How to Build and Retain a Loyal Clientele
The best way to build a thriving clientele? Treat every single client like gold. When you provide an exceptional experience—every time—clients will leave your chair confident in their brows, excited about their service, and eager to tell their friends. And their friends will tell their friends. That’s how you build a business: one incredible service at a time.
Yes, a referral program can be a great addition, but nothing beats consistently knocking it out of the park. Catering to your clients in every way possible is what makes the difference. If it’s raining? Walk them out with an umbrella. If you have a slow day? Take that extra time to go above and beyond. When you treat clients like VIPs, they stay with you for the long haul—and they bring others with them.
Client Retention: The Key to Long-Term Success
Building clientele is one thing, but keeping them is where the real magic happens. When you gain a new referral client, the work isn’t over—you have to continue treating them like gold. It’s easy to get comfortable when you’re fully booked, but don’t let that turn into complacency. Stay humble, stay grateful, and maintain the same level of service you gave them in the beginning.
One foolproof system for retention? The End-of-Service Protocol: PPP
1. Pre-Book
Make pre-booking a natural part of the service, framing it as a benefit for them:
“Four weeks from now brings us to Tuesday at 11 AM. I have that slot available—let’s secure it now since I know that time works well for you.”
This approach removes the guesswork and decision fatigue for the client. They’ll appreciate the convenience, and you’ll ensure their return.
2. Process Payment
Never process payment before pre-booking. Once a client checks out, they’re mentally done with the service. If you ask them to pull out their phone again to check their schedule, they might not do it. Prioritize pre-booking, then handle payment.
3. Profile Notes
This step is non-negotiable. After each service, take personalized notes in their client profile. Write down details about their lives—their kids' names, a birthday party they’re planning, anything they mentioned during the appointment. Next time they come in, ask about those things:
“How was your son’s birthday party? Did you pull it off?”
This isn’t about being fake—it’s about genuinely caring. You see so many clients a day; keeping notes helps you build real relationships and provide a personalized experience they can’t get at a chain wax center.
Don’t stop at personal details—take brow-specific notes too. Maybe their left brow has a cowlick, or they prefer their tint a little warmer. Keeping track ensures you deliver a consistent, customized service every time, which builds trust and keeps clients coming back.
The Bottom Line
Following this system does two things:
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Physically locks in retention by pre-booking their next visit.
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Creates a deep client connection so they feel valued and understood, making it unlikely they’ll ever go anywhere else.
Consistency is everything. Give your clients the best service, make them feel special, and watch your business grow effortlessly.
Xo
Em
Written by: Emily Stites
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