Creating Ideal Clients

You CAN Choose Your Own Clients, While Turning Your Existing Clients Into Your Ideal

San Diego, CA You CAN choose your own clients! Instead of just settling for any warm body that comes into your salon or day spa, take the initiative to find your own ideal clients, as well as creating ideal clients from your existing regulars. Lauren Gartland is the founder of Inspiring Champions, a business and coaching company specializing in the beauty industry. She regularly advises beauty professionals on how to create their ideal client base for business success and growth. “Put yourself in a position to receive. Remember that asking is the starting point of receiving. Write down in vivid detail what you would like your ideal client to be like, what services they receive and what products they use. Create your vision statement, a description of your ideal clients, so that you will actually recognize them when you meet them!” Gartland says.

Gartland’s story ‘Acres of Diamonds’ shows how important it is to recognize potential. It relays the tale of a man who bought a house on land that was reputedly full of diamonds. He went out every day digging for diamonds, yet he never found any and eventually gave up and sold the house. Years later he returned and was shocked to find a huge mansion where his farmhouse once stood. The new owner showed the man an ugly rock – just like many rocks the man used to find all over the property. The owner rubbed the outer layer of the rock until a brilliant diamond underneath showed. “The man realized he had in fact owned acres of diamonds, yet never recognized what they really were. Think of yourself as a treasure hunter and your clients as diamonds. If you’re going to go treasure hunting for diamonds, you’d better know what they look like!” laughs Gartland.

To create your vision statement, consider your current clients and which of these you really look forward to seeing. Perhaps your ideal is a business woman who is always punctual, rebooks before leaving, receives chemical services regularly and is committed to the homecare regimen you have recommended to her? Or perhaps your ideal is creative, edgy and fashion forward, always ready to try the newest hairstyling and haircolor trends and who loves products, investing in your entire styling line? Write down their characteristics until you have a clear vision. “Once you clearly define who your ideal clients are, you will start recognizing them all over town. Make sure that when you do, you have your business cards on hand and are proactive about approaching them. Always look polished and professional and dress in a way that will impress your ideal clients. Any place you are going, from the grocery store to PTA meetings to the bank, presents opportunities to find new clients,” Gartland says.

Now, consider your existing clients who are already your ideal. “Invite people in to help with your success. Ask the type of clients you want to have more of for their advice. Tell them you value their input and ask if they have ideas on how to grow your business. This will give your clients ownership and partnership in helping you succeed,” Gartland notes. Say to your current ideal clients: “I’m expanding my business and I want more people like you as clients. Would you help me? How many business cards do you need?” You can reward them with bonus points for new referrals that can be used for products or discounts on services.

To turn existing clients with potential into your ideal, start conducting thorough client consultations that will present new opportunities for additional services and product purchases. Your ideal client should have a higher service ticket, with chemical services, add-on treatments and retail. Gartland concludes, “By educating your existing clients and showing them the possibilities you can provide for their looks and style, you will start to create your own ideal clients. Remember that you already own acres of diamonds – you just need to find them and polish them!”

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Inspiring Champions is a business and coaching company offering live training camps, coaching and mentoring services, webinars, audio tapes and educational resources.

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Jenny Hogan is the Media Director at Marketing Solutions, Inc., a full-service marketing, advertising and PR agency specializing in the professional beauty business.

For more information:
email MktgSols@MktgSols.com.

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