As a personal stylist or image consultant, you sell your expertise to clients – for example, a closet makeover. Once your clients have achieved their desired look, they move on. You can expect referrals if they’re happy with your service, but that’s the end of your business-client relationship. And you’re back to square one.
Most entrepreneurs don’t realize customer acquisition costs more than retention. Everyone puts effort into getting new clients, but few maintain existing client relationships. Yet, retaining customers is cheaper than acquiring new ones, and improving retention by just 5% can drive profits up by over 25%!
So, what’s the secret to lifelong clients?
How to Build Lifelong Client Relationships
It’s not about pushing excessive sales onto your clients; it’s about ADDRESSING A PARTICULAR CHALLENGE THEY FACE throughout their lifetime and beyond. Your clients want the best solution to their wardrobe woes without having to think about it again – that’s what you can provide, time and again.
1. Develop a Deep Connection
Developing long-term relationships with your clients goes beyond finding clothes that look good on them. Being a personal stylist is a unique experience because it gives me access to their vulnerability.
Every part of the journey – visiting their closet, discussing body image, and more – -demands SENSITIVITY AND TRUST. You nurture your client relationships by ‘holding space’ for them. This connection allows us to maintain your relationship and grow together for years.
The key is to set realistic customer expectations and then not just meet them but exceed them – preferably in unexpected and helpful ways.
— Richard Branson
2. Solidify Business with the Next Generation
As a personal stylist, having the next-gen as clients should be an integral part of your business strategy. By tapping into your existing client’s children and family styling needs, you can develop relationships and create an even larger client base with ultimate longevity.
With kids as young as ten starting to develop their style, it’s an excellent opportunity to help them look their best and be empowered by fashion – now and throughout their lives.
3. Offer Personalized Services
According to McKinsey, companies that excel at personalization generate 40% more revenue than those that don’t. Personalizing your relationships with your clients shows that you’re dedicated to providing them with a MEMORABLE EXPERIENCE from start to finish.
Some ideas to personalize your styling services include:
- Sending special merchandise discounts on their birthdays.
- Offering “wardrobe check-ups” to rearrange and restyle existing items.
- Depending on their wardrobe needs, you can offer different styling services, such as completely curated ensembles or just a few accessories.
- If you think they may be interested, provide a range of add-on services by other professionals, such as makeup tutorials, personal trainers, and dieticians.
4. Provide Style Subscriptions
Unlike traditional subscriptions, this business model takes an individualistic approach, allowing clients to customize their orders and plans. For example, you might offer wardrobe updates two or four times a year.
Subscriptions also make it easier to stay in touch with your clients, provide regular updates, and keep up with their ever-changing style needs. Additionally, as it’s a recurring service, you’ll have a reliable source of ongoing income.
“The purpose of a business is to create a customer who creates customers.”
– Shiv Singh
5. Implement an Email Marketing Campaign
Email marketing campaigns are an excellent way to engage with your recurring customers. You can update customers about new product offerings, upcoming specials, and other promotions.
Additionally, email marketing campaigns allow you to build customer relationships by sharing helpful content, customer testimonials, and special offers. This level of communication keeps customers engaged, building long-term loyalty and trust.
6. Offer Unparalleled Service
Good styling services keep clients returning for more because they know they will consistently receive high-quality services. Word-of-mouth referrals from satisfied clients will also help to attract new customers.
Clients appreciate knowing that their stylist is willing to take the time to listen to their needs and help them achieve the look they want while offering them honest, knowledgeable advice.
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