Regular customer: useful tips

Understanding your loyal customers is crucial, otherwise they will leave you and go to your nearest competitor, warns brand artist Joe Robertson .

We noticed similarities with mailing list usage statistics for beauty salons in the UK. The ideal client and the points of communication with him were explained very clearly on HJ , and we translated these tips for you.

A common mistake salon owners and stylists make is misunderstanding their ideal client. In particular, it is a mistake to not spend enough time getting to know them. Many shops are closing on the high streets, but salons seem to be popping up everywhere.

Additionally, consumers are more aware than ever of the professional techniques and products that are available on every channel. How can you cut through the noise to grow your business? If you honestly ask yourself, can you explain who your ideal client really is?

You may feel like you know who comes into your salon, but is this the person who will become them in the future? The better you know your ideal client, the more likely you are to provide a service that will definitely help them.

Be the solution for your client

Take a look around your showroom today: Are these products just collecting dust, or are you stocking items that your ideal client purchases regularly? Are there services on your menu that no one orders? If you can provide a solution to someone's problem, you will make money. The better you know your ideal client, the easier it is to provide them with the services they need, rather than the services you want to provide because you and your team like them.

The Power of Email

The most powerful form of communication is your newsletter. In a recent survey, 60% of salons responded that they had never sent emails to addresses in their databases. Everyone has powerful computer systems with thousands of email addresses, but three-fifths of those surveyed chose not to communicate with their clientele.

For a consumer, giving their email address to a brand means they are interested in what you have to say. This is your perfect opportunity to talk to your ideal client and ask them what they want from you, tell them about your new services and special offers.

Use your client's tone of voice

Customers will no longer just walk through your door. The ideal client is looking for services that will help them solve their hair problem, but you need to tell them that you have the solution. If you're trying to build your salon, do some market research and start creating Instagram polls. If you feel like you've designed the salon of your dreams, but clients aren't booking, start asking them why?
Once you have identified your ideal client, you can thereby sell them tone of voice. You'll also provide them with the services they need: this could be later in the evening if your ideal client works full-time or works on Sundays. Tap into your customers' emotions and give them what they want because people buy services and products to feel good. You can't tell the client that they have to come for the color, you need to sell them the story of what you have to offer, and it's important to respect their emotional needs.

3 steps to finding your ideal client

1. Create a questionnaire that can be filled out at the front desk before the client leaves the salon. Find out how your story/experience resonates with the client through questions such as: why are you attracting them, what part of your story excites them and makes them feel like you “get” them and can help?

2. Start writing a blog to show your clients that you are an expert on the topic of hair.

3. Be consistent when you know what your ideal client needs. Build and live up to your brand and your customers will come back to you.