I just discovered a New Zealand-based salon consultant named Maxim Titter (www.fishonaplate.com). When she had a salon, she came to the conclusion that her best clients were generally in their 40s plus. They were highly skilled, professional, and well traveled. They excelled in their chosen professions, paid attention to detail, and expected the same from others. According to Titter, this is how to attract these relationship-oriented clients:

Give great quality service consistently. Every time clients visit your business they must get the same consistent service — in other words great quality service needs to become a habit. Suppose you went to McDonald’s and one time you got pickles in your burger and the next time you didn’t? Now McDonald’s hasn’t built its empire on having the greatest hamburgers; it has built its reputation on being consistent. You can travel anywhere in the world and you’ll get the same burger. The lesson is to create and stick to the same consistent service every single time with NO exceptions.

Provide clean, comfortable, and attractive surroundings. Offer a sanctuary of peace, relaxation, and respite from the world — even for a moment — allowing clients to feel pampered, beautiful, rejuvenated, and above all else like they want to stay.

Look professional and well-groomed. All too often I see nail technicians with no nails. The message you convey to your prospective clients is that your nails are bad quality — or else you’d be wearing them yourself, wouldn’t you? If you think your clients believe the old story that you’re too busy, think again!

Address them by name. There is nothing sweeter than the sound of your own name remembered and used throughout a service. Regularly refer to clients by name and it will help build strong relationships.

Listen attentively to and show genuine interest in your clients. Don’t talk all about yourself — the client is just being polite when she asks. Turn the conversation back to her. After all, she is paying for you to listen. And you can’t build a solid relationship if you don’t know anything about your client or her interests.

Respect your clients’ right to confidentiality. Never repeat any aspect of conversations.

Know your stuff. Be knowledgeable and passionate about the products and services you are providing. Nothing instills greater confidence.

Be genuine, warm, welcoming, and hospitable. Be a real pleasure to be around and be sincere in all your intentions.

Pleasantly surprise your clients with rewards, gifts, and specials. Recognize and reward clients for their loyalty. Especially in the face of competition and fluctuations in the economy.

Present the highest level of safety and hygiene in all practices and procedures. Never

compromise on health and well-being. Again, make sanitization and disinfection a consistent procedure that you always follow.

— Judy