and instructions that show you where to park, how to access the building, and what to expect when you arrive. I will send the guide via email so be on the lookout! Check it out before you get here and let me know if you have any questions.

See you soon!

7. Contact the Remaining Guest

   Once you have been in your new space for a couple of weeks. It would be a great time to start contacting some of the guests you have not heard from or seen yet. Ideally, you were able to gather the information of all of your guests before you left the previous location. If you were not, that is okay. Just try to remember all of the clients you are capable of. Usually a quick Google search can show you their address. Sending them a letter in the mail will be most effective.

   
   

Your letter should say something like, “ Hello Susan! It has been a little while since I have seen you. I hope that things are going well for you! In the event that you need an appointment in the future, I wanted to let you know that I am no longer at (former location). I found myself a new space at (new location) that I am loving, and I know you will too!  If you have any questions for me, please don’t hesitate to reach out.  I hope to hear from you soon!  (include your phone number, email, website, etc) and your signature”

It is important to know that even though we do our very best to contact everyone, it is not always possible. That is also why it is very important to have a marketing strategy for how you will gain new guests to replace the ones that don’t follow you.

If you don’t have a marketing strategy already in place, we encourage you to check out our blog post How to Build a Clientele in a Suite and Marketing Basics Every Beauty Professional Should Have In Place.

We do love interacting with our community of beauty professionals and would love to know what areas you could use more support in your Suite Business. Whether you are in the early stages of thinking about moving to Suite Rental, or you have been in a Suite and have struggles that you just can’t seem to figure out the solution. We would love to hear from you!

Leave a comment below and let us know how we can help!