Let’s be real: why did you get into this industry? To be creative on the daily, sure…but also probably to build a big, beautiful life for yourself and your family. That the idea of creating your own schedule and being fully in control of your income was the icing on the top of a career that allowed you to be creative.
If this is you, but you’re struggling to find your footing, build up your business, or find your what’s next, keep reading because we’re diving into the key points on the hair stylist’s road map to success!
How the roadmap has changed over the years
The path to build and retain clientele today is different than it’s ever been before because years of experience doesn’t carry the weight it used to. That can be frustrating for senior stylists, but it doesn’t have to be. It can instead be a beautiful blessing.
Why? Because we’ve been asked as stylists and salon owners to raise the bar above being artists and become business professionals.
Being a business professional has to be a part of your road map because every client is retained by following a cookie-cutter format. Whether you’re in San Francisco, middle America, the east coast, Europe, or wherever you are, it is the same process for every client and stylist.
Let’s dive into the high points of the roadmap to success! (If you want to dig deeper, check out our post all about the hair stylist business building funnel here.)
Tip #1: Make sure people know you’re there
Do you feel like you’re working your booty off on social media, but you’re just screaming to an empty room because nobody’s listening? You have your marketing funnel wrong because people have to become aware of you first.
Awareness, where people become aware you exist, is key. It’s where we shout our names from the rooftop, where people learn you’re a hair stylist.
We live in this fantasy where we think if your Instagram is gangster, people will just stumble upon you. No, they will not. If people are not made aware of you, it doesn’t matter how pretty the picture is because nobody will see it.
Tip #2: Know today’s consumer gets to be particular
If clients are aware of you and check out your social media (aka, become interested), they want to come see you. This is the desire level of your roadmap.
Desire level is make or break. If you lose them at the desire level, it’s your fault. You can’t blame them, your prices, anything else except you.
Think about it: if your website looks junky, your business won’t grow fast. How do you feel as a consumer when you go to a website and it’s a work in progress, coming soon, or not branded? It’s an immediate turnoff, right?
Now, here’s the thing: pretty doesn’t pay the bills. If you think your website is good/pretty enough, that won’t cut it. Clients get to be picky, and they will compare your website to the website of six others. Your online presence tells a story about you. That story is either ugly or pretty. What do you want it to be?
Tip #3: Create a killer target market and brand
Target market and brand are the crux of everything. If your awareness efforts – who you’re speaking to and the message you want to deliver – aren’t directed at a specific target market, you are wasting your time.
That includes if your website or logo is pretty but not branded. It needs to be a well-developed brand and target market speaks for you when you can’t speak for yourself.
Have you ever walked by a business and wish you could live there? That’s branding and vibe. A pretty logo won’t cut it. It has to be well-branded, attract your target market, and convey your marketing message without having to say anything at all.
Tip #4: Upgrade your guest experience
Imagine that your funnel – awareness, interest, desire, target market/brand – is working and clients are falling in. Now you have to keep them.
You have to do the funnel work first because if you drive traffic to a hot mess, they’ll come in, have a horrific experience, and leave for good.
If you think your salon experience is good, that’s nice, but unfortunately good isn’t good enough anymore. The bar has been raised. You can either jump up to reach it or be left behind.
When a guest comes in to sit with you, the very first thing they’re looking for is trust. Several key points have to be hit at every piece of the pre, visit, and post-visit experience if we are going to build trust with our clients, right?
The best way to do that is to upgrade your guest experience. Show them that you’re worthy of their trust, and you’ve got a client for life.
Tip #5: Nurture the relationship
Have you been guilty of your clients just becoming Diane at 4:00 pm on Thursday? You’re no longer so excited she’s coming in and doing research before the appointment because you want to knock her socks off. She becomes “just Diane” who has been coming in for years.
This is doomsday because as soon as your client just becomes Thursday at 4:00 pm, they’re out emotionally, waiting for a better opportunity to come along.
To build loyalty and to create relationships with your guests where they stay long-term, you have to nurture that relationship, even if you have a solid base. Get excited for them coming in and be aware if you start to slip into, “It’s just Diane” with your clients. If you stay excited, so will your guests.
Tip #6: Always upsell
If you got a pit in your stomach reading that, know that wanting them to open up their pocketbook doesn’t mean you’re money hungry. Upselling means finding and suggesting products and services for them that will make them feel beautiful.
When a guest is loyal, they trust you because you’ve nurtured the relationship. If you say you can’t do any more highlights until you do an $80 conditioning treatment, they’ll say yes because they trust you. They don’t want an order taker; they want you to inspire them, and if you’re not doing that, it’s not a good fit.
Let’s be honest that you got into this industry to make money. If you’re thinking you became a stylist to be a creative, that’s perfect.
You can be a creative and still make money.
Why can’t we do both? We don’t need to feel guilty about wanting to build a beautiful life for ourselves, pay our bills, get out of debt, earn our worth.
Tip #7: Ask for referrals at the right time
If you want more referrals, know no one will send you a referral until they’re loyal.
Do you hand out referral cards after a guest’s first visit? Think again. They’re not even sure they will come back to see you again, so why would they invite their friend?
This is a brand new relationship. You have to build the marketing funnel to support it, nurture the relationship, and build loyalty. You can’t just put bandaids on your business and hope it all works out. Your cool amenities and referral program are all for nothing until we build the marketing funnel and hourglass.
If you’re truly ready to put it all together, join Thriving Stylist founder Britt Seva in Thrivers Society! This digital community and program teaches stylists like you exactly how to put the pieces together to create a road map to success.