HOW DO I BUILD A CLIENT BASE IN A NEW TOWN?

If you move to a new barbershop, how can you go about building your client base? An industry expert shares their advice

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JOSH PLUMBLEY, BARBER AT GRIZZLYS, BILLINGSHURST

“I have been barbering for three years and a few months back I took the decision to elevate my career and changed shops. I am lucky to have been accepted into a new shop who have a good reputation, quality work and a supportive team. Although this is positive, the decision had a negative in that it also meant changing town. I have found myself having to start building my client base up again, as most old clients found it too far to travel. Any advice on how to gain new clients?”

CALLUM MACDONALD, MANAGER AT RUFFIANS, COVENT GARDEN

“Everyone knows that the best way of building your client base is to focus on your existing clients and giving them 100% every time, so they come back and keep you busy. They act as your ambassadors who can recommend you to their friends, as you’re more likely to get new clients if they are from personal referrals.

However when you move to a new area, it can feel like you’re starting from scratch. You need to be proactive in marketing yourself. Give out targeted free haircuts to local influential people, like the guys that work in the local café or bar, and convert them to be your local ambassadors. Get out on the streets – put up flyers announcing your arrival and skills. Why not give cards to local businesses that offer a discount for their first haircut with you?

Ask your new barbershop if they have a client database to market to. I recommend finding the ‘lost clients’ (those that have not returned within 90 days) and send out an email with an incentive to come back – this is a win for you and a win for your shop manager too!

Get some testimonials from your best clients at your old barbershop. Ask them to promote you on their social media accounts now that you’re in the new town. You can do the same on your own social channels too, so that new clients can see your skills and will be more inclined to try you out.

Lastly, take some time to work out what type of hair you like to cut – then work out where these people might be and target them. For instance, if they are all students keen on live music, then head to the local student union or club nights and give out some flyers or discounts there. Or, if you get on better with the football crowd, then target local football clubs or teams.

I hope this helps and all the best in your new venture from me and the Ruffians Team.”

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DON’T MISS the Modern Barber stage at Salon International 2022! Register your interest now: www.salonshow.co.uk/salon-international-register-your-interest