Stop the Ghosting: Build Loyalty on Repeat
Stop the Ghosting: Build Loyalty on Repeat
If you’ve ever had a client who seemed happy in your chair and then disappeared without a trace, you know how frustrating that feels. You start asking yourself:
Did I do something wrong? Was it my pricing? Was their next appointment not clear?
You are not alone. Salon “ghosting” is more common than you think, and it’s rarely about you personally. It usually comes down to one thing: clients don’t have a reason, a reminder, or a system to come back.
Why Clients Ghost You
According to Phorest’s 2023 Client Retention Report, the average salon rebooking rate in the US is only 34%. That means 66% of clients leave without their next appointment on the books.
Here’s what research and experience tell us about why clients disappear:
- They don’t feel confident about what happens next
- They aren’t given a clear plan or recommendation
- They feel pushed instead of cared for
- They don’t get a follow-up after their visit
- They forget or get distracted
A lot of stylists worry that if they “ask” for a rebook, they’ll come off pushy. But here’s the truth. Guests actually want you to lead. They want guidance and reminders. When you confidently recommend their next appointment, it feels like professional care, not a sales pitch (it’s your job.. yep , I said it 👀 with 💜 of course)
The Cost of Losing a Client
Letting clients ghost has a real cost.
- It costs about five times more to get a brand-new client than to keep an existing one (Harvard Business Review)
- Repeat clients spend 67% more on services and retail than first-timers (Bain & Company)
- Increasing your client retention by just 5 percent can grow your annual revenue by 25% to 30%.
So every time someone slips away, you’re not just losing that one visit. You’re losing all their future visits, their product purchases, their referrals, and their trust.
How to Build Loyalty on Repeat
Here’s the good news. You can change this with small, intentional habits that build loyalty over and over again:
- Always recommend their next visit before they leave your chair. Speak confidently about what timing supports their goals.
- Personalize the plan. Use their name, talk about their specific style or color maintenance, and set clear expectations.
- Keep notes. Write down what you did, their formula, what they want to change, and personal details that make them feel remembered.
- Follow up. A thank-you text or email within 48 hours goes a long way toward making clients feel valued. (My salon handwrote them.. Gamechanger)
- Build loyalty systems. Whether it’s a VIP program, a rebooking perk, or a small surprise, consistency makes clients stick with you.
Your Profit Opportunity
Client retention is the fastest, most sustainable way to grow your revenue. When you don’t have to constantly chase new guests, you free up energy to serve, to rest, and to build your business intentionally.
Loyalty protects your profit, your artistry, and your schedule. It means you are building a steady, predictable business that doesn’t crumble if you have a slow week.
Tools That Can Support You
If you aren’t sure what your true rebooking or retention rate looks like, that’s completely normal. Most stylists don’t have an easy way to track it.
You can start by looking through your booking history or asking clients during consultations about their last visits.
LiQUiD can help you think through loyalty strategies, plan how to talk about your next appointment with guests, and build more consistent systems to protect your schedule and your income.
Think of it like a business assistant in your back pocket, helping you make better decisions with less stress, so you can keep doing what you love.
Final Thoughts
Clients aren’t ghosting because they hate you or your work. They’re ghosting because no one gave them a reason, a reminder, or a plan to come back.
You can change that.
Lead the conversation. Build a consistent loyalty system. Protect your profit and your peace of mind. Because steady clients mean a steady business and that means you get to keep doing what you love, on your own terms.
💜 Slay the day, Chrystal Graves & Team LiQUiD