There’s this perception in the industry that it takes time to build a clientele. This perception isn’t new. It’s a tale as old as time…but is it right?
The older generation of stylists think that the younger stylists who want to build a clientele fast are entitled or don’t understand how hard it is.
But in reality, it’s that the learning curve has changed. The tools we have today to help build a clientele didn’t exist six years ago.
Meaning that today, it is fully possible to build a clientele in a year or less.
If you want to build a clientele fast as a senior stylist, new grad, returning to the industry, or moving, there are four questions to ask yourself.
Let’s dig into them!
Question #1: Have you mastered the knowledge of your specialty?
If you’re a cut-and-color speciality, are you proficient at cuts, formulation, and foils? If you’re an extension specialist, do you know how to install, place, and remove extensions?
Here’s the thing: The less mastery you have in any speciality, the more it’ll work against you. And the longer you stay average in your skillset, the more it’ll ruin your reputation… Meaning, the harder it will be to grow because no client today wants to see a mediocre stylist.
This is where the whole “it just takes time” causes trouble. It allows stylists to think if they keep working for years, they’ll eventually get the freedom-filled life they want.
If you don’t yet know what you’re doing, consider this your invitation to educate yourself. Education is one of the most profitable investments you can make. Why? Because confidence comes from education. Once you’re educated, you’re unstoppable.
Does this mean listening to a podcast or reading a business book? No. It means clearly identifying what you aren’t good at, finding the resources you need to get educated, and dedicating time each week to improving.
Question #2: Have you built proper awareness?
We’re living in a client-driven market. Meaning clients are no longer interested in only seeing the veteran stylist or salon owner. They want to know what you’ve done for them lately.
In other words, you can’t just prove how educated you are and that you’re the best in your market with your specific skillset once. You have to prove it over and over. This is why your website, social media, and online review (a.k.a., your Marketing Funnel) matter because it’s what makes you stand out.
If you want to grow your clientele and make more money, you have to build proper awareness. But what is proper awareness?
There’s two ways that people generally find out you exist:
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Word of mouth
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Organic search
Here’s the rub: all the awareness in the world won’t save you if you have no brand and poor guest experience.
You have to lean into the Marketing Funnel as a whole to build the awareness (and therefore clientele) you crave.
Want to dive deeper into the Marketing Funnel? Check out our free Stylist Success Hourglass!
Question #3: Do you have market authority?
Marke authority (a.k.a., market dominance) is when you do something better than the other choices out there.
Consumers today are always comparing one business against another. To stand out, ask yourself…
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How are you showing you’re the best choice?
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What sets you apart?
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How have you established your credibility?
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Are you giving the best value?
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Are you the best option in your marketplace?
In short, you’ve got to give clients something to talk about.
And it’s got to be more than great hair, a cute salon, neck and shoulder massages. Those are considered basic today. What else you got?
You have to make it clear that you are the best of the best. That’s when you get to charge top dollar, to grow fast, to become the hottest stylist in town.
Question #4: Do you have a hook?
According to the U.S. Bureau of Labor and Statistics, our industry is set to be the fastest-growing trade over the next eight years.
In other words, competition is stiff and it’s going to stay that way. If you want to grow a clientele fast, you need to nail down your hook.
What’s a hook? Generally speaking, it’s what you’re doing differently.
Think immersive salon experiences, unique branding, or unique methodologies.
Basically, it’s high perceived value. Because whatever you think of yourself doesn’t matter. What only matters is what the clients think of you. That will grow your business fast, slow, or stall it out completely.
Perception is the reality, friend. What is yours saying?
If you want to grow faster, these four factors are key. It’s not about blowing up on Instagram, having the world’s best referral program, or copying the stylist next door. It’s about saying “What does my business need?” and focusing on that without excuses.
So answer these four questions honestly, pour into the action steps that come from them, and lean in. You’ve got this.
If you want a jumpstart on building this awareness and value, check out our Increasing Perceived Value & Recession-Proofing Your Business workshop replay!
If you want to dive deeper into how to increase your retention, new guest requests, AND income without working more hours behind the chair, join us in Thriving Stylist Method!
