The rhythmic acquisition of NEW CLIENTS

With new client acquisition being essential for success, salon business expert Liz McKeon explains the steps required to achieve it

You have a great team, hopefully aligned with your own mission, vision, values and purpose for your business. Next, let’s get them working together to create the rhythmic acquisition of clients. This simply means getting the team to bring in new clients in a consistent, predictable, profitable and routine way. But how? Rhythmic acquisition of clients is always preceded by rhythmic activity.

Client acquisition is the process of winning clients for your business. It involves attracting the attention of your target prospects and convincing them to purchase from your business.

Acquisition activities includes all marketing activities such as newsletters, subscriptions, flyers, webinars, paid advertising, content marketing and SEO, and social media and influencer marketing – everything that helps you get new clients.

Client acquisition is essential for every business, because it is the first step in the client service journey. There is no business without clients, therefore, the higher purpose of client acquisition is to find a sustainable way to continuously attract new customers.

Client acquisition can also lead to other benefits such as increased awareness about your salon brand. Even if you don’t make that initial sale, acquisition activities often form the first impression potential clients have of your business, and can impact how they perceive and interact with your salon in the future.

Rhythmic acquisition of new clients requires a framework around your marketing activities. You should consider how to plan these activities, what metrics you should measure and how to spend your budget.

Typically, the goal is to attract high-value clients at reasonable costs. A rhythmic acquisition strategy should be able to grow and evolve along with your business, and include the following five steps:

1 Define your ideal customers

While developing your salon brand, you will start to identify who your ideal clients are, so when it comes to your marketing activities, you have a clear understanding of who you want to attract.

2 Set clear goals and objectives

Figure out exactly what you want to accomplish and within what time frame. Specific targets are better than vague ambitions.

3 Identify your acquisition channels

Figure out where your competitive advantage lies, and check where your competitors are active, Then choose a mix of marketing activities that will give you maximum impact at the best cost.

4 Define your approach for each marketing activity

Work out a plan of action for each marketing activity, including your budget and the return on investment you expect.

5 Measure and adjust your strategy

Once you have begun to implement your marketing strategy, keep an eye on the data.

It is critical to check in regularly to see if you are hitting your expected numbers. If not, don’t continue wasting resources. Adapt your activities accordingly.

To calculate client acquisition cost, divide the amount you spent on marketing by the number of new customers you gained in that period of time.

Once you have mastered the rhythmic acquisition of new clients, work with your team to seriously maximise the return on your investment by converting new clients to long-term clients. It costs a lot more to acquire new clients than to retain existing clients. It may be time to have an honest look at your salon business and ask yourself the following questions:

• Do you offer excellent service and value for money?

• Do your clients keep coming back or do you see them once and never again?

• Do you stay in touch with your clients after they have made a purchase?

• Do you reward clients for being loyal to your business?

• What is your client retention rate?

• Can this rate increase?

Your team must understand the importance of winning lifelong clients who happily return to your salon again and again. The benefits go far beyond repeat business – satisfied clients become advocates for your brand as they drive referrals. Be sure your team is committed to delivering outstanding service, so every new client leaves with a plan to return and get you referrals, which in time will reduce the number of new clients your need.