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6 | JULY 2017 | OHIO STYLIST & SALON |

WWW.OHIOSTYLIST.COM

Mission: Business Beautiful

Ali Davidson

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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

unicorn.

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 mar-

keting strategy that, regard-

less 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 “strategic partner-

ships” does sound corporate

and difficult 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 estab-

lish 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

I don’t have the ultimate golden

key or a unicorn, but as a border-

line obsessively dedicated wan-

nabe 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.