How to Create a Custom Network -By April Poster

Typically, building salon and spa business, attracting more clients continues to be a challenge for professionals in our industry. Without marketing and business development as a standard practice, salons can expect to lose at least 20% of your clients every year. Think of it: There are at least three to five people you have not seen in months. As a general rule of business, clients fall away, so we must create ways to keep the pipeline flowing and be ahead of the game.

Knowing this information is a start. Next, you must devise new and innovative ideas to promote yours as the salon of choice and get the clients calling and coming. Finally, you have to make the time to take action and implement your plan. For some, this can be a challenge because the ideas aren't flowing, and if they are your busyness gets in the way of your business while you are waiting for the day you have extra time to do these things. Fear not, you have an advantage here. Since the beginning, time has been on your side. With 24 hours in your day, you can maximize your plans if your plan carefully.

In conversation through servicing our clients, we exchange information. Many of us make recommendations to our clients about what restaurants to go to; what movies to see; which flower shop is best – everything from the new gym in the area to the furniture store on the corner. We are always talking to them and sharing what we know; we actually do our own marketing research, right? We want them to be taken care of, so we check it out and send them where we go. How many of you can relate? I am going to share an idea with you that will grow your business, maximize your time and serve your clients!

Networking is as common and as old as business itself. Your local chamber of commerce or community groups offer excellent business support, though imagine what could happen if you handpicked your networking circle. In creating a custom network, you can check out other businesses that you patronize. Then through an handshake or verbal agreement you may support each other through referrals. Custom networking is completely free by far an excellent means to market yourself. Everyone can win!

The fact that you already talk about different businesses to your clients is second nature to your job. You are a great networker, with a natural influence over your clientele. Because you take care of them and they TRUST you. All that is left to do is to create a custom networking structure that is made to drive your business.

This worked for me:

1. Brainstorm eight to ten businesses that you frequently know and use that will serve the needs of your clients and that cater to the type of clientele you share in common.

2. Create a plan for the purpose of this partnership, including how often you will meet. Of course, you want to be educated of what each offers, and you may wish check in to stay on the same page create new marketing ideas.

3. Go and meet them with your proposal and let them know you want to work together and support each other's businesses, and the benefits of the relationship for them. Be sure to ask for suggestions of other businesses that may benefit from being involved in your custom network.

4. Start talking. You already are doing that; and do so with your primary objective in mind: business building for your community.

5. Many people in business have had this idea, though you can be the one to put it into action. Through you business savvy, your clients will be impressed by your commitment to them and the community. The new clients you will get from your business partners you chose will already trust you. All the while, you are contributing to the growth and future success of many other businesses. EVERYONE wins! Have fun and many successes yourself!