And the importance of showing up as yourself in the salon and on social media.
Hair styling is a passion, but it’s also a business—and growing a business takes time and effort. Honing your online presence and finding a way to market your talents requires an entirely different set of skills than an 11-hour color correction (though both are impressive).
Taking a client from a total stranger to a trusted regular is a feat, and that work begins long before someone is sitting in your salon chair. If you’ve been feeling like you're at a standstill growing your client list, we've some expert tips from Amber Thorne, K18’s Director of Education Design + Development.
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social media
“I always say you have to make sure that you’re decorating before you invite people over to a party,” says Thorne. “Your social media is a great place to start.” Social media often acts as a first impression. It tells people who you are.
Check your social media and make sure it represents not just you, but the clientele you’re hoping will walk through your door. Some questions to ask, according to Thorne: “Is it mostly the type of services you’re looking to attract? Does it show a piece of your personality? Are you regularly posting to boost engagement?”
analyze your current client list
In your search for new clients, it helps to look for patterns among your current clients. Who do you tend to attract? Where did they find you? What services are they asking for? “It’s always best to start with what’s working well. That helps you identify areas of opportunity,” says Thorne.
If you have a bunch of color clients, then it might be time to start showcasing your signature cuts, for example. It helps to keep things diversified, so you are never relegated to only doing one thing.
learn something new
It’s always fun to learn something new. From a business perspective, “attending some education allows you to do more services than what you’re currently able to offer,” says Thorne. Getting K18REPAIR™ certified not only brings in money, but also repeat clients who keep coming back after seeing the difference it makes on their hair health. The same is true for coloring techniques, chemical treatments, curly cuts, the list goes on! “Make sure that you’re creating offers and opportunities for clients to try something new,” says Thorne.
switch up your hours
“Clients have schedules just as hectic as yours, and sometimes it’s important to make sure that you’re available when they are,” says Thorne. There will always be some trial and error when it comes to your schedule.
As every stylist knows, every week is totally different. Use this flexibility to your advantage by taking stock of your busiest days and cutting down on slow days. Who says you can’t shift your schedule around your clients to make the best use of both of your time?
reward loyalty
Clients are walking advertisements, and for those who have been coming to you for years (and referring others to you for years), it just makes sense to show your appreciation. “It’s important not to neglect your existing client base,” says Thorne. “Make sure you’re offering them rewards for their loyalty, whether it’s a referral program, a longer consultation, or a special treatment service such as K18REPAIR™.”
Because happy clients bring in more happy clients.
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