How to win over clients with confidence, concern and consideration
Can you imagine losing one-fifth to one-third of your clients in a single day? Gone. For good. That’s exactly what could happen after just one bad experience with your business. Even if people love your studio and your work 59% will walk the other way after several bad experiences, and 32% of all customers say they’d stop supporting a business they loved after one negative experience.
So why are so many people — whether potential clients looking to get inked or just those who wandered in wondering what the tattoo scene is all about — disappointed? Call it an experience disconnect: studios tout custom designs or the latest technologies, but they haven’t focused on—or invested in—the aspects of customer experience that are the most meaningful.
What truly makes for a good experience? Attentiveness. Education. Consistency. Friendliness. And one big connector: human touch—that is, creating real personal connections.
There is a formula for getting it right. The right culture, new ways of working and empowered talent are key to unlocking revenue opportunities through better experience.
Price and quality remain top of mind for customers — in all industries, as they make purchasing choices. And it’s not just about finding the artist with the least expensive rate. A study done by the White House Office of Consumer Affairs discovered 80% of consumers are willing to pay more for a better customer experience. A majority consider friendly, welcoming service as uniquely defining a success business they would proudly support.
Confidence is okay, even expected of tattoo artists. Clients want to know that the artist they are working with knows their stuff and will be able to serve them in a professional manner. But there is a fine line between confidence and cockiness. Lets face it — those that come off as “rock stars” are usually more concerned about themselves than others. When your job is related to delivering exceptional customer service, you cannot be thinking of yourself first. You need to demonstrate a genuine concern for your client and his or her needs.
One of the best ways to show your clients that you care is to available and allow them to interact with you. Those who are new to tattoos often have questions, and if there’s nowhere for them to go to get answered, or you don’t respond in a timely manner, you could begin to lose credibility. A knowledgable manager or front desk person can take some of the basic queries, but they’re not the one putting ink to skin — ultimately, your client is YOUR responsibility.
These are some practical ways you can use to make yourself available to your clients. Consider providing a point of contact for all inquiries, starting with your social media channels and online community; maybe livestream a question and answer session or even host an open house night at your studio where you give personal tours and explain the tattooing process from design conception to safety practices and aftercare procedures.
You’re going to get a lot of the same questions. But rest assured that people can tell when you just going through the motions. If you’re not excited to interact with them, they will go elsewhere and take their money with them. The best approach is to treat each interaction as a way to meet new people or learn more about your loyal clients. Let them know and feel that you appreciate them on a personal
level — as they say, good friends are good for business.