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Hey Reader,

It's back to square one and I need to know what marketing efforts are working. The best way to figure this out is to simply ask every client that sits in my chair 2 simple questions.

When a first-timer sits in my chair, I typically start by asking these 2 questions that naturally lead into the consultation.

Here's what I've been hearing over the last couple weeks.

Question 1: How did you find out about us?

These are the most popular answers from first-timers.

• "I drove by and saw your open sign"
• "I was looking online and found you"
• "You're the only shop open on Sundays"

People can't sit in your chair if they don't know you exist. I'm very fortunate to be located right next to a grocery store, Rite Aid, bank and Planet Fitness. Our shop has high visibility. This captures the people who drove into the shopping center and saw our open sign and decided to walk-in after being done shopping.

Then there's online.

When I bought the barbershop, we had no website. Creating a website through Squarespace was one of the first things I did.

I designed the website with intentional SEO strategies to help boost our chances of showing up during a Google search. We're not ranked on page 1 but it's a work in progress.

It's easier to build new clientele when there's no competition.

This is a big reason why I'm cutting on Sundays and Mondays...most shops are closed. The majority of the first timers have mentioned the convenience of getting a haircut on these 2 days.

Something you can do right now

Take time to look up every barbershop in your city and write down their hours of operation. It could be a good idea to schedule your hours when many of them are closed. Open earlier or stay open later. Open on the days they're closed. These are small tactics that can make the difference between a potential client choosing you or another barber in town.

Alright, let's talk about the next question I ask.

Question 2: Where do you typically get your haircut?

Here are some answers I've been hearing over the last 2 weeks.

• "I normally go to Sports Clips but I was pretty disappointed in the service lately."
• "I went to Supercuts but they took 7 minutes on my haircut."
• "I kind of bounce around, not really consistent."
• "I normally go to this one barbershop but it's hard to get an appointment there because they're so busy all the time."
• "I just moved here actually, so haven't been anywhere in town yet. This is my first haircut here."
• "I actually go here normally but sometimes the other barber's hours don't work with my schedule. This time works better for me."

Whenever a first-timer answers this question, I'm listening for problems. If they are going to a new barber for the first time, it's safe to assume they weren't happy with the last place.

I want to know why they weren't happy. If I can pinpoint what disappoints them, I can make sure to avoid it. This increases the chances of providing a great experience where they would rebook.

Not everyone was unhappy with the last place though.

Some are just here for convenience. They don't care all that much. You hand them the mirror and they say something like 'I know what I look like, looks great.' Or 'yep, looks good.' They're the client that gives off the vibe of 'shut up and just cut my hair already.'

I don't know about you, but when I realize I have that type of client in my chair...my body relaxes. They ask for a 2 on the side with a trim on top. We're in and out in 30 minutes with a better tip than the Instagram mid drop skin fade textured fringe with no tip.

Knowing that this client values convenience, I want to make this experience as convenient as possible. Take time to explain how they can book an appointment with me, hand them a business card and send a thank you for coming email later.

What's working?

Every barber needs to ask first-timers a variation of these 2 questions. We need to know what marketing strategies are working. Is it your signage, your online presence, your social media, word of mouth, paid ads? How are people finding out about you?

Where do they typically go get their haircut? And why aren't they going there anymore?

Let's be clear. This isn't about gathering the latest gossip about the other barbers in town. It's about figuring out what is most important to this first-timer so that you can deliver the best experience that will make them wanting to come back and bring their friends.

So what about you? How do most of your first-timers find out about you?

Written by: Matthew Mendoza​​
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