In this week’s conversation about protection, the ladies discuss the art of retention as well as the necessity of clear communication, building trust, and the ability to recognize when it’s time to let go.

For Big Money Stylist, we go over the following formula each month:

Week #1: Power

Week #2: Production

Week #3: Profit

Week #4: Protection

In This Week’s Episode…..PROTECTION

Point #1: Loyalty

  • Danielle: In the world of hair, retention is important. If you can’t retain clients, it gives you a bad rap in the industry.
  • Coach Val: If you aren’t the best hair stylist but give your clients a stellar experience, they’ll most likely keep coming back. If in general, the whole experience was amazing, you probably have a client for life.

What is your rentention rate? What can you do to improve on it?


Point #2: It’s All About the Delivery

  • Coach Ani: It’s actually cheaper and easier to keep your current customers than for you to market and get brand new ones.
  • Coach Val: It’s so important to deliver elite service to your clients. It’s all about the details, even after they leave your chair.


Is your delivery elite or are there some things you need to change or implement to make it elite?


Point #3: Letting Go

  • Coach Val: You want to have client retention but sometimes it doesn’t go with your brand or what you’re doing. Sometimes you just have to let someone go.
  • Coach Ani: Coach Ani recently had a client complain about charges she was clearly made aware of before Ani did the work on her. “As anyone in my life knows, I’m crystal clear, I’m super direct, and I don’t sugar coat a lot. Facts are just facts, this is what it is.”

What clients do you currently have that absolutely need to go but you’re putting on the brakes because you’re afraid to let them go?


Point #4: What You Tolerate, Continues

  • Danielle: Danielle implemented several new policies based on the pattern of a particular client over the course of a year, which behavior Danielle had allowed to continue.
  • Even if you’re friends with somebody, you’ve got to protect your time, you have to be super direct, and you have to be forward. Otherwise, you and your business will continue to suffer.

What have you been tolerating that you know must stop immediately? What is the one thing you are committed to doing today?


Point #5:  Employees and Assistants

  • Danielle: With our assistants, we get this entitled energy where that person can’t fly and become who they need to be if we’re always pulling them back
  • Coach Ani: With staff, it’s not just how much you pay them, how you treat them, and how you talk to them, it’s also about the visions along the way – painting the vision and also delivering on that vision.

Where in your life are you hanging on to someone or something that you know you need to let go of?

Quote of the Week:

“You can’t go in with the churn and burn mentality. Fucking do good work and treat your clients well. Have clear communication and treat people how you want to be treated.”

–Danielle White

“You’re working so hard to build what you have, do good work so you can keep your clientele. Not everyone’s going to be a perfect fit so sometimes protecting is letting those people go who aren’t a perfect fit.”

–Valerie Plunk

“I feel like there needs to be a trust between yourself and those you hire. If you’re painting visions and all of a sudden the fucking rainbow goes away – and there’s no pot at the end of the rainbow – it’s a problem. Follow through with the visions you’re painting.”

–Anianne Rivera

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