Do you know who your ideal salon clients are?
Do you know who your top 20% of clients are?
No…well then, this article is written just for you!
Discover how the 80/20 rule, otherwise known as the Pareto Rule, will transform the way you look at your salon clients forever.
Who is your “Ideal Salon Client”, and why do they matter?
Many salon owners fail to recognise that identifying your particular salon’s ideal client is an absolute must.
The idea that casting a wide net to attract lots of clients to increase business may seem logical but will not necessarily build client retention, loyalty or growth.
“When you speak to everyone, you speak to no one”. – Meredith Hill.
If you want to build a strong client base and transform your salon into a successful, thriving business, identifying your ideal client is the first step in the right direction.
Your ideal client isn’t just anyone who walks through the door.
Your ideal client wants to utilise your services because;
- You meet their specific needs.
- They love how you treat them.
- They love your facilities, salon aesthetic, culture and brand.
- Your location is convenient.
- You provide the products they need.
- You provide the services they need.
- They feel appreciated.
- They trust your expertise.
Identifying your ideal client is important because you can:
- Take efforts to retain these clients and foster loyalty.
- Encourage referrals and testimonials from these clients.
- Tailor marketing to attract more of these clients.
So what does the 80/20 (Pareto) rule have to do with your ideal salon clients?
The Pareto rule is a well-known and implemented idea created by economist Vilfredo Pareto. In 1906, Vilfredo noticed that 80% of the peas in his garden came from 20% of the pea pods….I know, I know…. yes we are talking about peas…but hang in there.
So this got him thinking, and he also realised that 80% of the land in Italy was owned by 20% of the population. Taken further, he found that this 80/20 rule applied to most things in the world, including business.
So in a nutshell (or pea pod), this rule can and is applied to all manner of business, marketing or sales matters, including salon clients.
The most commonly used Pareto rule that applies to the salon industry is that 80% of a businesses profits are generated by 20% of clients.
And, surprise, surprise, those 20% of clients are also your most ideal clients!
Just think about that for a minute… These top 20% of clients are bringing in the bulk of your profit (80%).
So, not only are these clients significant in maintaining your income, they are clients you really don’t want to lose.
If nothing else, identifying these clients for that reason alone, helps you understand which clients you should go the extra mile for.
These clients deserve the best client experience, every single visit, along with a few special perks here and there…but more on that later.
To read more on how to provide the best client experience, click here.
How to identify your ideal Salon clients?
First, ask yourself what you specialise in? Providing a specific service and doing it extremely well will definitely be a deciding factor for attracting prospective clients.
Furthermore, branding your business is an important tool to attract the right clientele too.
Plus, consider what services, treatments or products are giving you the best profits.
Once again, the Pareto rule says that 80% of sales come from 20% of products or services. Another great reason to investigate what’s working best for your business.
Now, let’s do the math and look at who your top spending clients are.
Neko simplifies this task, as the handy reporting feature will pull up specific data on your top client’s average spend.
If you don’t have a software system, you can do this manually. This may take some time but it’s well worth the effort.
Once you have identified your top paying clients, look for commonalities amongst these clients.
Neko also makes this step a breeze, just type in your desired parameters and Neko will produce the data for you.
Can you see a pattern in your top spenders?
Consider the looking at the following;
- Social demographic
- Economic demographic
- Favourite services, treatments or products
- Favourite staff member
And remember, investigating your current client base is the only way you can narrow down what’s working for you.
Neko’s Reporting tools are a fantastic addition to any spa or salon to help measure your success.
Base your ideal salon client profile on the data you have. Your ideal client is not someone you can conjure up in your mind and hope they magically arrive at your salon.
You may find your niche client by analysing these commonalities and finding common threads, such as;
- Woman over forty
- Price-conscious families
- Business Professionals with contemporary needs
- Eco-conscious Millenials
- Seniors on a pension
- Young social media-savvy woman
As mentioned above, your top 20% of clients need to be treated with care. Losing just a few of these clients can cause real financial harm to your salon profits.
Pay close attention to providing the best possible service, salon experience and outcome. Never let one of these clients leave your salon unhappy.
Treat your clients like royalty, and they will reward you with loyalty.
How do you retain your ideal salon clients?
Here are a few special ways to ensure your ideal clients are happy to continue doing business with you:
- VIP loyalty programs
- Birthday greetings and discounts
- Holiday specials
- Complementary services
- Free trial of a new service or treatment
- Product samples
- Special Vip discount offers
- Referral discounts
- Rewards for online testimonials and reviews
- Vip party nights
You may already be using some of the above suggestions with all your salon clients, but consider adding extra perks available only to your VIP clients.
To learn more client retention strategies, click here.
How to attract more ideal salon clients?
Now you know who your ideal salon clients are, you can think about attracting more of your ideal clients by tailoring your marketing and advertising.
The Pareto rule in marketing says that 20% of clients come from 80% of your marketing efforts.
So of course, you must target marketing campaigns to speak directly to your ideal salon clients.
Think about where your ideal salon client would see advertisements. Obviously, an older senior demographic is not as likely to see you on Instagram, as a young tech-savvy millennial.
To learn practical ways to attract new clients, click here.
What places would these clients frequent? Can you buddy up with neighbourhood businesses where these ideal salon clients may frequent?
For loads of local salon marketing ideas, click here.
Brand your website with a theme that attracts your ideal salon clients. Include photos of your ideal clients enjoying treatments in your salon to entice like-minded potential clients.
Write a killer “about me” page on your salon webpage to show your passion for the ideal treatments and services these clients want and need.
Decorate your salon with decor that speaks to your ideal client and showcases your brand.
Write blogs or social media posts with educational content that solve common problems for your ideal salon clients.
Post social media photo examples of treatment outcomes, before and after photos and happy clients.
Educate your staff on who their ideal salon clients are and ensure they are also going the extra mile to avoid client loss.
By understanding the Pareto rule and how it applies to your salon clients, you can gain insight into which clients are your bread and butter.
Once you have identified your ideal salon clients, you can ensure they are treated like VIP clients to cement customer loyalty and retention.
Target your marketing efforts to speak directly to your ideal client and entice more quality clients through your salon doors.
Neko has great reporting and client management tools to help you achieve the goals you want.
If your Salon isn’t already using Neko Salon Software, its time to get on board so you can prevent salon burnout in your business.
Why not try it for yourself. Sign up today for a free 14-day trial. https://www.getneko.com/free-trial/
Already using another software system? No worries, we will migrate all your data into our system so you are ready to go.