Beth Minardi on 'Getting Clientele'
The following response comes from internationally acclaimed salon colorist, educator and product consultant, Beth Minardi. She is recognized as one of the world's leading experts in all phases of coloring.
The recession has hit my clientele in my middle-income-area salon, hard. Iâve been trying different inexpensive marketing ideas, such as networking at expos/ conventions, putting up flyers in apartment complexes, offering complimentary deep conditioning to new clients instead of discounts and setting up several webpages linking to my MySpace page with work photos and salon info.
Since starting this, Iâve gotten quite a few calls, messages and e-mails, but only five new clients have physically come into the salon. Iâm frustrated. I feel like I should leave my salon for one in a high-end neighborhood.âDarlene
Considering that your self-starting program has been in place only a couple of months, I think youâre doing well. Getting five new clients without professional PR, advertising or a direct marketing push from your salon is not failure.
Thatâs not to say that you shouldnât take a close look at the long-range opportunity available in your current salon. Unfortunately, quality hair services are luxuries for many people. If you are in a lower- income area, you will have a much harder time establishing a high-service volume.
But think hard before you jump to another location. You havenât said how long youâve been at your current salon, but my feeling is that a colorist should remain in one salon for at least 18 months before moving on. The more you move, the more you lose clients.