I once read that clients will remain in a salon 85% of the time to continue the relationships they’ve built versus 15% who will stay for the service received. Isn’t that amazing? We’ve all known people who say, “I’d love to try having my nails done by you, but I’ve been going to the same girl forever.” I ask: Why can’t it be both?
So many of us have spent countless hours (plus lots of money) honing our technical skills. We’ve attended classes, practiced on everyone we know, entered competitions, etc. We keep getting better and better. But no one seems to know how to find us. We can’t seem to find the right clients and keep them.
On the flip side, there are those who network like a pro. They’re always in and around the community. They send out newsletters, keep in contact with every client that comes in the door. They set up promotions, referral contests, you name it. But the work they do is mediocre at best. So why are they so busy?
Can you imagine what it could look like for you as a technician to have the whole package? Can you picture your clientele growing as you read this? Because folks, if you are reading this, you’re well on your way! These blogs are for the growing technician — you.
It seems it must take brilliance of some sort to become successful. Though it might help, it isn’t the only virtue to consider. Tenacity, courage, consistency in action, and belief in yourself are the keys. Remember, you need to be in front of your clients seven to 15 times a year to keep a relationship. Newsletters are great; what else could work? Joining a networking group is a fantastic way to have others referring to you. It’s also a great opportunity to be in front of many different business owners and employees from trades you might not otherwise come into contact with. What else could networking do?
It’s only about 100 days until Christmas. Yikes. What do you have planned to thank your clients? How about an open house with special promotions? What else could you do to say thank you? Gift certificates, referral contests, promotional sales, etc. What are the successful businesses doing that works? Get that brainstorming going!
Do you see how these consistent actions and relationship-building ideas set you apart from the rest? Try some on, but don’t forget to track your results. Let’s make the rest of this year go out with a bang.
—Heather, success coach