4 Client Retention Strategies Every Nail Tech Needs to Know

A stable and growing clientele depends on client retention, which means keeping your clients coming back and the salon and service provider becoming an important part of their lifestyle. Retention is the premier goal from the client’s first appointment to forever, and it guides every action of the salon and technician throughout the relationship. A nail professional has arrived when a client says to friends and family, “That is my pedicure day—those plans will have to happen another day" and when the nail professional becomes “my pedicurist" or “my nail technician” in their discussions with friends.

Creating a successful client retention protocol in your salon requires consistent communication, exceptional service and personalized touches that make every client feel valued during every appointment.

First Impressions Are Everything

A positive introduction to the salon is important to clients — especially their first visit. It is said clients get their first feeling of whether they will return (or not) within the first eight seconds after entrance into a business. If this is true, the entrance experience of a client must be retention-based. Here are retention-based entrance activities that influence whether a client will return or not:A positive introduction to the salon is important to clients — especially their first visit. It is said clients get their first feeling of whether they will return (or not) within the first eight seconds after entrance into a business. If this is true, the entrance experience of a client must be retention-based.Courtesy of Raul Mellado via Adobe Stock

1. A positive introduction of a client in a salon includes decor, overall cleanliness, friendliness of the intro staff and much more — everything the client sees, smells, touches and experiences when entering the salon. Every entrance — the first, tenth, fiftieth — should be pleasant for clients, though organized. If a relaxing sigh escapes from the client upon being seated in the waiting area, the entrance has been a success.
2. Requiring filling out a new client questionnaire (NCQ) is usually a positive indication of higher professionalism by a new client, as they do not see them in most nail salons, just in high-end spas. Then, later, when the technician uses it properly, it directly demonstrates that he or she cares about performing the proper service for them. Healthful and safe services begin with that information; therefore, it is important to retention. This NCQ (or the input salon computer client record) is checked at every appointment with the client. Repeat clients are asked every time, “Are there any changes in your health since I saw you last?” Notes of any important changes in their health are written on the client’s records after every visit.
3. The client/technician walk to the service area for every visit is important to retention. “If she can see your back, she won’t be back” applies here, plus sufficient eye contact and pleasant conversation. It usually is not far, but interaction during that time sets up a good experience in the service. Walking beside someone in relationships of any kind indicates “inclusion” or “welcome." 

Pampered Perfection with Every Visit

If techs show higher levels of care in-service, their efforts will translate to retention and more income.Courtesy of Raul Mellado via Adobe StockThe in-service experience must be noticeably comforting and pleasant. In a retention-conscious salon, the service is different than most nail salons. Doing the service while gossiping or chatting does not set a salon apart from others. Of course, pleasant conversation is important, but if techs show higher levels of care in-service, their efforts will translate to retention and more income.

1. The services are provided in a clean, hygienic environment. Unlike salons with towels strewn about, tools left in sinks and visible dust, a tidy, organized and uncluttered space instills a subtle sense of safety in clients. It conveys the message that "this salon truly cares about its customers."
2. Brief yet informative discussions are offered during the service to help clients care for their hands and feet or prevent potential issues. For instance, a technician may recommend wearing gloves while handling water to prevent skin dryness, demonstrating genuine concern for the client’s well-being and improvement.
3. In-home care needs are identified, and products are introduced with clear explanations of their ingredients, usage and expected results. If the client has made prior purchases, the technician reviews their usage and discusses the outcomes. Research shows that when salons recommend home care based on individual needs, client retention improves significantly, fostering loyalty. Home care not only extends the benefits of the salon service, but also enhances the results over time. This leads to greater client satisfaction, repeat visits and increased revenue.
4. A well-organized service area, tidy tools and clean surroundings are clear indicators of professionalism. Many salons strive to create a subtle yet impactful impression on clients by presenting a “this station is ready just for you” appearance between services. This intentional setup includes a spotless tabletop or pedicure area, neatly arranged implements wrapped in towels or sealed in autoclave packets and an overall sense of readiness tailored to the client about to be seated.
5. The professional advises clients to put on their rings, coats or other items before polishing and to have their credit card or payment ready in advance. While this may seem trivial, it is often overlooked, reflecting a lack of organization and frustrating clients. Additionally, it can lead to repolishing, wasting time for both the client and the professional.
6. Suggesting the beneficial service at the next appointment, such as an upgrade to a hydrating manicure or callus control pedicure, initiates thoughts early about coming back again. They are less likely to refuse to reappoint if they believe the next appointment will improve their condition.

The Finishing Touches

The client release protocol after the service is also retention-based. This step cannot be rushed, or the client will feel pushed out for the next person. This means the technician must be efficient during the service, leaving plenty of time to walk the client to the desk and say goodbye.

1. The technician expresses their pleasure in serving the client and takes a moment to highlight the progress made since their first visit to the salon. They also provide a brief overview of what to expect at the next appointment, subtly reinforcing the value of the services provided. This conversation naturally encourages the client to continue using and purchasing recommended products to further enhance their results.
2. Encourage clients to schedule their next appointment before they leave. You might say, “We’re happy to adjust it if something comes up, but booking now ensures you get the time that works best for you.” Recommend the same day and time as their current visit to establish a routine. Once the appointment becomes part of their schedule, it seamlessly fits into their lifestyle, fostering consistency and improving retention.
3. Check out is simple and speedy. It includes home care products and the next appointment, and a “thank you for coming into (salon name). See you next time" by the person checking them out.

Follow-Up Care

• A follow-up call is important if indicated by the client’s condition. 
• Reminder calls or texts are essential, so be sure to include your cancellation policy in them. When scheduling a client's first return appointment, ask which reminder method they prefer—text, email, or phone call. During that initial appointment, explain your reminder process. Clear communication ensures a smoother experience for everyone.
• Periodically provide a card or link notice for direct salon feedback. The link can be set up to allow “anonymous" responses. These critiques should be taken seriously. For example, a comment in feedback mentioning the technician was rough indicates retraining is needed. Good comments should be acknowledged, of course.
• Reward your loyal clients each year by celebrating the anniversary of their first appointment. This could be a complimentary add-on service tailored to their preferences or a thoughtful gift with a “thank you for your loyalty” note. It’s a simple, yet powerful way to express gratitude and foster even greater loyalty. Many salons offer these perks for free or attach a small token of appreciation, such as a product, to show their thanks. Salon software can automate annual reminders for these milestones, or you can track them manually in your notes section. Additionally, consider giving small, thoughtful gifts during the holidays or on clients' birthdays to thank them for their continued support.
• A pleasant attitude and accompanying smile go a long way toward retention. Few technicians whom their clients see as depressed or unhappy last long in the industry.

Every aspect of a salon’s operations should be assessed based on its impact on client retention. This includes everything from the strategies outlined here to in-salon policies, employee appearance, social media presence, newsletters, open houses and more. Client retention is a key objective for any salon and its team of professionals.

About the Author 

Janet McCormick is a 35-year beauty industry veteran as a licensed manicurist and a licensed esthetician. She earned a prestigious CIDESCO Diploma, and she is a sought-after trainer. She is the co-founder of Nailcare Academy and sits on the advisory board of Nailpro.