Honestly, I am a Virgo and it takes a lot to win we over as a loyal client. I pay attention to the small things and I’m really sensitive to the word respect (meaning is it has to be a mutual thing between me and my service provider – Example: I will run on time, but you must as well).

To win my loyalty you must show me a few things before I decide to commit to our relationship, but watch out because once I do it becomes a life-long bond, and I will then tell EVERYONE I know how awesome you are (meaning I will send you more client referrals than you would get from running a Groupon ad – only difference is, this type of client isn’t expecting a HUGE deal).

What I just expressed here is not so out of the norm – meaning most people’s reasons on why they become loyal too are pretty similar to mine.

What does loyalty mean to us as beauty service providers?

Loyalty – the client who loves you and everything you do and would not dream of spending his/her hard earned money anywhere but in your world.

A perfect example of someone I am loyal to is my hairdresser. I will drive 45 minutes to get my hair done and pay top dollar. She actually charges more than anyone else I have gone to, but she has earned it and I will tell you exactly why… VALUE. She provides UNBEATABLE VALUE.

Here’s what Wendy (my hairdresser) does differently than most:

1. She runs on time.
2. She smiles.
3. She gives the best massage shampoo – EVER!
*You know what I am talking about here… this shows a client you want them to look and feel amazing when in your hands.
4. Her station is spotless.
5. She finds a way to fit me in – ALWAYS!
6. She knows when to chat and when to let me read a magazine.
7. She starts each appointment asking me what I want, and actively listens to my answer.
8. She briefly educates me on why she is doing what she is doing.
9. She lets me know that she continues to take classes and that gaining new knowledge is extremely important to her.
10. She always looks professional and that means if she cares about herself then I can feel confident that this will show in her work and how she takes care of a client.
11. She is confident and proud of what she does.
12. She let me know what she expected from me as a client… and I respect a business owner who respects herself.
13. She follows up with me… so I know she cares about my feelings.

So here’s an exercise to help you create a loyal clientele:

1. Think of someone you are loyal to.
2. Create a list of “why” you LOVE spending your money with this person.

Now it’s time to do a self-evaluation…

Review your list and see if you are showing up this way in your practice.

I bet you can find a few areas that you could improve on and once you do I bet a bit of magic happens in your client attraction loyalty world.

In need of some inspiration, motivation and guidance in your esthy world?

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