Heather Catalan moved to her Colorado Springs, Colorado-based Sola Suite about 18 months ago. The client-centric business owner says her studio’s name came from her clients, who told her she was in their phones as “Hair Heather.” So, Studio H Salon it became, officially.

To personalize her space, she chose a soft turquoise and neutral color scheme, and worked with a graphic artist to design her logo. But instead of developing a wordy explanation about her wellness-focused studio, she used her marketing background to create a simple tagline: “Healthy Hair is the Prettiest Hair.”

Growing Your Base

To boost her start-up base of 100 loyal, regular clients, Catalan created a pass-along promotion. “I emailed all my clients that if they or their friends scheduled an appointment during my first month at Sola Suites, they would be entered in a drawing for two years of free haircuts,” explains Catalan. The results: 250 regular and loyal clients. Important keys, she notes, were the generosity of the offer and the “share with a friend” component.

Her business continues to grow thanks to just a few but critical must-do practices.

1. Keep referrals coming. Now, anyone who refers five new clients gets a free cut.

2. Deliver top-notch customer service. This means saying yes to special accommodations (that long-time loyal who just has to get on a packed Saturday), and saying no to anything that threatens the hair’s integrity. (Explain to clients that you don’t want to risk their hair or your reputation; then offer a care regimen.) Absorb costs to add value to the service when it’s important, listen intently and do your very best work. Finally, true customer care always means being respectful.

3. Pre-book clients before they leave. With easy access to her online booking system, Catalan shows her schedule to clients and explains the importance, in terms of their needs, of getting that Saturday, evening or particular appointment time they like. Her pre-booking rate is now 70%

Streamline Everything

In order to focus on artistry and care, most solo artists prefer not to get “too caught up in paperwork and daily scheduling.” To resolve that issue neatly, Catalan researched all options and chose an all-in-one software program, which included point-of-sale and credit card processing, a website with online booking, email and text notifications, appointment reminders and more. For accounting, she uses Quick Books for the self-employed, which lets you track expenses and get reports, like quarterly tax estimates.

“I save so much time by doing everything electronically, that I can focus on my clients,” says Catalan. “Last year, my net profit tripled.”

MORE ABOUT CATALAN:

Fave education event: I loved the Paul Mitchell Hawaii Seminar in January.

Fave online education: Lately, I’ve been watching Guy Tang's YouTube tutorials while sipping my morning coffee.

Schedule (as employee vs. now): When, I worked for a big corporate salon, I felt my work was always rushed. Now, I have the time to execute properly, and if I run over time or after hours, it’s a non-issue. I can tend to my client's needs on my own clock.

Best promotion ever: My drawing for free haircuts for two years. Tip: I did the drawing in front of a networking group I was a part of, so everyone knew it was an honest pick.

Best-selling add-on service: Conditioning treatments. Not because it's an up-charge, but because I firmly believe healthy, shiny hair is the prettiest hair!

Facebook or Instagram: I use both, but if I had to choose, Facebook. Not all of my clients are on Instagram yet, and I still like to connect with all of my clients daily.

Favorite tools: Bio Ionic's Style Winder. I have had one for years and I still get ‘Where can I find one of those?’ reactions. It's a handy tool to quickly twirl out some sassy curls for long hair. 
Best-selling retail product: Paul Mitchell's Awapuhi Wild Ginger Shampoo and Conditioner. Once my clients try it, they are hooked.

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