Subscribe Now For A Free Five Step Tutorial
Get a free five-part email course that shows you how to find, validate, and launch your side hustle idea — no experience required.
“What's the best way to build a clientele for a service... and as quickly and effectively as possible?”
Today's caller is a hair stylist preparing to leave employment to run her own shop. Congratulations! What can she do to build her initial clientele?
Of course, this applies to lots of service businesses that are opening in a new location. Over time, you hope to serve lots of repeat customers—but where do they come from in the first place? What are some simple things a service provider can do to kickstart the client list?
I've been a hair stylist for a national chain for the past two years. Now I'm ready to strike out on my own and open my shop. I've found a good space in a town about fifteen miles away—so it's close, but it's also new to me in some ways.
What's the best way to build a clientele for a service like this ... and as quickly and effectively as possible?
When you move to a new town, especially for a service business like hair styling, the goal is to build trust quickly. People don't know you yet, so you need to "borrow" trust from the people and places they already rely on.
First, don't underestimate your existing clients.
Even though it's fifteen miles away, some will follow you—especially your best ones. Tell them where you're going, make rebooking easy, and give them a small "founding client" perk. Even if they don't come regularly, they can still refer friends who live closer to your new place.
Next, plug yourself into the local community right away.
For stylists, this is more important than ads. Walk around, meet the neighboring businesses, and offer their staff a complimentary cut or style. When people see good work on someone they know, they trust you instantly. You can leave a small stack of cards or a QR code at places like cafés, boutiques, and gyms.
On the marketing side, keep it simple and geo-specific.
Post your work on Instagram, tag the town, follow local accounts, and comment on local businesses. You're not trying to become an influencer—you're just making your presence known. A few well-placed interactions go a long way in a smaller market.
Create one really good intro offer.
Not a giant discount, but something that feels like a welcome package: a signature cut plus a conditioning treatment, or a "three-visit starter bundle." People respond well to something that feels like a curated experience.
Then build a small referral engine.
Identify 15–20 people in town who are connected—fitness instructors, teachers, baristas, anyone who talks to lots of people. Give them a great first appointment and a couple of referral cards. A stylist can fill a book surprisingly fast through a handful of well-connected clients.
Finally, focus on retention from day one.
At the end of every appointment, offer the next two potential dates instead of asking if they'd like to rebook. Most stylists grow fastest not by getting more new clients, but by turning first-time clients into regulars.
If you combine those pieces—existing clients, local partnerships, a clear intro package, simple Instagram visibility, a referral engine, and strong rebooking habits—you can get traction very quickly, even in a brand-new town.
Listen to today's episode to learn more...
