6 | JULY 2017 | NORTHWEST STYLIST & SALON |WWW.NWSTYLIST.COM
Mission: Business Beautiful
CLICK ON THE HEADLINE TO SHARE :: SAVE :: PRINT :: VIEWCLICK HERE The Silver Key to Building Your Clientele
No marketing strategy is the end all, be all, fix all
for every salon. If someone tells you they have the
golden key, don’t trust them unless they’re riding a
Every salon’s demographic is slightly different
and each salon’s unique selling proposition (USP)
is, well, unique. I don’t have the ultimate golden
key or a unicorn, but as a borderline obsessively
dedicated wannabe mermaid, I’m going to make
the bold claim I know a marketing strategy that,
regardless of a salon or hairstylist’s circumstance,
can work — and work extremely well. It may be
the silver key to building your clientele; I’m talking
about strategic partnerships.
Don’t tune out yet -- I admit, the idea of “stra-
tegic partnerships” does sound corporate and dif-
ficult and scary; I promise it is not.
You’re already familiar with the idea of asking
your current clients to tell their friends about your
business. Countless hairstylists claim referrals are
the number-one method that has grown their
business. This is networking. This is exactly the
same principle behind strategic partnerships.
Strategic partnerships are just slightly more
formal relationships. There are key people in your
community who are well connected. They know
tons of people, and, more importantly, the people
they know fall into your definition of an ideal cli-
ent. Think about realtors, personal trainers, Lift
drivers, bartenders, bellmen, teachers, and other
small business owners. Who else is well-known in
your community? Seek these people out.
Establishing a strategic partnership is as easy as
approaching a well-connected person or business
and simply introducing yourself. Let them know
you would love to establish a cross-referral net-
work to help grow both of your businesses.
Put some ideas on the table and be receptive
to whatever ideas they may have. Remember, this
is a two-way street. A strategic partner is far more
likely to be a fruitful source of new clients for you if
you are an asset to them in some form or fashion.
You can be beneficial to a strategic partner in
a number of different ways, such as referring your
clients to their business; providing complimentary
services for them; volunteering your time at a charity
they are passionate about or positioning your service
as a benefit they may pass along to their clients.
Here’s an example of how a strategic partner-
ship might work: One of the potential strategic
partners for hair professionals I mentioned is a
realtor. Realtors know everyone moving into and
around your area. They spend lots of time with
their clients and establish trusting relationships.
Moreover, they are always looking for more