How A Client Evening or Soiree Can Grow Your Business and Motivate Your Team
Over the last decade the beauty industry has really exploded. Just a quick walk down any high street will show you a wider selection of barbers, hairdressers and beauty salons than ever before. Being part of such a thriving industry is fantastic, but it does mean that you need to be extra creative on how to stand out in that crowd.
Building a strong business isn't just about attracting new clientele though is it? It's also about looking after the existing customer base which have already built up.
Here’s a few pointers on how holding client evenings or soirees can create some real momentum in your business...
Clients Love Exclusivity
We all know those exaggerated movie scenes where you see A-List wannabe’s standing outside events on the red carpet because their name isn't on the list, but the truth is that everybody likes to be included. Inviting your clients to exclusive events makes them feel valued and special - who wouldn't want to have their name on a special guestlist? The clever thing here is that by making it clear that there is only a certain amount of people invited, it can create a feeling of scarcity which hugely increases the likelihood of the select few clambering over themselves to accept your invitation. Gotta get on that list darlings!
You Have A Captive Audience In Which To Promote Yourself
Once you have your ‘most valued’ clients in one place, it makes it far easier to engage with them. They are already aware of exactly what your salon is about - they will be familiar with your values and your plans, your USP’s and why they come back to you. Having them all present in one location is almost free licence to discuss with them what plans you have for the future.
You can subtly include clients by having chats with them in a more relaxed and intimate setting than your salon would be in the busy daytime. It makes it much easier to ask if you can rely on their support for your plans over the next year, for instance, if you've just spent some time sharing those plans with them in a valued capacity. If you are looking after your clients during this exclusive evening, they really won't mind you sneaking in a few pitches throughout the night.
You Are Building On Loyalty
When your clients are included in exclusive events, this makes them feel part of something. Giving people the choice of including themselves in anything to do with your business is a silent implication of their loyalty to you. Many people aren't aware that a smile to somebody is an unspoken communication of resonance with you. Without a single word, two people smiling at each other are simply saying that you have permission to have their attention.
Holding events for your clients, especially if they are held regularly can be a powerful communication of how valuable you are to each other just like those smiles. In one sociable move, you are building up loyalty, resonance and value which are or strong foundations on which to build a client base. Holding regular, well-planned events will further cement this as they’ll love having something to look forward to - this could also be the difference between a potential new customer choosing you over a competitor.
A Client Evening Is Free Exposure
Being part of such an aesthetically motivated industry, you can't ignore the opportunity for social media exposure. Creating a buzz for your most valued clients to be part of, is only ever going to create a spike of interest on your social media platforms. Just imagine how many selfies your clients are going to be taking at your personalised event if they feel like they are one of the select few who were invited!
Planning ahead too and providing some branded props which your clients can include in their selfies or even giving away free branded products is really going to build up the hype for your salon. Not only will your clients feel valued by attending events like this, but your team will also love being part of one of the ‘salons with something to talk about’ which creates a longer-term sense of loyalty to your salon.
Social Events Cement Your Team
Nobody wants to go to work in a flat environment, and doing the same thing day in, day out isn’t exactly the most exciting of prospects. Holding social events which your team can be part of really creates a sense of unity that you are all working towards something together. Including your team members in the plans and letting them make suggestions or organise it, is a powerful way of letting them know that you are happy to have them there.
You can invoke a sense of trust in them through giving them additional responsibility if this is something they enjoy. Seeing a well-planned event come together and being able to thank the individuals responsible in front of everyone, will really build up their own confidence as well as loyalty towards your salon. They will love the open recognition of what they bring to the table which will really reinforce the strength of the relationships within your team and publicly show you as a thoughtful employer too.
Hopefully you can see how the benefits of getting a little creative with your plans can really strengthen your business. They say actions speak louder than words, so letting your clients know that they are at the forefront of your plans and that you truly value them through holding events especially for them is making a bold statement.
It’s this very ethos which fuelled the creation of Trebbly too. By having a designated interface where you can communicate directly with your individual clients and provide a platform on which they can openly explore and share their experiences of your services, you are making exactly the same client centric statement.
If you’d love to know more about how to transform your clients experience with you, simply get in touch here.