71% Opportunity for New Clients!


In our education, we refer to a concept called the "71% opportunity." It's a weird statistic that continues to show up in the beauty industry. There are three separate beauty industry studies that all point back to the exact same number, revealing that we are missing 71% of the opportunities in our industry! One of these studies relates directly to client retention.

Research finds that on average, 71 out of 100 new clients in a typical salon DO NOT come back for a second visit. Shocking, right? This isn't something to feel bad about, this is a HUGE opportunity! Depending on the salon, this number might vary slightly. Let's say as an industry average, 7 out of 10 clients do not come back for a second visit.

Now, we could set a goal to try to retain every single new client- but that just sets us up for failure. What if we focus on retaining 3-4 more clients? Over time, this breaks down to tremendous growth in one's paycheck. For many, that's 17% growth!

Take it one day at a time. Keep it simple and focus on SMALL WINS. They add up!

Think small wins art

Earn more money. Do what you love. Have a life.