by Maureen Thomas

Created on: November 15, 2008   Last Updated: January 12, 2009

There are endless opportunities to make a successful living in cosmetology. However, many new stylists ignore basic principles of marketing. As a cosmetologist, you are in business for yourself. The importance of establishing and growing your "book" cannot be overstated. Once you have a clientele, you have choices about where you want to work, and options in terms of growing your business.

Most salons keep a client database. It is also important that you keep a record of your clients. The salon should be doing their part towards marketing and promotion. However, you have the relationship with the client. If you leave the salon, you need to notify your clients of your new location. With email and social networking sites, it doesn't even require paper or a mailing.

How to build your book? If you are fortunate enough to work in a salon with a high volume of walk-in clientele, some of the work will be done for you. However, you should constantly be looking for methods to promote yourself in the "outside" world. A casual compliment about someone's hair will often lead to an in-depth discussion. If they rave about their stylist, great. If they mention dissatisfaction, even better. Always have your cards on hand. If a potential client has your card, chances are they will call you at a later date. Have two sets of cards printed (they cost around $6.00 on-line), one offering a discount especially for new clients. Offer specials on the days of the week that you are "slow". Post 'bring a friend' flyers at local colleges, on services that students want, but sometimes can't afford. Eventually they are going to graduate, get jobs, and spend more on their hair.

As a stylist, it is important that you have solid hair and makeup skills. It is even more important that you have great "people" skills. The average person gets much more then a haircut out of a salon visit. Be sensitive to the client's persona. Do they read the paper while they are getting their services? Don't inundate them with chatter. However, this is the exception. Most clients want to talk about their favorite topic-them! Be a listener, don't flood them with too much commentary/advice. They have come to vent, have a human connection, feel cared for, as much as they have come for their highlights. The most successful stylists are not always the most 'artistic'. Often they have built their business on communication as much as on cutting.

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