#46 The First 90 Days: How to Keep New Guests Coming Back

Getting new guests in the door is hard work. Ads, promotions, referrals, it all costs time and money. And yet, most salons lose a huge chunk of those first-time guests before they ever hit the 3rd visit. That’s not just a missed opportunity; it’s revenue leaking out the door.

The first 90 days are make-or-break. Get it right, and you’ll have loyal guests who rebook, refer, and rave about your salon. Miss the mark, and you’ll be stuck chasing new faces forever.

Let’s take a look at 5 ways to increase your new guest retention rate.

1. Nail the First Impression

Your guest doesn’t know your team, your culture, or your standards yet. They only know how you made them feel the first time. Was check-in smooth? Did someone greet them right away? Did they leave with a clear next step (like rebooking)?
Small touches here set the tone. Think: a warm welcome, a brief tour, offering beverages, and explaining what comes next.

2. Teach Your Team the Power of the 3rd Visit

The first appointment is about curiosity. The second is about confirmation. But the 3rd visit? That’s where loyalty is sealed.
If your team knows the importance of booking that 3rd visit, they’ll start recommending rebooking naturally. Roleplay the language with them:

“Let’s go ahead and book your next two visits. That way we can stay on track with your color and style.”

3. Follow Up Like You Mean It

Your guest doesn’t just remember the service, they remember the care. A simple text, email, or handwritten thank-you after the first visit shows you’re invested. After the second? Reach out again with product recommendations or a style tip to keep them excited until the next visit.

This doesn’t have to be complicated; it just has to be consistent.

4. Make Rebooking the Norm, Not the Exception

Here’s the truth: most guests want guidance. If you or your stylists skip rebooking, you’re actually creating friction. Teach your team that rebooking isn’t pushy, it’s service. It saves the guest from stress and guarantees their spot.

5. Surprise and Delight

Loyalty isn’t built on discounts; it’s built on connection. Try adding small touches like a first-time welcome bag, a sample-size product, or even a personalized styling tip card. These gestures stick in their memory long after the blow-dry fades.

Don’t just hope new guests stick around; create a system that makes it easy for them to want to come back. Start by focusing on those first 90 days and watch your retention climb.

You’ve got this, friend.

Heather