“I need more clients.”
“How many more do you need?”
“I don’t know. I just know I need more.”
I have this conversation with haircutters all the time. There is a real answer. You should know the real numbers.
If you cut 2 haircuts per hour, 10 hours per day, 5 days per week. You need 400 clients. Working with a 4-week average visit makes sense. Some clients will be back sooner. Others a bit longer. 4 weeks make sense. For a 4-chair shop this is 1,600 clients.
In a community like mine, a Chicago suburb of 60,000 people, if ½ of these people are guys, that is just 1 out of every 18.7 guys for the whole shop. It is 1 out of every 75 people for just one single cutter.
At that rate you can be a bit selective. The whole population is guys from toddlers to retired men. You are not likely the best haircutter for ALL these guys. You might be perfect for the businessmen. You might prefer to serve the teens. You might be the old guys guy. You can focus your marketing.
If you live in New York City you can look out the window of your shop at a single building that might have well over 400 men in it. In a suburb you have a housing subdivision that has over 400 guys to access. Your marketing can be focused and geographically very limited and you can be very busy. You can likely pick a single zip code and clean up.
Instead of looking to serve everyone, pick YOUR 400. Target your 400. Build your 400.
How can I help YOU find your 400?