Since I started working in this industry, I have come to realize that there is a difference between a client and a customer. They talk, spend and operate differently. Have you ever mistakenly called a customer a client? I'm sure we all have. Let's explore the difference together.
Habits of a Customer vs. Client
1. Have you ever had someone in your chair, you take a picture or video of your work and place it in your social media portfolio only to see that same person in another artist with the "same niche" social media portfolio? This is what you call a "chair hopper" and an attribute of a customer. Side note: Please don't confuse that person sitting in a braider's chair and you're an extension specialist. I'm not talking about that. Back to where we left off. I'm not saying not to take the picture and show off your work. What I am saying is don't be so quick to call them a client. Also, don't take it personal when you see them in another chair. Just know where you stand with them. These hoes ain't loyal, in my Chris Brown voice. A lil jokey joke for you but you get my drift.
Now let me not jump all over the "chair hopper". They too can be loyal. In their defense, they may have been admiring your work and really wanted to get their hair done by you. However, that may have been the one time they could splurge on their hair because your services may not fall into their price range on a weekly or monthly basis. ORRRR you just may be their special occasion stylist. Either way, what do you call them?
As a rule of thumb, it's safe to call them a client when they have rebooked with you more than 3x. This shows that they love your services and trusts your work and could very well be loyal.
2. Do you ever notice only seeing certain people when you give sales or on your weekly discount days? This is what you call a "sale sniffer". Another attribute of a customer. Offering discounts are not what make people loyal clients. Great service and professionalism keeps them coming back.
I know so many believe that discounts are the bait to get people through the doors with the hopes that they will be hooked once you get them in your chair. That is not the case all of the time. There is a saying, "How you get them is how you keep them"? Are you prepared to be giving discounts forever just to keep that "sale sniffing" customer? Just something to think about. As an alternative to discounting your services, try creating a referral system or a raffle/giveaway ONLY during special occasions or main holidays, like Christmas or birthdays. That's another topic we'll touch on in the near future. However, if raffles or giveaways are something that may interests you and you need help implementing them, leave a comment and we can work on that together.
3. Besides sitting in your chair 3x or more and booking despite a sale, clients will tell a friend and refer. Loyal clients tend to want to help their artists gain more business and will spread the word when they are happy. These are the people you want to cater and market to. They are the bloodline of your business. You need them in order to survive. So make sure you take care of them.
Now that we are clear on the difference between a customer and a client, it's time to re-evaluate your business. Who do you service more? Who does your marketing attract? If your marketing is attracting more customers than clients, you may be focusing on the wrong thing. Discounts DO NOT bring loyal clients. They may bring them in the door but they don't make them stay. Are you learning new techniques and growing with the industry? People want to be with an artists that is constantly growing and learning. Not one that is still doing the same styles/looks from when they first started coming to you. Know your worth. Take classes to increase your income and skill set. And don't think you can never learn anything from your peers. That's just being ignorant.
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Oneka pronounced O-knee-ka
(Not only THEE Glam Administrator but also your favorite Delta and Virgo.
Lord, I pray that my words and info will touch all those in need to hear what I have to say and share. I pray that all info shared will make changes in lives as well as businesses. Those that are supposed to be here, will hear about it and be changed as a result. Now do it Lord.
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I am a Mompreneuer, DV Survivor, Christian and love helping others any way I can. Enjoy my thoughts. OJB