Amanda Robinson is the owner of Iris + West Lash Co. in Los Angeles. She launched the lash and brow studio in 2015 to provide clients with a safe service that wouldn’t sacrifice lash health. Along with Robinson, there is a team of three estheticians who provide intentional and thoughtful services to their clientele.
Robinson says that growing a clientele as a solo or newer esthetician comes down to a few things that work together. Word of mouth, reward and loyalty system, as well as a straightforward service menu and online booking system can make a big difference in growing a clientele.
“Word-of-mouth does a ton of the heavy lifting, especially with services like lashes and brows where clients are constantly getting compliments and questions about their look. People talk to their friends about these services all the time. Make sure your work is visible on social media so when someone gets a referral, they can already see the quality before they ever book,” she says.
To keep that momentum going, Robinson suggests to create systems that reward loyalty and referrals. She says that a referral program, a stamp card, something that gives clients a real reason to come back and bring their friends. She adds that it doesn't have to be complicated, it just has to exist.
“Having a very easy, straightforward service menu and online booking system also makes a big difference. So many people book online these days, and you want to remove as many barriers to entry as possible. If someone has to work too hard to figure out what to book or how to do it, you'll lose them before they ever walk in,” she says.
The single most important habit Robinson says that she would tell any newer esthetician is to build is rebooking at the end of every appointment. She says to assume that every new client is a regular from day one and encourage them to schedule their next visit before they leave. She adds that one shift in mindset makes a huge difference in retention.
“An intro offer can also be really helpful for getting first-time clients in the door and giving you the chance to show them what you can do. Post it on social, drop cards off at your local coffee shop. Let everyone know what you're up to,” she says. “And don't turn away clients from other studios. If someone needs a fill on extensions you didn't put in, just book a longer appointment and make it work. There's no reason to turn away a new client.”
