Royalty is Loyalty: How high client retention fuels rapid salon growth

One of the most common questions I hear from salon owners is:

“Why aren’t all of my clients coming back?” 

In my 11 years as a salon owner and 16 years as a lash artist, I’ve learned that rapid business growth doesn’t come from constantly chasing new clients — it comes from keeping the ones you already have and continuing to attract more.

You can be the most technically skilled lash or brow artist in your city, but talent alone doesn’t guarantee a loyal client base. In fact, the main reason clients don’t return has little to do with your technical skill at all — it’s about how you make them feel.

The #1 reason clients don’t return

 According to research by John Gattorna at Macquarie Graduate School of Management, here’s why customers leave a business:

• 4% — Natural erosion (moved away, no longer need the service, etc.)

• 5% — Referred to a competitor

• 9% — Competitive reasons (price)

• 14% — Product/service dissatisfaction

• 68% — Perceived indifference

That last one — perceived indifference — is huge. It means clients didn’t feel valued or important. The good news? You have almost complete control over fixing it.

No matter how flawless your lash sets are, how big your social following is, or how stunning your salon fit-out looks — if clients don’t feel appreciated, they won’t keep coming back.

Why retention beats constant marketing

It’s far less stressful and much cheaper to retain 75% or more of your existing clientele than to constantly be in “marketing mode” just to fill your calendar. Loyal clients rebook, spend more over time, and refer their friends. They’re the foundation of sustainable, rapid growth.

Be the best they’ve ever had

If your service is exceptional, clients will happily pay your rates and travel to see you — even if there’s another salon next door. That means:

• Delivering beyond expectations every single time

• Maintaining standards for both new and regular clients

• Following up 2–3 times a year to check in and gather feedback

And when feedback is less than glowing? Take it as a gift. Use it to improve your service and strengthen the client relationship.

Don’t get complacent

Even with years of experience, you can’t rely on autopilot. Every client — whether they’ve been with you for two weeks or two years — wants to feel important. That feeling comes from consistent communication, genuine connection, and attention to detail.

Practical ways to boost retention

If you have a team (or plan to grow one), set clear procedures for:

• Greeting clients on arrival

• Conducting thorough consultations

• Keeping conversation professional yet warm

• Asking for the sale and rebooking

• Following up after appointments

• Handling complaints quickly and graciously

Consistency ensures every client gets the same high-quality experience, no matter who serves them.

It’s about connection, not just a service

 Making clients feel valued goes beyond flawless treatments. It’s about creating a human connection — remembering details about their lives, celebrating milestones, and showing genuine care.

Your clients come to you for more than lashes or brows. They come for you: your personality, the quality of care, and the way you make them feel while they’re in your chair.

As William James, American psychologist and philosopher, once said:

“The greatest needs of human nature are to feel important, to be recognised and be appreciated.”

Do that consistently, and you’ll have clients who stay with you for years, spend more over time, and rave about you to everyone they know.

If you’re ready to transform your client experience, boost retention, and grow your salon sustainably, I can help. As a beauty business coach and keynote speaker for the beauty industry, I specialise in helping salon owners build loyal client bases that fuel long-term growth.

Work with me or enquire about booking me as a beauty industry keynote speaker for your next event.