Your clients hold you in high regard – a sentiment worth acknowledging.
For many, your salon transcends the conventional role of a beauty haven; it becomes an intimate space where more than just hair is attended to.
In moments of crises or last-minute mishaps, they turn to you, placing their utmost trust in your expertise. You’ve become privy to their innermost secrets and encountered aspects of their physique that require a delicate touch.
These clients embody the ideal customer for any business – fiercely loyal individuals who champion your establishment, effortlessly referring friends. Their commitment extends beyond seeking discounts; they willingly pay full price to champion a business they hold dear.
To them, you’re not just a service provider but an integral part of their extended family.
While you may already have clients falling into this category, the question arises: How can you cultivate even more of these dedicated patrons?
Bonds Build Businesses
In the dynamic realm of the salon industry, the focal point is undeniably people. It revolves around the art of enhancing their appearance and boosting their self-esteem, intertwined with the relationships cultivated along the way.
The depth of these connections directly correlates with client loyalty and, ultimately, the success of your venture. The question arises: How can you forge new connections while fortifying existing ones?
Fortunately, the answer is delightfully simple—reveal more of your authentic self.
Allow me to elaborate.
Many business owners assume that the sole narrative should revolve around their services. Consequently, their social media feeds overflow with before-and-after snapshots, product images, and the occasional lip-sync video for good measure.
To be clear, I’m not suggesting that these elements shouldn’t be part of your content strategy. What I am emphasising is the need for diversity beyond the routine.
It’s the additional facets that will make a significant difference.
Picture yourself as a newcomer in town, seeking a new salon. As you scroll through Instagram, a plethora of options unfolds before you. Or does it?
While there may be numerous salons, they seem eerily similar—like carbon copies of each other. The ubiquitous before-and-after images, Canva-inspired quotes, and uniform treatment lists make the decision-making process unexpectedly challenging.
How does one stand out in a world where conformity reigns?
Herein lies the key—the truly unique aspect about your salon is YOU!
Don’t conceal yourself behind a logo; embrace visibility. As a business owner, an entrepreneur, and a community pillar, your distinct persona attracts people. Be easily discoverable when potential clients come searching for you.
It’s Time To Pull Back The Curtain
Engaged in the realm of human connection, our business revolves around people, recognizing the pivotal truth that people prefer to buy from those they know, like, and trust. To welcome more individuals into our lives and businesses, it’s essential to shed any hesitations and reveal more of our authentic selves.
Consider this: What does your business signify? What principles do you uphold? What values guide your endeavors? These aspects serve as cues for potential clients to determine if your salon aligns with their preferences. Without this clarity, they might resort to guesswork or opt for the salon down the road.
This principle extends not only to the business’s persona but also to that of the owners, amplifying the overall impact. For instance, if your salon promotes a vegan ethos, it should be unmistakably evident from the moment a client steps into your establishment, encounters your social media presence, or peruses a leaflet. The goal is for them to think, “This is the salon for me!”
In a landscape where clients have an abundance of choices, make the decision easy for them by standing out as the unmistakable and preferred option.
There’s a magical outcome when you communicate openly about your values, beliefs, and expertise with your clients. It’s a two-fold effect – you attract more of the clients you desire and fewer of those that don’t quite align with your salon’s essence.
When your messaging is broad, reaching out to everyone as a generalist business, you cast a wide net. As a result, you may attract a diverse clientele, some of whom are an excellent fit, while others may not quite align with your salon’s unique offerings.
The Sweetest Of Sweet Spots
To cultivate a clientele that brings you as much joy as you bring them, consider this tried-and-true recipe:
First and foremost, define with precision the individuals you cater to and how you cater to them. Delve into the specifics of your target audience – who are you aiming to attract, what challenges do they seek your assistance with, and what commonalities do you share?
Extend this introspection to your own personal beliefs, values, and the principles your business stands for. This applies not only to your individual identity but also to the persona projected by your business.
Now, it’s time to broadcast this information boldly. Don’t shy away from discussing these aspects publicly. If, for instance, your stance against animal cruelty drives you to exclusively stock vegan products, proudly showcase it! If vibrant pink hair is your signature, embrace it and flaunt it!
Every email, social media post, or video is an opportunity for current and prospective clients to deepen their understanding of you and your business.
With each communication, your message will either resonate, bringing clients a step closer to you, or it might repel, causing them to take a step back. Embrace both outcomes, as they lead to a refined clientele, consisting more and more of the clients you initially aspired to work with.
Bio
Meet Ryan Power, a salon mentor, dynamic speaker, and devoted hummus enthusiast.
Together with his wife Hollie, they steered their thriving day spa and salon for over a decade. Later, they redirected their focus to their coaching brand, Salonology, to assist others in building their dream businesses.
Currently, they serve as coaches and mentors for over 450 salon owners, offering valuable insights through their VIP Gold Club membership program.
