Building a client base is arguably the most important objective for any business owner. As a hairstylist, attracting new clients while providing exceptional service to current ones can seem like a daunting task, but it doesn’t have to be.
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Building or expanding your clientele will take time, effort and most likely, money. You already know what you’re doing behind the chair, but it’s important to recognize opportunities outside the salon, as well.
Once you have them, keep them.
OK, this is decidedly an “inside the salon” tip, but it’s the most important — and it happens when your client leaves the salon. You’ve likely heard some variation of the phrase, “It’s cheaper to retain a current client than land a new one.”
This adage is ubiquitous in business because it’s true. Generally, it costs five times as much to attract new customers than it does to keep existing ones. This is because new customers need a wealth of information in order to make a confident decision to patronize your business.
However, your faithful regulars keep coming back for a reason. Keep providing an excellent experience and exceeding your clients’ expectations, and they’ll not only keep coming back, they may bring a friend along next time.
Don’t be afraid to ask for referrals — you could even implement a referral program to encourage your clients to spread the word when they walk out the door.
Find a realtor friend.
Here’s an observable fact: Everybody has at least one realtor within a few degrees of separation in their social circle. Think about it: you probably know at least one friend-of-a-friend realtor, and guess what they do all day?
They spend time face to face with people who are new to the area. Every one of those people will likely need a haircut at some point. This is often one of the things new residents overlook while seeking referrals for doctors, childcare, restaurants, etc. But good realtors may provide a comprehensive list of recommended services (like yours!) to new clients.
Speak to your realtor friends (or make one a new friend!) and make sure you’re on that list. Offer to provide some samples of your products and a business card to include in welcome baskets or packets. If they don’t do this already, chances are they’ll realize it’s a good idea and begin.
Use. Social. Media.
At this point, it’s mind-boggling that a business owner would not use social media as a promotional tool. But many professionals struggle to find time for social marketing between a grueling salon schedule and all the demands of real life.
However, a well managed Instagram, Facebook, or Snapchat (for the new generation) can be invaluable for showcasing your skills. Ask clients if you may take and use before-and-after photos on your social media sites. Showcase your talents!
If possible, tag your client in the post to increase visibility among her friends and connections, and always use relevant hashtags to capture a wider audience. Best of all, you can post updates from your couch, while waiting in line at the drive-thru, or stuck in traffic.
Keeping your current client base happy and expanding your reach to new ones will keep your business profitable. You already know most client retention is done behind the chair, but don’t overlook opportunities outside of the salon.
Do you have a unique method of attracting new clients? Drop it in the comments to share with our readers!
-Easy for you, Easy to love-
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