The numbers to count
The first is the close rate on significant proposals: how many you make and how many are accepted. It's counted on a sheet at reception and moves within a few weeks, because it depends directly on how the proposal is built.
The second is the percentage of clients who leave with the next appointment already booked. It's the best predictor of return frequency and needs no tools: ask whoever is on the till.
The third is annual value per client, which summarises the first two. Read it after at least two quarters, because before that it's dominated by seasonality and misleads in both directions.
How attributable each indicator is to the consultation
The chart is qualitative and shows how much each number depends on the consultation method rather than on outside factors.
How to build the calculation
Record a month
Proposals, acceptances, appointments booked.
Change one thing at a time
Otherwise you won't know what worked.
Reread after two months
The close rate moves first.
Read the year
Value per client, not monthly revenue.
What it should include
- Average ticket before and after
- Accepted proposal rate
- Premium services sold
- Consultation time
- Software and training cost
What to measure and when
| Indicator | How to record it | Horizon |
|---|---|---|
| Proposals made and accepted | A sheet at the station | Six to eight weeks |
| Appointments booked | A count at reception | One month |
| Return frequency | Comparison on the same clients | Three to six months |
| Annual value per client | Sum of the year's visits | Two quarters |
Content written by Saloria for B2B informational and commercial use. It does not replace legal, medical, specialist aesthetic advice or the professional's technical assessment.
- Author: Saloria
- Updated: 2026-05-22
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Frequently asked questions
Which numbers actually matter?
Close rate on proposals, percentage of appointments booked before leaving, and annual value per client.
Why not look at revenue?
Because seasonality and working days make it hard to attribute: the method's effect isn't distinguishable from the noise.
How long before a change shows?
Six to eight weeks for the close rate, three to six months for return frequency.