How does one determine their greatest competition? Some would say it’s the salon or barbershop next door while others would tell you with the level of service they offer, they don’t have competitors. Although it’s a good idea to see what other professionals are doing around the area, what others are doing shouldn’t be your main focus. Either way, someone is steering your clients away. Here’s some food for thought… The average client has many responsibilities that keep them distracted throughout the day, and you're probably not the first thing on their mind. 

So, the question you have to ask is, how do I keep my services and availability fresh in the mind of my client? How are you, “The Professional,” helping your clients stay centered and consistently returning to you for service?  What is it keeping them from putting you on their priority list? It's where you fall in their monthly expenses. Here are the two types of expenses every client has: 

1. Non-Controllable Expense – Chances are your clients work & pay bills. Bills that usually do not change every month are known as “non-controllable expenses”. These are non-stop, must pay expenses every week/month that clients can’t get away from. Things like cell phone plans and a mortgage can be used as an example of a non-controllable expense. You will never be an option here for your client. This means if a client has to choose between you and their mortgage, they will choose their mortgage with no hesitation.

2. Controllable Expense – Controllable expenses are known as expenses that can be controlled. An example of this would be a utility bill, entertainment, retail shopping, etc. Now, although bills and spending money may be stressful at times, this is where you “as the professional” want to be. Controllable expenses give consumers the option to CONTROL their spending. Clients will categorize you in this option ONLY if they know they have the option. It’s up to you to be intentional on showing your clients the importance of learning how to intentionally spend, so no resentment builds. 

How do we make sure our clients are spending intentionally with us? When you ask questions, your clients begin to trust that you as their professional have their best interest at heart and you, in turn you will learn some pretty cool things about your clients you wouldn’t have otherwise. Once your client has opened up to you about some of their concerns and interest, it’s your duty to help them find a common ground that makes sense to them. Now, this means that you will have to tell them the truth about how often they should be visiting you or if you should be in the picture at all. Keep in mind that this may cost you a client but you’ll gain a friend in return. Take There are many state-of-the-art points of sale systems out there that help professionals keep track of their client’s history. These tools help you un-clutter your brain and provide relief by studying your client instead of trying to remember. It’s suggested to take 2-5 minutes of each day to write down memorable experiences you shared with your client. This will help you when your client returns on their following visit to keep the conversation going and provides comfort for your clients confirming you’re invested in them.

Another thing you can do is offer incentives for client who’s struggling with their budget. Take a few minutes of each day during your “off time” and search the web for a budget sheet. Offer some of your time before, during or after their visit to help them budget their visit so it works best for them. Showing a client how to intentionally spend could be a BIG help. It doesn’t mean they’ll take the help, but if they are open with you about it, you can help them and in turn help your business.