We caught up with the brilliant and insightful Danielle Ayala a few weeks ago and have shared our conversation below.
Alright, Danielle thanks for taking the time to share your stories and insights with us today. How did you scale up? What were the strategies, tactics, meaningful moments, twists/turns, obstacles, mistakes along the way? The world needs to hear more realistic, actionable stories about this critical part of the business building journey. Tell us your scaling up story – bring us along so we can understand what it was like making the decisions you had, implementing the strategies/tactics etc.
I am very grateful to say that my business looks a lot different than how it did when I first started behind the chair. I live in the metroplex that I was born and raised in so thankfully, I had a decent amount of “built-in” clientele including family and friends. However, I still had to work very hard to get to where I am today. Something that was taught to me from the very beginning was to say “yes” to everything. So that’s what I did. I stayed late, came in early, took every service, passed out business cards at other local businesses, and did everything I could to get someone in my chair. I do think there is a fine line between saying “yes” to every opportunity and burning yourself out. For a while, I was working over 40 hours a week which I don’t think is healthy, however, it did help me grow a clientele fast. I had to learn over the years to tone it down and have a better work/home life balance. For me, the biggest help in gaining clientele and scaling up was referrals. I made sure to give my clients the best experience while in the chair so they would go home and tell all their friends and family. Now being 8 years in, almost all my clientele is connected to each other in some way due to referrals. After about 6 years behind the chair, I decided it was time to take the next steps and move into a salon suite about 25 minutes away and become an independent stylist. I would say about 85-90% of my clientele followed me. Discipline, hard work, and dedication to my beloved clientele is what I believe has helped me become as successful as I am today.
Danielle, before we move on to more of these sorts of questions, can you take some time to bring our readers up to speed on you and what you do?
I am a 29-year-old hairdresser and have worked in the industry for 10 years, 8 of those years behind the chair. I am currently an independent stylist and am now mentoring other stylists through my apprenticeship program. I specialize in color and extensions but do a little bit of everything. I believe what sets me apart from others is the experience that I give to my clients as well as my mentees. I am most proud of the loyalty and reputation I have built with my clients, as well as the image and message that my brand stands for. My mission is to spread love and positivity through hair and create a safe space that promotes everyone to flourish and nurture themselves, to be the best version of themselves, and love not only how they look when they walk out of the salon, but love who they are on the inside as well. I believe that is my purpose in life. The world is made up of such beautiful and diverse people and I hope that everyone can see what a gift they are to it.
Can you tell us about what’s worked well for you in terms of growing your clientele?
Saying “yes” was the most effective strategy for growing a clientele, but also focusing just as much on the experience each client has in my chair as I do on their hair. From the moment someone walks into the salon I want them to feel and know that they are my top priority.
How do you keep in touch with clients and foster brand loyalty?
Through making a connection with each person that sits in my chair. My clients over the years have become my family. I have been a part of weddings, attended showers, walked alongside them as they experienced pregnancy, miscarriage, divorce, funerals, etc. I’ve been there throughout the happy and sad moments and vice versa. It’s an honor that people allow me into such intimate parts of their lives. It’s so much more than just hair.
Contact Info:
- Website: [email protected]
- Instagram: Danielleayalahair
Image Credits
Texas Eve Photography