How to Attract High-Paying Clients to Your Salon
It’s time to start attracting clients who are willing (and happy) to spend more money in your salon/barbershop.
You don’t have a problem filling your schedule and you’ve got a decent sized client list, but you’re still looking for ways to increase your profitability and take your business to the next level. What’s next? It’s time to start attracting clients who are willing (and happy) to spend more money in your salon/barbershop. Here’s how:
CREATE AN AMAZING CLIENT EXPERIENCE
According to an article by Lockhartmeyer, 60% of customers often or always will pay more for a better experience.
Start with a little industry research. Take some of your marketing budget and treat yourself. If you’re a hairdresser, go to a high-end salon and get a service. If you are a an esthetician, check out a fancy spa in your area. Take mental notes on your experience and see how you can apply it to your own salon. What kind of refreshments do they offer? How do they make their clients feel comfortable? What kind of music is playing? What is the lighting like? How are their products organized?
You don’t have to spend a lot of money to make huge improvements in your client experience. For example, turn a simple consultation into a luxury experience - grab your client a refreshment, sit down with them face to face (not through a mirror) and really listen to their needs. Make them feel special and valued, not like you are in a rush.
Consider business management tools like StyleSeat to give clients a more modern and convenient booking experience. They can visit your online profile, book their own appointment, and get automatic appointment reminders.
ADJUST YOUR MESSAGING
If you’re having trouble attracting the right clients, it’s time to revisit your messaging. Take a look at all of your marketing materials and every place you have an online presence. Do an audit. Is your messaging professional and consistent across all your profiles?
Take a look at this messaging from the “about me” section in a professional profile - think it appeals to high-end clients?
“I do not services NO children or teenagers under 15 years of age. Late fee is required if you are 15 mins pass your appt time.”
Now take a look at this one - which messaging do you think will be more effective?
“We provide our clients with the highest quality services designed to meet each of their individual needs. At Brows By Nikki, you will experience luxury care and detail-oriented services by a professional esthetician in an ultra-glamorous environment.”
Your promotions are sending a message to potential clients as well. If you offer a discount on multiple services every week, it can look like you’re desperate for bookings and it will make your services seem less valuable. Promotions are a great marketing tool but use them wisely. Remember, only offer discounts on small add-on services when they are booked with a main service.
RAISE YOUR STANDARDS
High-end clients tend to take their time and money seriously -- so should you.Enforce a no-show/late cancellation policy. This discourages those “forgetful” clients from showing up late, which keeps your schedule running smoothly and your ideal clients on time and happy.
The same way an abundance of promotional offers can send the wrong message, so can your prices. Charge what your ideal clients expect to pay. Raising your prices can be intimidating, but if the timing is right, it can actually encourage more of the “right” clients to book.
ESTABLISH YOURSELF AS AN EXPERT
Clients are happy to spend more money with a professional they trust. But how do you get potential clients who have never met you to trust you? Show them you’re an expert.
The best way to establish yourself as an expert is to educate others. Use your social media to educate clients: offer tips and tricks to maintain their styles, do product reviews, post tutorials and check your comments and DMs regularly. Answer any questions potential clients might have.
90% of customers read online reviews before visiting a business. Make sure to collect reviews from your current client who already love and trust you. Not sure how to ask for reviews? Check out these tips.
In your “about me” section and in your social media bios, make sure to list a few of your credentials. Use words like “expert” and “specialist.”
Continue to educate yourself and stay up-to-date with the latest trends. When you learn a new technique, add it to your bio. Take great photos of your new skills and add them to your profiles.
Looking for tools to help you run your business? Try StyleSeat here.
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