A Fool Proof Method To Gain More Salon Clients Without Discounting

Making this easy change in your marketing strategy will mean you never need to discount your services again!

Discover HEIR Education’s fool proof method to gain more salon clients without discounting.

It’s the marketing term which we hear over and over again: “ideal client”. 

But what the heck is an ideal client? What does that mean and why is it important?

As Salon Owners and Educators, this is something we also resisted for a very long time. It was the essence of where we were going wrong in business.

We would read marketing blogs about ideal customers. 

We would listen to a business coach talk about the importance of the ideal customer.

We would read books from people who owned multi-million-dollar businesses. They would talk about the importance of the ideal customer.

But we could not get our head around the idea of talking to one person

Surely this is excluding all our other customers and potential customers?

We had a large offering of services and tried to serve everyone.

In the salon business, we supplied haircuts and everyone needs a haircut, right?

Some more often than not. But at some stage, everyone needs a haircut. 

So why talk only to a niche audience? 

Resist resist resist

We believed that if we weren’t available to all, then nobody would come. 

We were wrong!

We started to notice the companies that were doing well. And the companies we were attracted to. and realised where we were an ideal customer. The company would hone in on everything we needed, wanted, and dreamed of…. and their branding, pricing, messaging, and products suited us and individuals

Both of us felt inclined to visit the companies that knew us and understood our needs, desires and priorities

Discounts didn’t “draw us in”

The light bulb moment came: realising that discounts attracted the wrong people 

If we wanted loyalty and longevity in our Salon business then we had to talk to the ideal client. Nervous feelings and doubt crept in, But it was 100% the right decision!

Once we knew who we were selling to everything fell into place!

Ideal clients found us.

Recommended us.

Wrote reviews.

Bought the retail.

Why? They felt understood.

We resolved their problem.

We stopped cutting hair. We started selling hair services to time-poor, professional women. Who believe in looking good and feeling good. Who wanted to be in the company of professionals who would give the best advice and products.

Our marketing became easy!

We are going to share the answers to these questions. To help you figure out how to create your ideal client profile. So you can grow your business. Ready? Let’s do it

The strategy we used was to identify the ideal client. Then list all her behaviours, motivations, lifestyle choices etc… 

Then the story began to unravel 

We realised there was a specific tactic and this makes it easier to remember 

BETH

Behaviour.

People’s behaviour will always be changing. Consider lifestyle behaviour and buying behaviour.

Expectations/priorities

Expectations and priorities can be quite a substantial list. Think about their priorities in life. Think about their goals. The expectations can vary depending on the ideal client…. Digital journey? Online presence? Informative content? Vegan? Sustainable? Late nights? School hours? 24/7?

Trust

Where does your ideal client gain their trust. Reviews? Social Media? Recommendations? Influencers? Reading blogs?

Habits:

Where is she hanging out? Think digitally as well as the businesses they use. When is their downtime? When are they busy? When are they likely to need to have access to your business and information.

Take a look at other leading companies. You will find that they know their ideal client. Companies like Apple, John Lewis, Netflix, 

In the Marketing Made Easy membership, we deep dive into strategies like understanding ideal clients so you can easily attract these gold standard customers again and again.

We have helped many salon owners like you, attract their gold standard ideal client on demand, using our tried and tested strategies.

Thomas from Harry Thomas Hair has 102 new clients into his salon business in 2 months after making a few small tweaks.

Katie Hemming from Love Hair Broadway generated £825 from one marketing campaign (and to date this amount is still rising!

If you are feeling lost with your marketing strategy and ready to attract more of your ideal clients into your business quicker then book a free discovery call to see how working with HEIR Education can help get to marketing mastery.