For every salon customer sitting in one of your chairs, the chances are there are quite a few leads sitting in your address book.
Maybe some of them had a less-than-brilliant experience with you. Maybe some of them had a very good experience, but they moved out of the area. Or life got busy. Or they forgot. Or no one gave them a reason to return.
These leads we call lukewarm leads or old leads. They may be just waiting for the right excuse to come back, which might be as simple as waiting for your invitation. They may need much more than that, like an apology for below-standard service, but we’ll come to that later.
The good news is that not-quite-cold leads require far less effort to bring back into being active customers than cold leads do, and they represent a secret treasure trove in your records.
Here are some ideas that will help you to contact your old leads.
How to approach the lukewarm leads
What makes old leads better than purely cold leads is that there is at least a little relationship with your product or your brand.
They have sat in your chair, asked about pricing, or maybe just briefly wandered into your store. But whatever the partialness of the relationship, they’re not complete strangers.
So many of the approaches that make sense start with acknowledging this fact and acknowledging the relationship. Getting an old lead heading in the right direction down your sales funnel means somehow starting a conversation. So, how best to do that?
Acknowledging the relationship.
“Hey, we noticed you haven’t been in for a while. How are things going?”
A live conversation is always better than an email, but in a world where people don’t answer their telephones, a kind of social media interaction may work.
But whether the conversation you open is real or in text, it needs to feel like a conversation and not like a sales call.
Think about being of service rather than selling them a service.
Don’t push products. Don’t offer discounts right away. Come from a place as someone who understands their skin, hair, and routine and help them improve it. Try to understand the world from their point of view, which may be very different from the world they lived in when they last visited.
There may be some reason they didn’t come back to you, which may become apparent in a conversation where they don’t feel pressured, or have time or opportunity to express themselves.
For example, instead of texting “Get 20% off facials this week,” say:
“Hey Lara, we noticed you tried our hydrating facial months ago. With this heat, your skin might need some extra care. Want to pop in for a free skin check?”
This message feels warm. It’s not shouting a deal, it’s offering help. That builds trust. And trust brings people back.
Focus on relationships, not just sales
Send a message on their birthday. Ask how they liked their last visit. Mention a product they showed interest in. Something like:
“Hi Mia. Last time, you loved our honey mask. We’ve added a new one with sea minerals. Want to try it?”
These small touches go a long way. They show your clients that they’re remembered,
Pause before you reply
When a cold lead replies, don’t rush to pitch. Take a breath. Read what they say. Then ask a question. Ask what kept them away. Ask what they’re looking for now. Let them talk.
For instance:
“Hi Dave. Thanks for replying. What would you love to see in your next hair appointment?”
This creates space for a real conversation. You get insights. You understand their needs better. And they feel heard.
Sometimes, listening sells more than talking ever could. There are many reasons they stopped coming or never actually came to your salon and it could be any one of the following:
- Their needs changed.
- Their budgets changed.
- Your sales team gave them poor treatment.
- They found a better deal somewhere else.
- The communication channels you used weren’t suitable for them.
- They were too busy.
- Your product quality went south.
- They moved out of the area or lost contact with you.
Don’t be in a hurry to ask them what their reason was, but do listen for cues that tell you what the reason was.
Start with an idea, not a deal
Too many salons open conversations with discounts. But people don’t always want to be cheap. They want to be relevant.
Start with something that hooks their interest. Something that sparks a thought.
Try this:
“Hey Rachel, we’ve been helping clients fight sun damage this season. Just curious, has your skin felt drier lately?”
Or:
“Hi Alex, lots of our male clients are trying our new scalp massage. Would love your opinion on it.”
These are fewer sales lines and more conversation starters. They invite people to think, share, and engage. And once they do, the door to rebooking opens naturally.
Build a mini campaign, not a single message
Don’t expect results from one message. Your old leads may need time to warm up.
Think in steps.
Step 1: A gentle check-in.
“Hey Lisa, it’s been a while. We’ve made a few upgrades you might like.”
Step 2: A message with value.
“We’ve added a new organic hair mask perfect for dry ends. Want to try it?”
Step 3: A subtle reason to act.
“We’ve got a few open slots this week. If you book, we’ll throw in a free scalp massage, just for you.”
That’s it. Three friendly messages. No pressure. No shouting. Just presence.
Send messages where they look
Some people open emails. Others check Instagram. Some reply to WhatsApp only. Use multiple ways to reach out.
Start with an email. Follow up with a short message a few days later. Post a story about client results. Use testimonials in your DMs.
For example:
Email: “We miss you at the salon.”
SMS: “Did you catch our email, Sarah?”
Instagram: A story showing someone glowing after a facial.
Layering your outreach makes sure your message isn’t missed.
Use real stories to bring them back
Old leads want proof that you’re still worth their time.
Show them real results.
Share before-and-after pictures. Share feedback from happy clients. Share what’s changed since they left.
You can say:
“Emma came back after six months and told us she’s never had better curls. We’ve added new treatments since your last visit. Want to see?”
These little wins turn doubt into curiosity.
Automate without sounding robotic
You don’t need to do this all by hand. Use salon management system like Wellyx to create smart follow-ups.
You can set triggers like:
“If there is no booking in 45 days, send a reactivation message.”
You can send reminders, special offers, or conversation starters automatically. And because they’re personalized, your clients still feel like it’s just for them.
Automation doesn’t mean spam. It means consistency with the heart.
Your clients didn’t disappear. They’re just waiting.
You don’t need to chase strangers every week. The people you have already served once are your best bet.
They know your name. They trusted you once. And with a little nudge, they’ll walk through your door again.
So here’s your action plan:
- Be a guide, not a seller.
- Focus on building warmth, not just numbers.
- Let them speak before you pitch.
- Start conversations with ideas, not offers.
- Use real stories.
- Reach out across different platforms.
- Let tech handle the follow-ups.
Your old leads aren’t lost.
They’re just waiting for someone to start the conversation again, and that someone is you.
Want to make it even easier? Wellyx helps you reconnect with old clients in just a few clicks. Personalized. Automated. And powerful.
Wake them up. Watch your bookings grow.