How to Build Your Client Base Without Offering Model Prices as a Lash Tech (or any beauty business.)
As a lash tech, building a loyal client base is essential for the success of your business. However, many lash artists feel pressure to offer discounted prices or “model” rates to attract customers, which can devalue their services and make it harder to raise prices in the future. Instead, there are several other strategies to increase your client base while maintaining your full pricing structure. Here’s how you can do it:
1. Leverage Social Media
Social media platforms, especially Instagram, TikTok, and Facebook, are perfect for showcasing your lash artistry. Create eye-catching content that highlights the quality of your work, your professional environment, and the personalized experience you provide. Here’s how to make social media work for you:
- Before and After Photos: Show transformation photos to highlight the quality of your work. Clients love to see visual proof.
- Engage with Followers: Answer comments and DMs promptly, run polls or Q&A sessions, and make your audience feel involved.
- Showcase Your Expertise: Post lash care tips, behind-the-scenes videos, or share your journey as a lash tech to build trust with potential clients.
- Use Hashtags and Location Tags: This helps you reach a local audience that may be looking for a lash tech in your area.
-ALWAYS use your location in your bio- your instagram/tiktok/Facebook bio is the first thing your target audience will see, make sure it includes everything they need to know, otherwise you run the risk of them not stopping to take a look!
-Engage with accounts daily- don't be afraid to make the first move! follow, like, comment on all of your 'ideal clients' accounts, make sure your being seen!!!
2. Offer a Unique Client Experience
Charging full price means you need to give clients an experience that feels worth the investment. Focus on providing exceptional service beyond just applying lashes. A luxurious, comfortable, and relaxing experience will encourage clients to keep coming back. Consider these elements:
- Ambience: Ensure your lash studio or space is clean, well-decorated, and feels high-end.
- Personal Touches: Offer small extras like relaxing music, calming scents, or a complimentary beverage.
- Client Comfort: Prioritize your clients’ comfort during their appointments by offering blankets, comfortable seating, heated blankets in the winter etc!
By creating an environment that feels premium, you justify your pricing and increase client loyalty.
3. Encourage Word-of-Mouth Referrals
Satisfied clients are your best form of advertising. Encourage them to spread the word about your services by making the referral process rewarding and straightforward. Here are some ideas:
- Referral Program: Offer existing clients a discount on their next service or a free lash touch-up when they refer someone new.
- Loyalty Program: Provide discounts or rewards for clients who book multiple appointments. For example, after their 5th visit, they could receive a discount or a free add-on service.
- Review Incentives: Encourage clients to leave positive reviews on your social media or Google Business page by offering them a small perk (like a free lash spool key ring) in exchange for a review.
4. Network with Other Beauty Professionals
Collaborating with other professionals in the beauty industry can help you reach a wider audience. Here’s how to build mutually beneficial relationships:
- Partner with Local Salons or Spas: Offer to provide lashes to the salon’s clientele, and in return, they can refer their clients to you for lash extensions and you can provide recommendations for their services. (i.e hair, nails, aesthetics etc.)
- Collaborate with Influencers: Connect with local beauty influencers or bloggers who can review your services. Instead of offering discounted services, consider a collaboration where they help you promote your business in exchange for lashes.
- Host Beauty Events: Partner with other beauty professionals to host events such as “Beauty Nights” or “Self-Care Saturdays,” where potential clients can come and meet you, see your work in person, and ask questions.
5. Use Email Marketing to Stay Top of Mind
Build an email list of your clients and potential clients to keep them engaged with your business. Email marketing can be a powerful tool to promote your services, share special promotions, and keep your audience informed about your latest offerings.
- Monthly Newsletters: Send a monthly newsletter with lash care tips, updates on your services, or exciting news about your business.
- Exclusive Offers: Provide your email subscribers with exclusive promotions or early access to new services. Offer this as an exclusivity without it coming across that you're giving it away like on social media!
- Rebooking Reminders: Automate rebooking reminders so clients are encouraged to come back regularly for lash fills.
6. Focus on Retention, Not Just New Clients
It’s important to remember that keeping your current clients happy can be more valuable than constantly seeking new ones. Focus on maintaining long-term relationships with your clients by providing excellent service, following up after appointments, and being consistent with your work.
- Follow-Up Care: Send follow-up texts or emails a few days after their appointment to check in on how their lashes are doing.
- Birthday and Holiday Promotions: Offer special promotions or discounts to clients on their birthdays or during the holiday season.
- Consistency is Key: Make sure every appointment offers the same high level of service and quality.
7. Invest in Your Skills and Certifications
Clients will pay full price if they see you as an expert in your field. Constantly improve your skills and keep up with the latest trends by attending advanced training courses or earning certifications. This allows you to differentiate yourself from competitors and gives you the credibility needed to charge premium rates.
- Showcase Your Credentials: Display your certifications in your studio and mention them on your website and social media profiles.
- Offer Specialized Services: Stay ahead of the competition by offering specialized services such as mega volume, lash lifts, or customized lash designs.
To summarise:
Building a solid client base without offering model prices requires consistent effort, a clear value proposition, and a commitment to excellent customer service. By marketing strategically, networking, and providing an unforgettable experience, you can grow your business while maintaining the pricing that reflects the quality of your work. Remember, it's not just about getting clients—it's about attracting the right clients who see the value in your service and will become loyal advocates for your business.
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