{"id":37108,"date":"2018-08-27T21:03:02","date_gmt":"2018-08-27T20:03:02","guid":{"rendered":"https:\/\/phorest-ob-staging.com\/?p=37108"},"modified":"2022-06-08T13:34:13","modified_gmt":"2022-06-08T13:34:13","slug":"attracting-right-clients-salon","status":"publish","type":"post","link":"https:\/\/www.phorest.com\/us\/blog\/attracting-right-clients-salon\/","title":{"rendered":"Who&#8217;s Your Bernie? Attracting The Right Clients To Your Salon"},"content":{"rendered":"<p>We all have a Betty. You know the type \u2013 she\u2019s booked for a full cut and colour, the last time she was in she was 25 minutes late, and the time before that she didn&#8217;t turn up. She never listens and always moans about her colour fading. But what does she expect? She\u2019s using some crappy store-bought products that you wouldn\u2019t use on your daughter&#8217;s dolls.\u00a0<em>&#8220;Why are you writing this?&#8221;<\/em>\u00a0you might ask. To help salon owners realise that <a href=\"https:\/\/www.phorest.com\/us\/blog\/fire-bad-salon-customer\/\" target=\"_blank\" rel=\"noopener noreferrer\">they don\u2019t need to put up with crappy clients<\/a>. As long as your service, salon, team and pricing are in alignment, you really don\u2019t have to. The pain of working with these clients is not worth the return &#8211; instead, working with the right clients will bring you joy, motivation and it will grow your business.<\/p>\n<p><!--more--><\/p>\n<p><strong>Listen to the audio version of this blog, and\u00a0<a href=\"https:\/\/itunes.apple.com\/ca\/podcast\/the-phorest-blog\/id1182467915?mt=2\" target=\"_blank\" rel=\"noopener noreferrer\">subscribe to the Phorest Blog Podcast here<\/a>:<\/strong><\/p>\n<p><iframe title=\"Spotify Embed: Who\u2019s Your Bernie? Attracting the Right Clients to Your Salon\" style=\"border-radius: 12px\" width=\"100%\" height=\"152\" frameborder=\"0\" allowfullscreen allow=\"autoplay; clipboard-write; encrypted-media; fullscreen; picture-in-picture\" loading=\"lazy\" src=\"https:\/\/open.spotify.com\/embed\/episode\/4CtYiJQv1jYuMsftdqprw7?si=cxOGS-YaSqiyqzshX9K0Dg&#038;utm_source=oembed\"><\/iframe><\/p>\n<h2>How To Get Rid Of Your Nightmare Clients Or, How To Attract The Right Type Of Client To Your Salon<\/h2>\n<p>When I first opened my salon 13 years ago <em>(I\u2019ve been hairdressing for 30 years, but that\u2019s another story) <\/em>and\u00a0after the excitement wore off, I had a sudden realisation. It was my responsibility for the salon to make money, to have enough to pay the team and to make sure we had enough clients to do that. I thought the best way to do this was to attract as many people as I possibly could \u2013 if you had hair then you were our client \u2013 or so I thought.<\/p>\n<p>However, after a few years of working all the hours I could, I realised that while some clients were okay and some were amazing, there were some clients whom we dreaded coming into the salon. The ones who sucked the life from us, the ones who were always late, or who didn\u2019t bother to turn up at all. The ones who would always complain, or even bring their own colour. Honestly! We have, on occasion, been asked to apply colour from the chemist*! It was at this point I thought <em>\u201cthere must be a better way,\u201d<\/em>\u00a0and of course there is.<\/p>\n<h6>* From the pharmacy.<\/h6>\n<h3>Turning Things Around<\/h3>\n<p>In 2014, I realised something had to change in the salon \u2013 we were busy, but the financial side wasn\u2019t good, and the average client spend wasn\u2019t enough. I saw a motivational coach, and I looked at the salon, my team, and our clients. But what I came to understand was that I needed to become a better leader. That to properly lead the people who came to work for me every day, I needed to step up. It was at this time that I was introduced to content marketing\u00a0and this is when I learned about the importance of customer personas and attracting your perfect clients.<\/p>\n<p>However, you must be ready &#8211; I mean really ready &#8211; for the changes you need to make, because if you\u2019re attracting the wrong clients, then I&#8217;m afraid you\u2019re doing something wrong. Now, don\u2019t be shocked by this, because the sooner you realise that it\u2019s all up to you, the quicker you can move away from the wrong clients \u00a0\u2013 the Bettys \u00a0\u2013 and \u00a0move on to attracting the right clients for you \u00a0\u2013 your Bernies.<\/p>\n<p><iframe loading=\"lazy\" src=\"https:\/\/open.spotify.com\/embed\/episode\/2UwkGc0te7xMHSmRexuCaT\" width=\"800\" height=\"75\" frameborder=\"0\"><\/iframe><\/p>\n<h2>What You Need To Know<\/h2>\n<ul>\n<li><strong>Who is your perfect customer?<\/strong><\/li>\n<li><strong>What does your salon say about you?<\/strong><\/li>\n<li><strong>What does your price list say about you?<\/strong><\/li>\n<li><strong>What does your team say about you?<\/strong><\/li>\n<\/ul>\n<p>But, most importantly:<\/p>\n<ul>\n<li><strong>What are you saying about you and your salon?<\/strong><\/li>\n<\/ul>\n<p>As you can see, there is a lot involved in finding your Bernies, and it doesn\u2019t happen overnight.<\/p>\n<h2>Who Is Your Perfect Customer?<\/h2>\n<p>Let&#8217;s start here because, unless you know who your Bernies are, you won\u2019t know how to attract more of them. We do this by designing our perfect customer. To make this easier, we can use one of our favourite customers \u00a0\u2013 we\u2019ll use Bernie here \u2013 and write a story about her.\u00a0Our customer personas are based on actual clients. However,\u00a0we are also working on a new customer persona, Rainbow Rachel. Maybe you can guess what type of hair she\u2019ll have!<\/p>\n<h3>Our Bernie<\/h3>\n<p>Our Bernie is retired. She has short hair, four dogs and owns her own business (<em>although she doesn\u2019t work in it)<\/em>. She likes to read books and drink gin. She uses Facebook and regularly likes, comments on, and shares our content. She loves her hair to look good and listens to the advice she is given. She books an appointment every 4\u20135 weeks and buys products from us to tame her hair. She likes variety in her hair colour, and when she\u2019s in the salon, she knows all the team and chats with other customers.<\/p>\n<blockquote><p>Related |\u00a0<a href=\"https:\/\/www.phorest.com\/us\/blog\/ideal-salon-client\/\" target=\"_blank\" rel=\"noopener noreferrer\">10 Advantages Of Better Understanding Who\u00a0<em>Your<\/em>\u00a0Customer Is<\/a><\/p><\/blockquote>\n<h2><\/h2>\n<h3>Where To Start In Your Salon<\/h3>\n<p>First, run a report for the top 20 clients for each team member.<\/p>\n<ol>\n<li>There will be some clients who you actively look forward to coming into the salon.<\/li>\n<li>There will also be clients who are okay \u2013 they\u2019re good clients, but you don\u2019t necessarily bond with them \u2013 and you\u2019re happy for them to be on your list. In time, some of these may become Bernies.<\/li>\n<li>Then, there are the clients who make you weep. Your Bettys. These are the ones you need to let go.<\/li>\n<\/ol>\n<p>Now look at these top 20 clients for each stylist and start with getting to know them.<\/p>\n<ul>\n<li>Where do they shop?<\/li>\n<li>What TV programmes do they watch?<\/li>\n<li>What hair problems do they have?<\/li>\n<li>What sort of clothes do they wear?<\/li>\n<li>Where do they go on holiday?<\/li>\n<\/ul>\n<p>Look at the differences and similarities in their types of personalities. What connects them? What services do they use? Are they buying retail? Which of these clients would you like more of? The answers will help you to create content for your\u00a0website and social media channels. Post about things that your favourite and the right clients will want to read and share with others.<\/p>\n<p><strong><a href=\"https:\/\/www.phorest.com\/us\/blog\/ideal-salon-client\/\" rel=\"noopener\">Download this printable sheet, fill it out with your team and pass around a final copy.<\/a>\u00a0It\u2019s important that your staff also knows who your mission serves best.<\/strong><\/p>\n<h3>Attracting More Of The Right Clients<\/h3>\n<p>Take a closer look at what these clients that you have previously identified like about your salon. You could do a short survey or, even better, just take the time to talk to your clients and ask for some feedback. Hit their pleasure points and work out why they love you. Is it your expertise? Is it the coffee you serve? Also, work out what you can do to make their visit just a little more memorable, and what you can do to make sure they are happy.<\/p>\n<p><strong>Then, give them more.<\/strong><\/p>\n<p><strong>And that is how to do it. By focusing on the needs and preferences of the first two groups on your list, you will create a service and environment that attracts your ideal clients \u2013 your Bernies.<\/strong><\/p>\n<h3>Getting Rid Of The Bettys<\/h3>\n<p>Our nightmares are banned from the salon, which means that if they call in to book, we don\u2019t make it easy. We avoid giving in to them and are not bullied by them. We have clients who have been asked to pay a deposit after three missed appointments and guess what? They went elsewhere. But does that matter? No. Because there are new clients wanting their appointments who will turn up.\u00a0We no longer are their type of salon, and the salon is now filled with clients who are right for the team. In saying that, we are always looking ahead and making small changes as we go.<\/p>\n<p><strong>Over time, we found that the Bettys dropped off naturally. You don&#8217;t need to be nasty or evil &#8211; plus these are the people who will air their grievances on social media<em>.<\/em><\/strong><\/p>\n<h2>What Does Your Salon Say About You?<\/h2>\n<p>Now that you know who your target audience is, what are you doing to make sure clients<em> (the right ones)<\/em> want to come to your salon?<\/p>\n<ul>\n<li>Is your salon a suitable environment for your clients?<\/li>\n<li>Is the parking and <a href=\"https:\/\/www.phorest.com\/us\/blog\/salon-spa-services-clients-disabilities\/\" target=\"_blank\" rel=\"noopener noreferrer\">accessibility<\/a> up to scratch?<\/li>\n<li>Is your <a href=\"\/?p=14266\" target=\"_blank\" rel=\"noopener noreferrer\">outside window<\/a> attractive?<\/li>\n<li>Will your <a href=\"https:\/\/www.phorest.com\/us\/blog\/salon-decor-reception-area\/\" target=\"_blank\" rel=\"noopener noreferrer\">interior decor<\/a>, refreshments, and price list appeal to your Bernie?<\/li>\n<li>Does your <a href=\"https:\/\/www.phorest.com\/fm\/phorest-fm-episode-71\/\" target=\"_blank\" rel=\"noopener noreferrer\">staff greet clients in a welcoming way<\/a>?<\/li>\n<\/ul>\n<p><strong>Stop and have a look around.<\/strong> Put yourself in the shoes of your favourite clients \u00a0\u2013 what can you do to encourage more of them?<\/p>\n<p>Three years ago, we overhauled the salon &#8211; starting with me. I knew we were getting something wrong and I thought it was our website when in fact, it was actually our brand that was missing. We didn\u2019t know who we were trying to attract. Once we stopped and paid attention, we realised what needed to be done.<\/p>\n<p>I found a brand expert, Col Gray at <a href=\"https:\/\/pixelsink.com\" target=\"_blank\" rel=\"noopener noreferrer\">Pixels Ink<\/a>, who I initially went to with a \u00a3300 budget for a website. After talking with Col, I realised that I needed to bring my salon vision together, not just with a website, but with a brand. This ended up costing ten times more than my original budget. A significant difference, but well worth it because we had a new identity. One that stands out in the market.\u00a0<strong>Is your salon saying the right things?<\/strong><\/p>\n<h2>What Does Your Price List Say About You?<\/h2>\n<p>Along with the rebranded website, we started to see a difference in the clients who were coming through the door. No more cheap dry cuts. Why? Because they\u2019re not on our price list. A dry cut costs the same as a wet cut, which is only a few pounds cheaper than a full cut and blow dry. We took the bottom services off our list and added in some extras.<\/p>\n<p>Then there\u2019s pricing. <a href=\"https:\/\/www.phorest.com\/fm\/phorest-fm-episode-72\/\" target=\"_blank\" rel=\"noopener noreferrer\">How do you price for services?<\/a> Because if you\u2019re not making enough, you can\u2019t pay your staff enough. You need to <a href=\"https:\/\/www.phorest.com\/us\/blog\/salon-profit-loss-report\/\" target=\"_blank\" rel=\"noopener noreferrer\">go deep into your figures<\/a> and look at how much you\u2019d like to pay your team. My ethos about wages is part-time hours, full-time pay. I believe you should work hard, but be paid well. You\u2019ll attract and keep the right stylists by having a good <a href=\"https:\/\/www.phorest.com\/us\/blog\/salon-pay-structures\/\" target=\"_blank\" rel=\"noopener noreferrer\">wage structure<\/a>. <strong>But you can\u2019t pay the right people the right money without <a href=\"https:\/\/www.phorest.com\/us\/blog\/raise-salon-prices\/\">charging the right prices<\/a>.<\/strong><\/p>\n<h2>What Does Your Team Say About You?<\/h2>\n<ul>\n<li>How do they <a href=\"\/?p=13258\" target=\"_blank\" rel=\"noopener noreferrer\">look<\/a>?<\/li>\n<li>Are they <a href=\"https:\/\/www.phorest.com\/us\/blog\/salon-training-courses\/\" target=\"_blank\" rel=\"noopener noreferrer\">well trained<\/a>?<\/li>\n<li>How do they get on with clients?<\/li>\n<li>Do they have good clients?<\/li>\n<\/ul>\n<p>You can\u2019t find the right clients and make changes in all these areas without the team\u2019s support, and all through the process, I did have their support. I\u2019m sure your team would support these changes too \u2013 the more perfect clients they have in their day, the better. This, for us, is still ongoing, just like a website is never finished. We continually upgrade things in the salon. We invested in our employee Jenna to take care of reception and so many other tasks in the salon. This means that the stylists can fully concentrate on their clients. No need to run off to answer the phone\u2026<em> (you know, your best clients probably don\u2019t like this!)<\/em>.<\/p>\n<p><strong>My theory is that if I can take care of my team, then the team takes care of the clients. However, the team needs to be a reflection of the salon. You are all a reflection of each other.<\/strong><\/p>\n<h2>What Are You Saying About Your Salon?<\/h2>\n<p>It took me some time to figure this one out, but it all comes down to you. This is your salon, your dream, and whether it all works out or not is all down to you. Now, I\u2019m not saying that it\u2019s you that has to do all the work. But what you do have to do is surround yourself with the right people, whether it\u2019s the right team or the right clients. Each part has to work, and that&#8217;s all down to you. Take the credit and the praise, but also take the knocks when they happen \u2013 and they will happen \u2013 it\u2019s up to you to learn from them and move forward.<\/p>\n<p>I hope this helps you on your journey to filling your salon with the right clients! Now off you go and work out who your Bernie is!<\/p>\n<p>For more great tips, check out our full resource on <a href=\"https:\/\/www.phorest.com\/us\/blog\/set-up-grow-successful-salon\/\">how to set up, run and grow a successful salon business<\/a>.<\/p>\n<p>Got general feedback? Let us know either in the comments below or tweet us <a href=\"https:\/\/www.twitter.com\/thephorestword\" rel=\"noopener\">@ThePhorestWord<\/a>!<em>\u00a0(Pssst! We\u2019re on\u00a0<a href=\"https:\/\/www.instagram.com\/phorestsalonsoftware\" rel=\"noopener\">Instagram<\/a>\u00a0too!)<\/em><\/p>\n<hr \/>\n<h5>Featured imaged shot on location of\u00a0<a href=\"https:\/\/davidryansalon.com\/\" target=\"_blank\" rel=\"noopener noreferrer\">David Ryan Salon<\/a>, in New York City. \u00a9 2018 Phorest Salon Software.<\/h5>\n","protected":false},"excerpt":{"rendered":"<p>We all have a Betty. You know the type \u2013 she\u2019s booked for a full cut and colour, the last time she was in she was 25 minutes late, and the time before that she didn&#8217;t turn up. She never listens and always moans about her colour fading. But what does she expect? She\u2019s using &hellip; <a href=\"https:\/\/www.phorest.com\/us\/blog\/attracting-right-clients-salon\/\">Continued<\/a><\/p>\n","protected":false},"author":40012,"featured_media":37127,"comment_status":"closed","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"footnotes":""},"categories":[1750],"tags":[7356,7357,4334,7358,6571,7359,7360,7361,7362,7363,1452],"class_list":["post-37108","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-loyalty-sales-marketing","tag-bernie-us","tag-betty-us","tag-branding-us","tag-ideal-clients-us","tag-ideal-salon-client-us","tag-nightmare-clients-us","tag-pamela-laird-us","tag-perfect-customer-us","tag-price-list-us","tag-right-clients-us","tag-team-us"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v25.1 - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>Who&#039;s Your Bernie? 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