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December 27, 2010


As a young salon owner with ample hair extension competition in my area, I want to create a client following who have plenty of great reasons to become life-long, loyal customers. Donna Bella Milan works with great salons throughout the country, any tips from what you see them doing?

Michelle T – St. Louis, Missouri


There are three fundamental skills that we see in extremely successful salon owners. First, they listen closely to what their customers want. Second, they under promise on what they can do. Third, they always exceed the expectations of their clientele through highly developed skills. In other words, they under-promise and over-deliver. With average salons it works the other way around by over-promising and under-delivering.

In a nutshell, they stand apart by building a strong personal relationship with their customers, cultivating their trust, and tending to every important detail of each service provided. Shep Hyken, Chief Amazement Officer for Shepard Preparations likes to use the word cult when describing the kind of customer base you are talking about.

Cult is not a nasty word. It comes from the Latin word cultis, which originally meant “care or tending”. In other words, a shared belief in how you and your employees can assist your customers in achieving their dreams, at home, in the community, at work or play.

Customer loyalty is cemented forever when the client understands that you are committed to helping her achieve a beautiful life. As their confidant and advisor, their experiences become your experiences.

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