Make them decide on you before they even visit. What salons that never stop getting bookings are doing in secret
Even before they visit, the customer's heart is already moving
They have 300 Instagram followers. They are listed on Hot Pepper Beauty, but no matter how many times they change their coupons, bookings don't increase.
A solo salon owner in that exact situation started seeing a sudden shift after changing one thing.
What they changed wasn't the treatment content, the profile photo, or the menu pricing.
They only changed 'how they interact with customers before they visit.'
As a result, the behavior of customers who visited changed significantly. During the consultation, before we even explained anything, customers would lean in and ask, 'What happens next?' Even before we brought up package deals after the treatment, they would naturally ask, 'I want to continue, what should I do?'
Their followers are still in the 300s, and their view counts haven't skyrocketed. Even so, they started getting five bookings a month, and some of those even led to package deal contracts from the very first visit.
Someone who was worried that 'people who come just seem to leave' changed this much. This was just a difference of knowing versus not knowing.
Why do you feel a sense of familiarity even though it's your 'first time meeting'? What is the secret behind that?
Among the students who come to me for consultation, there are people like this.
They are listed on Hot Pepper Beauty and post on Instagram regularly, if not every day. They are confident in their skills, and customers who visit tell them, 'That felt great' or 'I'll come again.'
Yet, that 'I'll come again' never becomes a reality. When they try to introduce a package deal after the first trial, they feel the atmosphere change and can't bring themselves to say it. The harder they try to explain, the more the customer's face seems to stiffen.
'Am I being pushy?'
Carrying that guilt, they see them off with a smile, and then it goes quiet. Every month, they repeat the process of attracting customers from scratch. Advertising costs go out. Their energy is drained.
'Is my way of doing things wrong? I don't know what to do anymore.'
I have heard those words hundreds of times before. Don't you have a sense of this, too?
But I will be honest with you. The reason things aren't going well is not your technique, your way of speaking, or the amount of effort you put in.
It is simply that the design of 'what state the customer is in before they come to you' is not yet set up.
The moment I realized the concept of pre-visit design
What I worked on with them is the concept of 'pre-visit psychological design'.
Many salons and chiropractic clinics pour almost all their effort into attracting customers before they arrive.
Posting on Instagram, changing Hot Pepper coupons, and polishing their profiles.
Even though they put effort into this, very few people design 'what to do after they arrive,' or more specifically, 'what state of mind the customer is in before they come.'
In psychology, feeling that someone is 'trustworthy' involves both the frequency of contact and the quality of the emotions.
In other words, no matter how carefully you perform the treatment the moment they arrive for the first time, that alone is unlikely to move their heart.
The flow after they arrive changes completely depending on whether the feeling of 'I want to rely on this person' has already been nurtured at the stage 'before' they come.
When I worked with a solo salon owner, the first thing we reviewed was the messages sent to customers before and after booking.
We changed what used to be just an automated booking confirmation into content that builds anticipation for the visit.
Just by adding a single sentence the day before the visit asking, 'Is there anything you are worried about?', the customer's demeanor on the day changed completely.
Even though it's 'nice to meet you,' it doesn't feel like the first time.
This is the power of pre-visit design.
What that person's change indicates
Let me tell you what happened to that owner afterward.
After refining the pre-visit design, cases where first-time customers said on their own, 'I want to continue this treatment,' increased.
Before I could explain anything during the counseling, the customers themselves would lean in and ask, 'How long will it take for me to see changes?'
Because the feeling of 'I've decided on this person' is already nurtured before they arrive, trust is built quickly during the treatment.
Even when talking about plans after the treatment, the flow becomes 'Then please do it' instead of 'I'll consider it.'
They still have only 300 followers, and they haven't increased their advertising budget.
Even so, they started getting 5 bookings a month and were able to secure contracts for coupon books.
This is a change that can easily happen at your salon too.
Because this change is not about talent or luck, but simply the difference of 'whether or not you know the design.'
An 'everlasting' customer attraction method that isn't swayed by trends and ensures bookings and applications never stop
↓
https://utage.actdream.net/p/system_opt_c?ftid=KwZv0y0mI1u6
Why does 'pre-visit design' influence results to this extent?
For the past 16 years, I have specialized in attracting customers for solo salons and chiropractic clinics, and I have interacted with over 4,000 people.
Individual consultations alone exceed 1,000 cases.
There is something I have felt throughout that experience.
Even in cases where there is almost no technical difference between salons with high conversion rates and those with low ones, there is a large gap in results.
When you carefully dig into that difference, in many cases, 'the state in which the customer arrives before the visit' is fundamentally different.
Customers of salons with high conversion rates have their emotions prepared to feel 'I'm glad I came here' even before they arrive.
That is why conversations during treatment are more likely to be deep. Trust is built up quickly. And even when talking about plans, they don't put their guard up.
Conversely, in salons without a pre-visit design, customers arrive in a state of 'I don't know what kind of place this is, I'll just check it out first.'
Building trust from scratch from that point requires many times more time and words.
That is the true nature of that feeling of 'the more I explain, the more tense they get.'
However, this is not your fault.
Even if you are taught 'how to attract customers until they come,' almost no one in the industry teaches 'the psychological design of customers before they arrive.'
That is why many people continue to get stuck in the cycle of 'they come, but they don't commit.'
If you remain without knowing this design, what will happen?
Every time a new customer comes, you will repeat the process of building trust from zero.
Your energy will be drained. Advertising costs will keep piling up. But the ceiling on your sales will remain the same.
Many salons that go back and forth on the same line for years are actually stuck right here.
Another case study changed by pre-visit design
Let me tell you about another student.
They were running a chiropractic clinic by themselves.
Even though they had about 10 visits a month, only 2 or 3 led to a follow-up appointment.
Because repeat business doesn't continue, they have no choice but to gather new customers again. Gather them again, and get exhausted.
Together with this person, we redesigned the 'flow of emotions' before and after the visit.
Specifically, the message after the booking is confirmed, the reminder the day before, and the follow-up after the visit.
Within this flow, we incorporated words that were conscious of the order in which emotions move.
As a result, customers who visited started saying, 'I feel a sense of security as if I've known you for a long time.'
Because they have that sense of security, they speak their true feelings during the counseling. Because you can hear their true feelings, you can make accurate proposals.
And the next appointment naturally flows into 'please see me again.'
The repeat rate changed from 30% to 85%.
This was not because the treatment technique was changed.
It was a change that occurred because we designed the customer's 'feelings before they come.'
Whether you know it or not, that is the only difference
Pre-visit design is not a difficult thing.
Imagine 'what state of emotion the customer is in before they come,' and deliver a word that resonates with those emotions. That is all it is.
But I have seen many times that 'just that' changes the results as much as heaven and earth.
Even if you have few followers or don't spend money on advertising, if the pre-visit design is firmly in place, the majority of customers who come will lead to next appointments or ticket purchases.
If you are currently struggling with 'they come, but they don't stay,' it is not because there is a problem with your technique or your talk.
You just haven't designed the state of the customer before they come yet.
I explain the specific flow of how to do that design, and what words to deliver at what timing, here.
An 'everlasting' customer attraction method that is not swayed by trends and ensures bookings and applications never stop
↓
https://utage.actdream.net/p/system_opt_c?ftid=KwZv0y0mI1u6
The same thing will happen at your salon.
Whether you know it or not. That is truly the only difference.