Not a day goes by when you are not interacting with clients, building your community, and being directly involved in the relationships that power your business. If you excel in creating connections and maintaining healthy relationships with your clients, you are well on your way to running a successful barbering biz.

While there are many factors that determine the quality of the relationships you share with your clients, communication is one of the primary things at play.

How Personalized Communications Benefit Client Relationships

Communicating clearly and consistently with your clients establishes a strong foundation for your relationship with them. Once you have these basics solidified, though, you have to take further steps to grow the connection you share and elevate it to the next level.

Personalized communications are a phenomenal way to do just that. By opting for personalized communications instead of standardized, you send a message to your clients—you care about them on a personal level and go out of your way to ensure their experience is superb.

Establish a More Personal Relationship

In the age of digital branding and marketing, most people are inundated with a flood of emails, text messages, and social media marketing strategies. If you’ve ever gone more than a few days without checking your inbox, you know how overwhelming (and irritating) this can be.

The vast majority of these communications—including from businesses in the barbering industry—are standardized, universal marketing campaigns that at best insert the client’s name into the heading. There’s nothing personal or compelling about this style of communication, and it might have the opposite effect of what you intended.

By opting for personalized communications, you begin to form a more personal relationship with your customers. The more personal the relationship is, the better you know each other and the stronger your connection is. This translates into a more lasting, meaningful dynamic that benefits both parties.

Boost Client Retention

It’s much easier and cost-effective to retain a client than it is to attract a new one. Personalized communication can work wonders for your customer retention. It builds trust, demonstrates a deep appreciation for their patronage, and gives them the personal touch every relationship—even a professional one—needs.

Customer loyalty is essential for barber shops. From providing exceptional service to implementing a customer loyalty program, any tool at your disposal to boost retention is worth exploring and investing in. Personalized communication is no exception.

Increase Customer Engagement

When you choose to use traditional communication methods, you are essentially throwing ideas at the wall and hoping something applies and appeals to the client receiving the communication. This is true whether it’s a standardized marketing campaign or an email triggered by their last visit to your barber shop.

Personalized communication does the opposite—it recognizes a preference or need and aims to meet it. In other words, you are doing the work, not the client. This makes them feel appreciated and removes the barriers between where they’re at and where you want them to be. From reminding them of their next appointment to offering them a discount on their favorite product, tailoring your communication for the individual is sure to increase engagement.

Create a Two-Way Street

As a business, communication can often feel like screaming into the void or taking a one-way approach to the relationship with your client. Neither of these feelings is productive in crafting a strong, lasting connection.

Personalized communication opens the door for a two-way relationship to occur. Through this back-and-forth, your connection is strengthened, and both you and your customer benefit as a result. With time, the rapport you build will lead to a barber-client relationship that goes beyond the occasional haircut.

Barbershops have historically acted as cornerstones of the communities they anchor. They’re not just places to receive a service; they are hubs where people of all walks come together to socialize, commune, and bond. In short, they are community builders because they are relationship builders.

If you want to embrace this role in your own community—or simply strengthen your barbering business by getting to know your loyal clientele—personalized communication is essential.

You aren’t a faceless corporation; you’re a barbershop that strives to treat every individual with respect and care.

For more barbering insights that can help your shop thrive, be sure to subscribe to NAOB and visit our blog regularly. We’re committed to providing you with the resources you need to give your clients a top-notch experience and your barbershop a long, successful legacy.