Recently I took my son to get his hair cut at a place we hadn’t visited before. His usual place wasn’t open, and he needed a haircut ASAP.
One of the stylists, Jessica, led us to her chair and got him set up. That’s when I took my position. My boy is five, which means he doesn’t sit still. Ever. So every time, I go prepared to hold him down. He doesn’t mind; he just needs help sitting still so he doesn’t get his ear cut off. So I hovered nearby, ready to jump in.
But this time was different. Jessica got to work, talking to him the whole time. It turned out she didn’t need me to hold him still. The lady knew what she was doing, and she could do it despite all his little-kid wiggles and wriggles. The whole time, she was talking to him and to me. She didn’t just pick one. And she could handle it all at the same time: chatting with me about my son, chatting with my son about giraffes, and giving him a perfect haircut—without my having to hold him down.
We will be back, and we will ask for Jessica.
Friends, this talented lady is a prime example of how to do everything right with both kids and parents.
So I wondered why the place was empty. Why wasn’t every kid in town on Jessica’s waiting list?
Probably because nobody knows she’s so good with kids. All I got from the salon’s website was their location, hours, and some generic photos of people with amazing hair. Good info, but not enough to build trust.
A few simple ways this local business could get more families through their doors:
1. Ask for referrals (and provide a referral bonus). I’d love to tell my neighbors with kids about our experience. A small discount for me and the people I refer would sweeten the deal.
2. Engage with local parents online (and include a healthy dose of personality). Some videos or anecdotes from their kid-friendly stylists would go a long way in building the brand’s story and encouraging parents to drop in. Customer stories would increase the appeal.
Being in the business you’re in, you’re probably a relationship-building service master like Jessica. You may have employees who are masters, too. If so, your business should be booked solid. With a waiting list.
But if you don’t have enough new customers coming in, it may be because people don’t know about you (or don’t know enough about you to call). They need to see your personality and expertise. They need you to show them that you’re relationship material.
I can help you take the first steps. If you’re ready to get started reaching new customers through blogging or e-mails, all you have to do is book a free 30-minute Discovery Call. I’ll listen to your needs, and we’ll see if we can work together to bring you more customers.
I’m Sarah Jenne Foster. I’m a proud Texan (no, I don’t own a horse or a cowboy hat); an experienced teacher; the loving caregiver of two kids, two cats, and a frog; and a tireless advocate of the serial comma. I'm on a mission to use the power of words to help businesses that serve children and families.
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