Have you ever heard a marketing consultant tell you that you need to identify your ideal client profile? (Heck, you’ve probably heard me say it a few times if you’ve been hanging out at ProfitableSpa for any length of time).
Most folks start thinking about demographics: age, education, income level, marital status and occupation. But defining your ideal client goes beyond what the census bureau measures.
In order to really fill your books with ideal clients, you need to think about the personality traits, hobbies and interests of your clients. The more you know about the people you serve the better you can targeted your marketing efforts for your salon or spa.
Follow these steps to define your ideal client and use that information to find more of them within your current roster of clients.
- Review your favorite clients.Before you start looking for clients within your current list, you need to get clear. What constitutes an ideal client for YOU?Ask yourself what sorts of people make you feel most energized? What sorts of people inspire you? On the flip side, what sorts of clients leave you feeling frustrated?Review your roster and pick out your favorite clients. Think about why you liked working with them so much.
- What kind of personality do they have? Are they fun and outgoing or shy and reserved?
- Do they have children? Single and dating?
- What products and services did they buy?
- How often did they come in?
- What types of clients will allow you to be yourself?
No details are too unimportant – you want to be clear on what you are looking for. Your marketing is going to be directed to these ideal clients so the clearer you are, the more successful your marketing efforts will be. If you use a CRM for your salon or spa, dig into it to jog your memory.
- Find the similarities.When you have a complete list of clients you love and details about them, think about what they have in common.Are they the same age group? Do they all have children? Are they business people? If you know what they have in common you’ll have a pretty good idea of where they hang out.For example, if your best clients have young children, mommy blogs would be a good place to make connections. If your clients are young professionals, look at your city’s Young Professionals Association. If they are more established business people the Chamber of Commerce could be a good place to look.
- Ask for referrals from your current list of clients.You can graciously use your existing clients to make connections with new ideal clients. When a current client is pleased with your services, simply ask them who they know who would love the same service.The key to making this work is to ask them very specifically for referrals. Don’t ask in a generic way. Most clients won’t think of anyone without something specific to jog their memories.Mention specifics to guide the client to the information you want. You could say “what other working moms do you know who need a great massage to help her relax?” or “Who else in your office could use an express facial on her lunch break?”
No matter how long you’ve been in business, it pays to spend time uncovering and reaching out to your ideal clients. Not only will you enjoy your work more, you’ll make more money and spend a lot less on marketing. Take the time TODAY to discover your ideal client, and start asking for specific referrals.