Marketing to the Thinning-Hair Client
Christine DiBenedeto, owner of Wink Salon in Asheville, North Carolina, runs a blog called Big Life, Thin Hair.
Maggie DiFalco and Kelli Yoder had the luxury of a client base from DiFalco's existing Maggie the Salon to work from when launching their hair-replacement salon, K&M Hair Systems. But not all stylists and owners are so lucky.
How do you effectively market a service nobody wants to admit they need? We gathered advice from several owners who regularly work with thinning-hair clients. Here are their top tips:
Your voice is one of the most powerful marketing tools you have. Whether you’re telling your own personal story of hair loss or outlining the tools and products available to clients with thinning hair, this personal communication will make an impact.
Jeffrey Paul, founder of Jeffrey Paul Restoring Beautiful Hair Salon suggests taking it one step further and video blogging.
“After stylists work their prospect list, I teach them how to do an information seminar, a blog and hopefully a video blog,” he says.
Showing the hair, how it works and doing demonstrations hooks in clients quickly.
Paul says his company has done tests on social media to see whose voice has the strongest impact—the client, the professional or the hair-system company.
“You could be the greatest hairdresser in the world, but people are most impressed with the client story,” he says.
Client testimonials, even anonymous ones, are a powerful tool. Use their voice on your social-media platforms as advocates for your thinning-hair services.
Again, clients are your biggest advocates. And don’t overlook your guests who do not have thinning hair—an important cog in your marketing machine.
“Women get involved in other women’s lives,” says Christine DiBenedetto, owner of Wink in Asheville, North Carolina. “Once women find out about products and solutions for thinning hair, they advocate for their friends. They’ll send their moms, sisters, and friends in—they are advocating on behalf of their loved ones with hair loss.”
Finding doctors and med spas in your community is another effective marketing tool. It’s important to have a trusted partner you can send clients to, but it also works to your benefit.
“My community partners send people to me as well,” DiBenedetto says. “They know my ethics and core values. I have my own philosophy and truth because I have tested all the products I retail on myself.”
The salon professional and a dermatologist and/or med spa professional can offer the client even better results when working together, but DiBenedetto says to do your research and choose the right partners.
Subtlety is important to hair-loss clients, so discussing thinning-hair issues on the salon fl oor where all can be heard is often off limits. However, brochures placed on each station and at the front desk allow the client to slip one into her bag to peruse in the privacy of her own home.
Mirror clings advertising products or hair systems can also create a conversation with a client who is on the fence. Make sure the brochure lets clients know thinning-hair consultations take place in a private room.
These marketing strategies are effective individually, but an integrated marketing plan will create the most client
“Newsletters, blogs, social media—do it all,” Paul says. “We’re selling self-esteem, and you want clients to trust you.”
He also says to give yourself time to build relationships with thinning-hair clients because it will not be instant.
“You’ll transform lives one at a time,” he says. “Be patient—it’s not about prosperity at first.”