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. 

 

 

Question

 The recession has hit my clientele in my middle-income-area salon, hard. I've 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, I've gotten quite a few calls, messages and e-mails, but only five new clients have physically come into the salon. I'm frustrated. I feel like I should leave my salon for one in a high-end neighborhood.-Darlene

 

Answer

 Considering that your self-starting program has been in place only a couple of months, I think you're doing well. Getting five new clients without professional PR, advertising or a direct marketing push from your salon is not failure.

That's not to say that you shouldn't 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 haven't said how long you've 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.