In this episode, Susan addresses a common question among clinic and salon owners: whether to implement a booking fee or a deposit system. She explains the differences between the two and advocates for a booking fee as a more effective deterrent against last-minute cancellations and no-shows. Susan emphasises the importance of planning, consistency, and clear terms and conditions when introducing a booking fee. She shares practical strategies for encouraging clients to respect appointments, such as creating a sense of scarcity and using a booking system that requires a fee for certain clients.

KEY TAKEAWAYS

• A booking fee is a fixed amount held for the duration of a client's treatment, while a deposit is typically refundable or deducted from the treatment cost. Implementing a book and fee can help deter last-minute cancellations.

• It's essential to educate clients about the value of their appointments and the impact of cancellations on the business. Clients need to understand that their time is valuable and that last-minute cancellations can disrupt operations.

• Building value in clients' eyes can be achieved by creating a sense of scarcity. If clients believe appointments are limited, they are more likely to respect their bookings and avoid cancellations.

• Once a booking fee system is in place, it must be applied consistently across all clients. Clear terms and conditions should be established to avoid confusion and ensure clients understand the policy.

• Implementing a system that automatically requires a booking fee for clients with a history of cancellations can help manage no-shows. Additionally, offering flexibility, such as allowing clients to retain their booking fee if they find someone to take their appointment, can soften the impact of cancellations.

BEST MOMENTS

"A client who pays a deposit, that's something you would normally expect to get back or taken off the cost of your treatment."

"As soon as a client is out of the clinic without their next appointments booked in, you're in no man's land."

"It's amazing how it works as a deterrent. All of a sudden, she could come for that appointment."

"You need to plan it all properly. Be consistent! It has to be consistent, not just for certain clients."

"If a client knows that they've got to pay more money the next time they come in, they're just going to go to a competitor."

HOST BIO

Susan Routledge is a distinguished figure in the beauty industry with over 38 years of experience. As a multi-award-winning salon owner and international business consultant, she's recognized among the top UK industry influencers for her passion and dedication.

Known for her down-to-earth, light-hearted approach, Susan is an international speaker and established awards judge. She founded the exclusive Beauty Directors Club, a global membership community for salon, clinic, and spa owners, offering business resources and multi-expert advice. Susan also created the online "Salon Success Freedom" program to help beauty businesses thrive.

Susan founded and has grown her clinic of 36 years in Co. Durham into the largest independent beauty salon in Northeast England. She is the creator of the trademarked STABLE business formula and author of "The Little Book of Client Retention" and the world's No. 1 bestsellers "Bea And the Best" 1 and 2.

She serves on the Professional Board for BABTAC, helping to represent and raise industry standards, and on the advisory board for the prestigious PHAB Service Stars.

Susan's expertise continues to shape and elevate the beauty industry worldwide.

USEFUL LINKS

https://susanroutledge.com

https://www.instagram.com/susan_routledge/

SPONSOR

https://www.phorest.com/