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 That age old chestnut…..”I run a salon and I am wanting to get more clients.” “How do I get more clients?” “Where does everyone else advertise to get clients?” “Do you do specials?” “What about running competitions?” “When should I run a competition?” “Are my prices too high?” I love all these questions. They are all valid questions and we have all asked them at some point in our business journey. What I love the most, are the responses people chime in with when they comment on posts to questions like these. “You should charge what everyone else in your area charges.” “Your prices are too high and that’s why you don’t have any clients.” “You should run specials all the time to get people through the doors.” “Advertise on Facebook Marketplace….its free.” Every single one of those responses are complete bullsh!t. Yep….and let the rant begin. Let me get straight to the point….your prices (generally) are not the reason you are not seeing clients. If you’re running specials every 5 minutes, it makes your salon look like “Crazy Clarkes.” And we all know what happened to them. Competitions are great! They create awareness and excitement. But, running them all the time is exhausting for you, and your potential clients. Your prices are your prices for a reason. Here is the most sincerest truth that I can give you. You are not seeing clients because you are not advertising to them properly. You are not standing out from the crowd. Your work may simply, not be up to standard for what you are charging OR your customer service is sh*t. These are some hard truths and I am truly sorry if I have offended anyone but it had to be said. When it comes to advertising you are not looking for any customer that will give youmoney. Anyone that has told you that, has no f*cking idea how to advertise. I can bet you that they charge under the industry standards for their treatments too. I bet they also run discounts and specials all the time. But guess what, they are probably still struggling to get clients through the door.

Ideal Clients

 Before I go into any further ranting comments, let me explain who you DO need to advertise to. Each salon (even franchise businesses) will attract a certain type of clientele. You need to nail down exactly who that client is

  • What they look like 
  • How many (if any) kids they have 
  • What they do for work 
  • Are they married 
  • What car do they drive 
  • What does their house looks like 
  • How much they get paid a year 
  • What they do for a job

Keep going with as many identifying features as you possibly can for this person. Then lastly, give them a name. This is the person that you want to attract to your business. This is the type of person that you are marketing to. This is the person that you should be thinking of when you write your posts and ads. This is what is know as your IDEAL CLIENT. Without an ideal client, you are simply p*ssing your money away when you do a paid ad or boosted post. This is because you are just casting a net out there and hoping to catch a fish. When you target your ideal client… are doing exactly that. You are targeting that type of person that you want in your salon and not wasting your money. 

Unique Selling Point

 The next thing you have to do is…..make yourself stand out from the crowd. This is known as your USP or Unique Selling Point. This is crucial. If you do not stand out from the crowd, why would anyone change the salon that they go to now, to come and see you? What is it that you do in your salon that makes you different from the other 200 salons in your immediate area? Is it that you allow kids in your salon? Is it that your salon is eco friendly? Is your salon Vegan? Is it your safety for your clients? Whatever it is you do differently, do your clients know that you do that and no one else in your area does the same thing? Once you nail down your USP, market the sh*t out of it. Scream it from the roof tops. Tell the whole world. Plaster it all over your Facebook, Instagram, TikTok and Snapchats socials. Whatever platforms that you use. Your ideal clients needs to know why you are different. Why they should be giving you their hard earnt cash and not that salon down the road. Now, I know that I said that your prices are not your defining factor. And they are not. But if your work is cr*p, and you are charge more than any other salon, then you really need to look at your pricing, or you need to go do more training. The biggest factor for a client to stick with a salon, is their customer service and how that client gels with the therapist. If you are stuck up, rude, treat your clients like they are less than you and you are all high and mighty… will be in for a rude shock. Clients do not respond well to that at all. You will find this out the hard way. When there is a problem, instead of feeling comfortable with you, they will go behind your back and b*tch about you. They will tell all their friends and family. Pretty soon, those appointment bookings will have chirp chirp chirp coming out of them. If you are honest, friendly, share common interests and not fake with your clients, they are going to stick around. They will pay you whatever you want them to pay (within reason), just because they like you, the person. Don’t be afraid to do this on your business Facebook page either. This is a great way to introduce yourself to your clients. Let them see that you are a real person with feelings. A person that has ups and downs and loves watching trashy tv or is into docos or whatever it is that you are into. So to go back over everything, so you know how to get more clients. Work out your ideal client and advertise to them. Advertise the sh*t out of your USP. Keep up with ongoing training so you become the expert person in your area for the treatments you provide. Be relatable with your clients. Don’t put on fake fronts just because you think you have to. Be real. Be honest and be friends

This is just the tip of the iceberg when it comes to marketing and advertising to your clients. If you want to learn more, our online course Understanding Marketing to Gain More Clients delves much deeper into how to market to your clients and become that stand out salon in your area. Feel free to check it out now 🙂

 End of rant…..for now xxSteve

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