Leslie Steps Up Her CLIENTELE!

Leslie Gardisser has been at LeslieJon Salon for five years and was a regular user of the Top 20 Jump Journal. She used the client planner and tracker faithfully. After attending Step Up! Fast Track to Wealth, she is using her Jump Journal in a way that she’s never used it before!

Step Up has catapulted Leslie to a whole different level!  Here’s what happened.

Understanding Your Clientele 101

One Step Up! Fast Track to Wealth assignment is to analyze your clientele. This can be done manually, with a calculator. Most people who come to Step Up hope to at least pinpoint the number of clients served the previous months as well as their service dollars. By dividing dollars by clients, stylists can figure out their average ticket. This is the first step.

Leslie Takes the Challenge

Leslie was the first Step Up! Fast Track to Wealth attendee who was able to successfully complete the first step. It was also the first time that she herself was able to look at her clientele in detail. Afterward, she could look closely at each client, track their spending habits, and change her behavior behind the chair accordingly.

Leslie’s Numbers

Leslie was able to pinpoint her numbers for the previous month: 123 clients, around $15,600 in service dollars, and an average ticket of $127.

Stepping it UP

Armed with these basic statistics, Leslie put her clientele under a microscope and turned it up a notch. Important patterns emerged! Half of her clientele spent on the low end of the spectrum, while the other half spent more. Leslie separated her lower ticket clients from her higher ticket clients and saw that there were 2 sub-groups within each category.

For example, 25% of Leslie’s tickets were under $50 and 25% of her clients spent between $50 – $100.  The ticket average of her low-end clientele was $45; that of the second low- end grouping was $78.

Leslie was able to isolate about thirty $100-175 clients with a $126 ticket average. She also counted 35 clients that spent over $175 per visit, with a ticket average of  $260.

So What?

What can a stylist do with such a detailed client analysis?

Leslie can now hand off her lower ticket clients to lower level stylists. The other stylists are grateful for the referral, and Leslie can create more opportunities to drive up her own ticket average by seeking higher-ticket clients.

Leslie will now focus on the higher ticket clients. This is her “Platinum” level, she will never take them for granted. These are the clients she wants more of – and she can ask the ones she has for referrals.

Leveling Your Client Base

Think of it as a Level System for your clients. The more you know about their spending, the more you can strategize to maximize your own profit.