Who is your regular customer and what product attracts him?

Cosmetic companies and enterprises of the beauty industry have long ceased to be something abstract and faceless for the consumer – when it doesn't matter where and to whom to go. Today, everyone chooses a brand or salon according to their needs – some clients want fast results, others – bright effect, others focus on the environmental friendliness of the products offered. Ekaterina Malkova, co-founder of TOP Cosmetics, shares with estet-portal.com how to correctly determine your place in the market of cosmetology services and make the consumer your regular customer. 

Who is your regular customer and what is your exceptional product?

It would seem that it could be simpler than the question: “What product  do you represent?”. After all, everyone knows what they are selling, and why, right? In fact, everything is not so simple.

Let's take four types of restaurant as an example: one – "Mc Donalds", another – business class establishment, third – creative, with live music, fourth – romantic, with the theme of love. Will we compare these restaurants exclusively  in terms of portion sizes, and indeed in terms of the menu? No, because they differentiated – have acquired their exclusive feature, and each of these features can be important, a priority for consumers at one time or another in life.

During the day, we can find ourselves in completely different roles - bosses, subordinates, parents, patients, students, etc. And what we need to get depends on our specific role at the moment. For, say, a  restaurant, it works like this.

If I, Ekaterina Malkova – business lady, what restaurant do you think I will become a client of? Perhaps a business class restaurant? Yes, it's possible. The main thing here, again, is not food. In such an establishment, for example, I will schedule a business meeting and expect the meeting to be productive. This means that the restaurant must have excellent Wi-Fi that will not disappear  under no circumstances, flip chart, socket under every table, etc. In an institution of this format, they will not sell me a menu – food is secondary here. Providing the most comfortable conditions for negotiating at any level, the restaurant is guaranteed to attract the business elite.

But if I'm in a rush in the morning and it's essential for me to be on time for the meeting, then I might as well go to a place like McDonald's. Yes, I know that there is not exactly healthy food, but in this case I need a different – I need to win TIME, that's what I buy. And also, landing in the most distant exotic  country, I’ll also go look for McDonald’s, because I know exactly what I’ll get there, and I know that there is a certain standard for such establishments: there will be wi-fi, I can roughly imagine the taste of food, and for me, as a traveler in that moment it will be important. Moreover, I remember that there is a so-called "hamburger index": if this product is more expensive than in your country, then the standard of living is higher; if cheaper, then lower.

Accordingly, a restaurant for lovers – these are soft sofas, subdued light, candles and romance. I do not remember what I ate there, but I remember that it was the most delicious kiss in my life. A bohemian restaurant with live music – the place where you get lost in time, where other emotions are important to you.

Let's move all this into our beauty sphere. It happens, for example, that a make-up artist has done some work, and all colleagues "twist their noses"; – ah, not trendy enough, not high enough level. But the client is happy! Why did it happen? This means that our makeup artist managed to reach out to the client's needs. The visitor, say, had to quickly. Or – bright for everyone to see. Yes, makeup must be of high quality – no cheek blemishes or smudged mascara. But if the mascara is even smeared, and the person left the master satisfied – the task is completed, and this salon visitor will become your regular customer.

Or let's take express manicure studios. No matter how they were scolded, but, again, – if I need a quick result, I will go there and be their client. I need a service here and now, and I'm ready to buy a manicure in 20 minutes. But it's not ready in an hour.

Client is often not too important what and how  You did, but it is very important whether he got what he wanted and what he felt thanks to you. If because of the most perfect makeup I was late for an important meeting – because the make-up artist achieved the perfect effect – I will be unhappy, I will have an unpleasant aftertaste. And if the makeup was simpler, but someone confessed their love to me after that –  this will be for me forever my fateful make-up and make-up artist. That is why it is very important for you to understand what an exceptional product you are ready to offer  consumers, and which of them can become your regular customer.

How to define product exclusivity and enhance your market appeal

Very important question – what exactly are you selling? It can be makeup, injections or different roles and emotions – but they must be in demand by specific consumers who will enjoy it, which means they will become your regular customers. & nbsp; If I am expecting a child, then ecological make-up is important to me, and if, for example, I am going to go diving – it's super durable. And I will look for it. And your task – offer different roles and states, giving more than just a favor.

It's very important  to keep your case in sync with your internal state. If you like to do everything in life quickly, then you are with those people who value time as much as possible – make it your added value.

Apply express services if you are ready to work at a high pace. And if you prefer fashion trends, everything new – you need to promote that as the flagship focus. You focus the attention of the client on this – for example, say: « This year on the red carpet, everyone had wide eyebrows.

There is a lot of talk about networking these days, and for good reason. If you are a makeup artist, you can recommend to your client someone who, for example, does beauty injections. Or even if you do make-up only for the podium, and someone–then  only for weddings - share contacts. By creating the conditions for the success of another, you increase both your own success and the number of your regular customers who will come to you from other people.

Why do you think world-famous boutiques gather together on the same street? Are they really that stupid, because they are competitors? No, my friends, in this case they are not competitors - they reinforce each other. The energy of sales increases, and if consumers plan shopping – then they go exactly to this street.

You will be more likely to get clients if you have establishments like yours nearby.

Outlets are built on the same principle – they collect brands with discounts in one place, and then it makes sense for customers to go to them. To stand apart, you have to build such a resoundingly successful brand that people drive to you anyway, and that's always a lot harder.

Summarizing, I would like to highlight the following:

Think not only about what you are doing, but "who" and «for what» it's intended. What role does your client want to play now?
Be mindful of your own personal idiosyncrasies – what is the most valuable thing in life for you, and relate it to your  business strategy.
Know that you cannot please everyone equally. Someone won't like you at all – this is normal. You need to create your own circle of people who are happy with you.
Create the conditions for the success of others.

If you clearly understand your passions and find consumers who need it, you will get your permanent customer for life. People will look for you, first of all, for a sense of comfort and response to their deepest needs, and you – create a successful enterprise.