July 2011

Jerry Tyler

Blue Highways | by Jerry Tyler


Using The Law of Attraction Will Attract Ideal Clients

The Law of Attraction (definition from Wikipedia) is a metaphysical New Thought belief that "like attracts like," that positive and negative thinking bring about positive and negative physical results, respectively. 

According to the Law of Attraction, the phrase "I need more money" allows the subject to continue to "need more money." If the subject wants to change this, they would focus their thoughts on the goal (having more money) rather than the problem (needing more money).

So, how can we use this power to our advantage when it comes to attracting and retaining our desired market shares?

The first step is to have a clear idea of the client base we want to attract. First, we need to know the components that make up that client base. This may take some investment in market research, but the information we gather will be worth its weight in gold.

What is our desired clients' background, income, education? If we know what motivates our clients, then we are better equipped to prepare to give them a wonderful experience.

Who is our perfect client? What kind of car do they drive, what kind of music do they listen to? When they shop, where do they shop? Are they classic or eclectic?

The fact that we can consciously create our own desired client base may seem a little far-fetched to some. However, whether consciously or not, we decide what type of clients we want to attract.

What would you rather have, a life built by design or a life built by default? Close your eyes and see that perfect client. See the world through their eyes. Feel the delight in having their desires satisfied beyond what they expected. Now, translate those feelings into actions.

What actions do we need to take to assure the perceived value of what we will provide our unique client that will exceed their expectations? If they are quality driven, we must make sure the quality of our services and overall performance exceeds their perceived value.

To cement their long-term loyalty, are we committed to make every salon visit the same great experience? This requires a focused attention to detail, while at the same time, never losing sight of the goals we both want to achieve in the end.

Staying continually aware of where we are in relation to where we would like to be is critical to maintaining the long-term growth of our business and the long-term loyalty of our clients. If we remain aware, we can adapt and change to meet our clients' changing needs and grow the relationship in a new direction. Client loyalty is based on continued trust, so the question is, are we trustworthy? The foundation we are forging is based on our integrity as professionals.

The wonderful part about all of this is that we can create our own abundance based on the things we do well. We have the ability to grow toward being the best person we can be, and draw like partners to us in the process.

Our assured success in this venture will be achieved simply because we believed this ideal personal and professional life was ours to possess. We knew it was ours to have without fail, because we intended it to be.

Jerry Tyler's column Blue Highways is his "Road Less Traveled" perspective on the solutions and challenges facing the beauty industry. Jerry Tyler has been a stylist since 1975 serving as the former artistic director for Vidal Sassoon Academy and currently as Director of Industry Relations for Carlton Hair salons. He is also a licensed cosmetology instructor and has served as President of the California State Board of Barbering and Cosmetology.