When I’m out and about chatting to business contacts and I tell them that I run beauty salons, many of them start offering lots of ideas. Many of them are misguided by the simple fact that these people assume that everyone who comes into the salon is (a) young and (b) affluent.
Who is Your Client?
If you are a new beauty therapist, you may have the same idea. You read the beauty magazines and assume it’s all about the young and beautiful models and famous celebrities who cover every page of the glossy magazines.
Although every salon is different, the point is your clients will come from all walks of life and be anywhere from 20 to 75. In fact, if you were to ask me (as a beauty salon owner) who our ideal client is, I would suggest they are 45+, with children who are grown up and who now have the extra cash available to treat themselves. They are slightly older so they also appreciate paying for a great experience, rather than chasing the cheapest deal.
Does It Matter?
Yes. If you treat all of your clients the same, you won’t get repeat business because you will lack rapport. One of the wisest things I have ever heard a beauty therapist say to me is that they know the type of clients they like working with. They had worked out that they liked dealing with older ladies as they were more interesting to listen to, more inclined to say if anything was wrong (helping them constantly improve) and more likely to become a regular client.
This particular beauty therapist has been one of our most popular therapists and earns the best commission because of it. Sound something worth aiming for?
Don’t Assume – Every client is different and you may (or may not) be surprised by the people you treat. But, open your mind to the fact that they may not be who you think they are.
Notice Patterns – Take a look at the type of people who walk through the door of your beauty salon, whether they are there for you or not – that is the overall market your salon is a attracting.
Develop Your Flexibility – If you are rigid in your approach to clients, you won’t connect to people who aren’t “like you”. You need clients more than they need you.
Get To Know Each Client – Ask questions and listen to the answers. Make notes about the things that interest them. They may be things you’ve never heard of, especially if you are 20 and they are 70.
Develop The Relationship – Some clients don’t just come to the salon for the treatment – they come for the chat and the overall experience. Create rapport by developing your relationship. Some clients will be easier than others but it’s your part of your job to make the effort.
Develop Your Communications Skills – If you are expected to move from a 20 something year old client to a woman who is retired, you need to be good at communicating. In the same way you invested time in your beauty training, you also need to invest time and effort into become a great communicator.
At the end of the day, there is no “one size fits all” answer to who your client is. That’s why the most important ingredient is your flexibility. Being a great beauty therapists isn’t just about treatments – it’s about people.