Finding your dream clients

Now, in Module 2, we covered a lot about building your brand, about understanding the exact business that you want to build, and also about pinning down your ideal client or your dream client, should we say. Now it's really important as we get to this stage that we consider everything we move through in Module two as we are creating our prices. Because as we talked about and as we explained, you will not be the nail tech for everybody. And that means that your prices will will not be the prices for everybody. That means they could be too cheap. They also could be too expensive. And that is why it's important to understand exactly who your dream client is so that you can really target and market to these people and explain the value that you are providing, rather than just the price of your treatment. Now, in Module 2, we explored your ideal client by looking at your client's avatar. So it's time to dig a little bit deeper and understand how to actually attract these types of dream clients while while staying true to your value, your vision, your mission, and also to the prices that you need to and should be charging. Now, I want you to think about your current client list for just a minute. I bet you can instantly picture two different types of clients. First of all, you've got your dream client, the one who always shows up on time, values your creativity, pays promptly, never ever questions your prices. They respect your policies, they appreciate your skills, they, they make you excited to see their name in your booking system. Okay, have you got that person in your head? Keep them there. Well then there's another type of client, and I'm pretty sure you will know one of these as well. These are the ones who drain your energy, who regularly cancel last minute, who question every price or constantly chase the next special offer. Now that you have defined your brand values, your vision and all of those things in Module two, I bet you can clearly identify which clients truly align which where you are heading and which clients don't. So this is something crucial to understand. It is okay if some clients don't align with your brand or your prices. In fact, it's actually natural and it's also necessary. Think about luxury brands. They don't try to appeal to everyone with the prices and neither should you. There is a nail tech out there for every single client, but you don't need to be the nail tech for everyone. So, pricing and client attraction. When you set your prices low or regularly offer discounts, you're sending a powerful message about your brand. You are attracting clients who make decisions primarily based on the price of the treatment. Rather than the quality or experience. Now, these clients will often also chase the next cheap offer, showing no loyalty or no appreciation for you or your skills. Think about it like this. If everything in life was about being the cheapest, then certain luxury brands just simply wouldn't exist. But they do, and they thrive. And why? Because they understand who their dream client is. And they know that these clients will return again and again and again because they value what they provide beyond just the price point. Now, you've invested in yourself, you've invested in your education, your products. You are here right now learning how to build a better business, learning how to be a better nail tech. The clients that you want to attract will respect and value this dedication to your business, to the excellence you're providing them with. They're not coming to yet for a bargain, they're coming to you, for you, for your skills and for the experience that you provide. Now, I want to just address a common concern that I hear from so many nail techs and that's but my clients won't be able to afford higher prices. Now, we so often make assumptions about what our clients can and can't afford and also what they value. That hour or two that they spend with you might be their only bit of peaceful time or month, their essential bit of self care. For these clients, the value goes so far beyond that physical service. And in fact, having prices that are too low can actually work against you. Think about this. Let's say, for example, you were looking to book a tattoo, so you're looking for a tattoo artist and you see one of them charging 50 pounds, and then you come across another one who's charging 300 pounds for the exact same design. Which one do you assume is going to have higher quality? The one who's charging £50 or the one who's charging £300? Now, we often associate very low prices with poor quality. And your dream clients might actually be thinking the same about nail services. So whether you are just starting your nail business or whether you have been established for years, this principle still remains true. So for new nail techs, it's so tempting to start off with low prices while you're building your client base. And for established nail techs, it is so common to worry about losing clients if you need to raise your prices. But here is what actually happens. When you charge too little, you attract clients who value price over quality. And because of that, they then won't grow with you. As your skills develop, as you grow your business, they won't appreciate the investments that you make in premium products and in continuous education because the only reason they're coming to you in the first place was because you are cheap. So let's talk a little bit about practical strategies for attracting your dream clients. Now if you are just starting out, set your prices based on the value that you provide, not just what other new nail techs are charging or cheap prices. Because you knew, yes, you are building experience, but you're also offering fresh, brand new training. You're offering current techniques that might not have been around when other nail techs trained. And you're also offering an experience that is dedicated attention to detail because the likelihood is you're taking a little bit longer right now doing nails than what an experienced nail tech is. So that client is actually getting more of your time. And then for establish nail tech, look at your current client list. Which clients make you excited to come to work? Which ones refer similar clients to you? Because these are your blueprints for attracting more dream clients. What do they have in common? What made them choose you and what keeps them coming back? Now you might be thinking about clients who could leave you when you charge appropriately. So you might be thinking this is all well and good, but I know for sure that Sarah would leave me if I started charging appropriately for my prices. But I want you to remember what we discussed in our mindset work. Some clients might leave and that is okay. And actually they might even come back after trying cheaper alternative because they realize that quality actually matters more than what they realized. Every space that that client frees up is an opportunity to welcome in a client who, who aligns with your brand's values and with the brand that you are trying to build. Think even about your service menu. Now I see so many treatment menus and they literally list all of the treatments that they offer in a row. So it's like full set of gel polish £45, full set of gel polish with builder gel £50. And it's literally listed like this. But seeing a treatment menu listed like this, does that really speak to your dream clients? Now instead of full set 45 pounds, could you actually describe the experience that they're going to receive? Could you actually go on to talk about the prep process and how you're going to add a meticulous hand care routine at the end that's going to leave them so hydrated and relaxed. Your dream clients want to know about the premium products or the care or the time that you are taking so, so that they can enjoy these long lasting results. Now I'm going to come on to curating your treatment menu later, but it's just something to start thinking about now. You can articulate the value that you give in so many touch points throughout that booking process, and your social media should reflect this as well. Now we'll come on to so many marketing strategies later on once you've nailed your pricing down, but I just want you to think about this right now rather than competing on price share on your social media the value that you provide show the preparation that goes into every single service. Show the attention to detail that you give, the final results that last for weeks and weeks and weeks. Your dream clients are looking for quality, for skills, for an experience that they can trust. And for those just starting out, focus on documenting your training. Focus on your dedication to proper technique or your commitment to hygiene and health and safety and the way in which you're setting up your salon space. Just because you are new doesn't mean that clients won't see that and want to book in because they value it. Those elements matter more to quality focused clients than years of experience will. Now remember also that building a client base of dream clients takes time. So whether you are new or whether you're established, it is about consistently showing up as the professional professional that they are looking for, making decisions that align with your brand values and also creating experiences that set you apart. Don't fall into that trap of thinking that you need to be fully booked immediately. It's better to have fewer clients who value your work and pay premium prices than a full book of clients who drain your energy, undervalue your service, and keep you working night and day just to earn the bare minimum. Quality clients often come through referrals from other quality clients, so focus on serving your current clients exceptionally well and they will attract more of themselves to you. Your pricing plays a crucial role in that journey. When you charge appropriately for your service, you can afford to spend proper time with every client. You can afford to use premium products without worry. You can afford to continue investing in yourself and in your business, in your education. This creates a positive cycle. Better service leads to more satisfied clients who appreciate quality and refer similar clients. Now remember, you are not just providing a service, you are creating an experience that reflects your brand values and attracts the clients who also share those same values. So whether you just start or whether you are evolving your existing business, stay focused on on attracting and retaining clients who appreciate what you uniquely offer. Now, in your workbook you're going to find exercises that will help you to identify and attract more of your dream clients. Take time with them. They are your foundation for building the business that you truly want to run.