I'm a solo practitioner and would love to know what would be really awesome retention rates? And what specifically constitutes retention...do the clients need to come for a certain number of visits before they are considered retained? I know this might seem like a really novice question, but I'm sort of at the point where I'd like to start using comparison to judge the health of my fledgling business as well as make adjustments where I need to. In the past 9 months I have picked up 35 new clients and only 3 of them have not rebooked. All 3 were gift certificate clients. I have converted other gift certificate clients to regulars though.

Just curious what others are experiencing?

Hi Michelle,
Sorry I can't give you guidelines regarding retention, I'll be interested in everyone's answers too. Just wanted to say that it sounds like you are doing superb. If your clients love you that much, I'd love to experience you kind of treatment. Way to go.

Congratulations on getting so many clients to come back. It sounds like you are not only talented at providing wonderful services to your clients but also in the sales side of the business. It would be great for the other solo practitioners out there if you would share some of your techniques for getting clients to come back. One of the most practical ways is simply to ask them to reschedule with you, but there are many other steps, as I am sure you are aware, in getting clients to that point. Way to go!

I count my standing appointments month to month. I have approximately eighty clients on repeat standing appointments. Approximately another 70 or so book regularly but at irregular times. That leaves me 50 slots a month for the occasionals or drop ins. I figure that a 75% retention rate on a regular basis gives me good budget juju for planning and do so accordingly.

Just the way I do things *g*

AnnaMarie

Good question Felicia. I can't say that it's any one thing in particular, but I think it's just the fact that I make a huge effort to make a connection with my clients. Most of what I do comes out of being constantly disappointed when I go out for services. I try to think about how everything is perceived from the clients perspective. From the way the place looks, to how it smells, to the music they hear, to the noise that they don't hear (phones and other office noise) to the linens they feel, all the way down to how my brushes feel as I apply mask. All the little things add up to a very sensual experience and I think that is what people are looking for.

Retailing success starts with education. Knowing my product line really well also helps. I also use Douglas Preston's consultation technique and it makes a huge difference. If you have not seen his DVD called The Sky's The Limit pick it up right away. If you implement the techniques he suggests your retail sales will increase.


Lisa made a really good point in another thread. We should make a conscious effort to never elude to our services as being indulgent. That sets up the whole guilt thing. I rarely talk about pampering even though I'm pampering them like crazy. I make it seem completly normal and everyone does it!!

I certainly don't do it perfect all the time, but I sure try.

It sounds like you really know what you are doing in your practice. I think your suggestion about looking at everything from the client's perspective is fabulous. How many of us do that? It is a wonderful practice and one that we all need to implement into every session and client interaction. One question for the other professionals out there..."Would you want to receive services from or do business with someone like you?" Think about it honestly in terms of things like promptness, ease of scheduling appointments, the appearance of your treatment room, etc. Then as Michelle suggests, put yourself in the client's place and give them the service and treatments you would pay top dollar for:-)

Michelle,

It certainly shows you've got a good rate of conversion with clients and that is an indicator of providing quality client management. For some "stats" and further reading on retention rates you can check out some educational classes provided by Universal, (http://www.advancewitheducation.com/teleClasses.aspx) or a majority of other private trainers and consultants (many of them here) Keep focused on client loyalties, your specialties and call to action. It's easier to retain than to re claim. Client retention is a lot like employee retention; it takes work and individualism, but it saves you valuable time, energy and resources.

Retention has a lot to do with client loyalty, so if you are unique enough, providing an experiential and worthwhile treatment etc., you can build the client loyalty needed to maximize your retention rates and therefore be able to more accurately (and with more relief) be able to calculate your income consistently. I'm sure like every other therapist and owner out there, that is a key point.

Keep on retaining!

Ciao!