The ONE Big Reason Your Business Isn't Growing

As a business strategist for hair stylists, I often ask the following question:

“What is the ONE thing you need to grow your business?”

Here are the top answers I often get:

  • More New Clients

  • More Referrals

  • More Re-Bookings

While this is somewhat true…

…it’s not the whole answer.

The three things listed above will give you a temporary boost in revenue, sure.

But you’ll get stuck in a vicious cycle of always having to work hard to get more new clients, referrals, and re-bookings.

Does that make sense?

Let’s think about it in a different way…

Imagine we owned a cookie bakery.

And we spent all our marketing efforts on trying to get more customers in.

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And we get a lot of new customers.

Yay! …right?

Well…sort of.

These new customers will definitely help us sell more cookies.

But if these new customers don’t return, tell their friends about us, and purchase more premium products in the future…

We will always rely on new customers to keep our business afloat.


Unfortunately, that means we are so BUSY taking care of these demanding, high-expectation one-time customers that we don’t have time to do the things that really matter.

The things that will make our business run more smoothly.

Worst of all, we are so busy we neglect the one thing that can make or break our business…

…our cookie recipe.


As a hair stylist, your guest experience is your product.


Many new stylists are trying to grow their business by getting in as many new people as they can.

They often do this through discounts and deals.

This is a huge mistake.


Many established stylists are making good money, but they feel overworked and stressed out.

This is NOT sustainable.

Eventually they WILL experience burn-out.

And their business will suffer.


So how do we build our business in a way that’s smart, sustainable, and profitable?

By providing STELLAR product.



And we cannot do that unless we have completely perfected our consultation.


If you’re asking too few questions, the wrong questions, or neglecting to perfect your consultation altogether…

…your business will suffer.


Your consultation should be…

  • Building unconditional trust with your client, so they’re willing and ready to purchase anything you suggest to them

  • Teaching your client about the possibilities of what YOU can provide them

  • Making rebooking, referrals, and upgrades a NO-BRAINER

If your revenue has stalled, it’s time to revisit your consultation.

If you’re struggling to grow your clientele, it’s time to perfect your consultation.


Perfecting your consultation WILL provide you amazing results, and get you on the path to your business goals immediately.

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I’ve created a fantastic online course for hair stylists called Crush That Consultation. Hair stylists who have implemented the strategies in this course go on to double (even triple) their revenue with ease.

You Need Help

Hey, hair stylists.

It's time for a little tough love.

So we all want to make more money, right?

Or at least live comfortably without having to work ourselves to the bone.

Here's the deal...

You. Need. Help.

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And I say this with the best of intentions.

Asking for help doesn't mean you're a failure.

Seeking a mentor doesn't mean you suck.

In fact...

Investing in your business and getting help from someone who has traveled the tough road before shows that you are WISE and DRIVEN.

Vulnerability is NOT anything to be ashamed of.

For years, I was stubborn and prideful.

I thought that enlisting outside help would dim down my success.

But guess what?

You don't get bonus points for figuring it out on your own.

In fact, "figuring it out on your own" usually means wasted time. Wasted money. Frustration. Failures.

Trust me, I've been there.

And I don't want hair stylists to have to struggle like I did.

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I've centered my whole business around helping hair stylists grow businesses that are not only profitable, but sustainable.

And by that, I mean that you can do it long term. That you're working smarter and growing a business that works FOR you instead of you having to always WORK so damn hard.

Anyone can become a busy stylist.

Being fully-booked is nothing to brag about, honestly. Being fully booked may mean you're charging WAY too little.

Being fully-booked may mean you're overworked and underpaid.

Being fully-booked is fine and dandy...unless you're too BUSY.

Busy is overrated.

Now working the hours you want and making the money you want?

That's something to be proud of.

Are you ready to change your business?

Are you ready to stop striving for BUSY (aka burnt-out and overworked) and work on becoming SUSTAINABLE (aka successful and stress-free)??

If so, it's time for you to join Beauty Biz Boost™.

An Open Letter to the Client Who Didn't Come Back

Dear Client Who Didn’t Come Back,

I want to say thank you.

I know that trusting a hair stylist with your hair is scary.

Hair is a big deal!

A good haircut can make you feel amazing, while a bad one can dampen your mood for months.

So thank you for trusting me.

A few years ago I would have lost sleep over the fact that you didn’t come back for another visit.

I would have taken it personally, or wondered what the heck I did wrong.

However, after a decade of doing hair, I now realize that it’s not about me.

It’s about you.

It’s about your needs.

Maybe seeing me was out of your budget, and you can’t justify coming back.

Maybe you loved your hair, but the location of my salon isn’t ideal.

Or, maybe you didn’t like me at all.

And guess what?

That’s okay.

I truly hope you find your soulmate stylist.

Everyone deserves a soulmate stylist.

Every client that goes elsewhere after seeing me leaves more room in my schedule for clients who are a perfect fit for me.

I am overjoyed that my schedule is filled with clients who I absolutely ADORE.

If everyone who saw me came back, I would not have met many of my current clients!

So thank you for not coming back because you felt like you should even though you didn’t want to.

Thank you for being vulnerable and continuing your search for your soulmate stylist.

If you ever need anything, I’m here.

The relationship between hair stylist and client can be something so special.

As a hair stylist, I want my clients to feel comfortable, confident, and valued.

If we missed the mark, I apologize.

But, again, that’s okay.

I guarantee there’s a salon home out there that’s right for you.

And I truly hope you find it.

Sincerely,

A Hair Stylist You Saw Once or Twice

One Big Marketing Mistake Hair Stylists Often Make

You may be making a huge marketing mistake without even knowing it.

Honestly, I see and hear it all the time; in-person, in emails, and on social media.

But before I go any further, we need to talk about marketing for a second.

When people think of marketing, their brain often goes to more obvious forms of marketing like ads and social media posts with an obvious call-to-action.

Here’s the deal…

EVERY SINGLE THING you say and do in reference to your products and/or services is a form of marketing.


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Let me tell you a story.

When I was in my apprenticeship, my boss sent me to “spy” on two other salons.

I got a blowout at one, then an updo at the other.

My task was to listen to how they consulted, suggested, and, essentially, marketed to their clients.

I actually think about this random experience fairly often.

Why?

Because I realized one big marketing mistake hair stylists commonly make…

Focusing on features rather than benefits.


Let’s dig into the mistake a little deeper...

We often verbalize what we can DO, rather than what we can DO FOR our clients.

Here's some examples of things we can do:

  • Haircut

  • Multi-Dimensional Color

  • Smoothing Treatment

Now, think about what these services can do for a client:

  • A haircut can transform someone’s face, accentuating their best features.

  • Multi-dimensional color can put life and sparkle back into your hair, making it appear healthier.

  • A smoothing treatment can cut down styling time, instill confidence, and make your hair extremely enviable!

 

Too often I see social media posts with a photo of pretty hair and a simple tagline like, “Look at this pretty balayage! Book with me if you want balayage, too.”

The client is thinking, “Well cool. But what’s balayage? How the heck do I even say it?”

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Let’s make sure we’re communicating the benefits of our products and services when we post on social media, not just what the services are.

Same goes for selling products in-salon. Listing off features such as number of ounces, ingredients, etc is okay...

...but you know what's even better?

Explaining the benefits of the product.

Essentially, this is as simple as answering the client's unspoken question, "What's in it for me?"

And the trick is really listening to your client's pain points, picking the best services and products to resolve them, and explaining HOW it will resolve them.

There's a fine art to asking the right questions and revealing pain points.

Honestly, learning this skill can skyrocket your hair biz revenue like crazy!

I go over that and oh-so-much-more in my signature program, the Beauty Biz Boost.

Why Social Media Marketing is Pointless

Hey! Caity Hubert here.

In this blog post I’m going to tell you why social media marketing is pointless.

 

Wait…

Hold up…

Did she really just say that?

Yes, I really did. And I mean it.

Sort of.

Actually...let me rephrase that sentence.

Social media marketing is pointless IF you don’t have a spectacular product to back it up.

There we go. That makes a little more sense, yes?

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Let me dive a little deeper into this topic.

Here’s the deal. I’ve noticed a trend in the beauty industry...and it’s not a great one.

Hair stylists are doing things completely backwards.

And you may be one of those stylists.

It’s kinda hard to self-diagnose this issue. Frankly, it sucks to admit you may be wasting your time on your clientele-building strategies.

So let’s step back for a minute.

(Humor me, here, alright?)

Imagine you’re not a hair stylist. Imagine you’re a baker. And you just opened a cute little bakery of your own!

You’re fresh out of school, so you don’t have a ton of dough to spend on advertising and such. (Ha ha. Dough. See what I did there?)

Maybe you were top of your class and you graduated from culinary school feeling super-confident!

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Maybe you even have a few loyal customers already, or worked under an established baker for a bit.

Either way, now that you’re done with your training, you’re mostly starting your business from scratch.

(Yes, that’s another bakery pun. Sorry not sorry.)

Then some industry expert told you to focus on social media marketing.

So you start to market the HELL out of your bakery. You make a website, a Facebook page, and an Instagram account.

You start posting photos of your work, linking to your booking site, and offering discounts to get people in to try your cookies.

Maybe you even try paid ads, email campaigns, or networking events.

(Sound familiar?)

So maybe your efforts to market your bakery work! Maybe you get more traffic into the bakery, more sales, and a few good Yelp reviews to boot!

Awesome, right?

Well sort of…

Because even though you feel busier and you’re selling more cookies, you’re working A TON.

You’re running to the supply store to get a ton of supplies, baking a crap-load of cookies that you’re selling at a discount to get new clients in. People seem to like your cookies, but you’re not totally confident they’ll return for a second visit to the bakery.

And at the end of the month your bank account seems just as empty as before you launched all these social media campaigns.

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Even though you’re working more, marketing more, and starting to make more sales.

You start to feel overwhelmed, overworked, and underpaid.

So what the heck? How are you EVER supposed to make more money?

I’m assuming if you’ve read this far, you resonate with my bakery example at least a little bit.

Maybe it sounds a little like your journey as a hair stylist?

If it does, you’re not alone.

There’s a REASON the average hair stylist only brings home around $25,000 a year (a little over $11/hour). There’s a REASON even some of the top-paid hair stylists only make around $50,000.

There’s a REASON very few hair stylists are ever able to pay themselves over $100,000 a year.

And, contrary to what you may think, you don’t have to work more hours, raise your prices, or bust your butt on social media marketing to get there.

To tell you the truth, it’s not really impressive to have thousands of social media followers if you get low post engagement. Even less impressive if those followers don’t convert to clients.

And even if you do get a ton of new clients in your chair because of your marketing efforts, if your retention rate isn’t great you’ll ALWAYS have to be busting your butt to fill your books.

It doesn’t have to be this way.

Honestly, it shouldn’t be this way.

Most people follow the ideas of the traditional marketing funnel. This is the idea that clients “funnel” down a certain path; awareness, consideration, conversion, and retention.

Here’s what most hair stylists’ marketing strategies look like in relation to the traditional marketing funnel I just referenced:

  1. Post on social media hoping to make people AWARE of you and the fact that you do hair

  2. Hope that your social media followers click on a link to your website, causing them to read about you, skim your service menu, and CONSIDER coming in to see you

  3. Some of these potential clients do decide to book an appointment with you, hopefully coming in and CONVERTING to actual clients.

  4. Hope that they pre-book, come back, and you’re able to RETAIN them as a loyal client!

Notice a pattern with this marketing “strategy”?

It's actually more “hope” than actual strategy.

Here are the issues with this all-to-common plan:

  • Even if you attract a ton of new followers and potential clients to your social media channels, there’s a good chance it may not be the right people. Often, new followers are other hair stylists, your Mom, or people who aren’t local.

  • As for the people who would potentially make good clients, it may take awhile for them to actually click through to your website. It’ll take a lot of time, effort, and energy to craft amazing social media posts to keep you at the top of your potential clients’ minds.

  • The average website has a conversion rate of less than 3%. That means that for every 100 people who visit your website, only 3 will ever book an appointment.

  • Most hair stylists have a retention rate of below 66%, meaning that if all 3 of those clients that finally booked an appointment, you’ll probably only retain 1 or 2 of them.

 

Please don’t get butthurt when I say this, but it’s ridiculous to assume that most of your social media followers will eventually become clients.

 

For the reasons I’ve detailed above, it’s safe to say that it will most likely take at least 300-500 new social media followers to gain 1 loyal client.

Ummm...is that just me, or does that sound like a LOT of work?

What most people forget, though, is that there’s actually one more section at the bottom of this marketing funnel.

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These people are your influencers. They’re not only clients you’ve retained, they’re also clients who advocate for you. Essentially, they’re your dream clients.

You love them. You love doing their hair.

And they love you!

They trust you, pre-book with you, add on additional services, and purchase retail.

They’re the clients who tell everyone about you and refer all their friends to you without you even having to ask.

And because their friends are just as awesome as they are, they become rockstar clients, too!

So let’s go back to our cookie bakery example from earlier in this post for a second…

What if instead of working so hard to bake a ton of cookies to draw new people into your bakery, you focused on the few loyal customers you already had?

You start catering to their needs and making sure that they get the best damn cookie of their life every time they walked into your bakery.

So instead of baking dozens and dozens of pretty good cookies...you’re baking just a few batches of PERFECT cookies.

You feel your stress start to melt away because your product gets better and better with every batch you make.

And instead of feeling overwhelmed and stressed with your career choice, baking becomes enjoyable again.

Before you know it, your influencers/advocates have brought you a new stream of steady customers who love your baked goods.

And because you aren’t running to the supply store all the time, feeling pressure to discount your product to get people in, and spending so much effing time on marketing efforts…

...you’ve finally ARRIVED.

You’ve finally arrived at the place where you’re making good money, working reasonable hours, and loving every minute of your time with your customers.

Well guess what?

You can totally have this happen as a hair stylist, too!

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When you perfect your product (aka your guest experience), you’ll be able to effortlessly cultivate a group of dream clients that essentially do your marketing for you.

 

But you also have to be sure of the following things:

  • Your consultation is PERFECT, and you’re communicating super-effectively with your clients

  • Every client who sits in your chair has a top-notch experience that stands out from all the other salons and stylists they can choose from

  • You are charging ENOUGH and the CORRECT amount for optimal profitability

(FYI...I can help with all that stuff. And OH so much more!!)

 

So if you’re ready to free yourself from the pressure, stress, and time commitment that comes with the not-so-effective social media marketing strategies you’ve been doing...stay tuned.

If you’re ready to start effortlessly attracting, building, and retaining your dream clientele...you’re in the right place.

And if you’re ready for all the reasons you got into the hair biz to become realities, I can help.