10 WAYS A STARTUP TAILOR CAN ATTRACT NEW CUSTOMERS
“How do I get new customers” is one of the questions I’m often asked.
Seriously, attracting new customers can be hard.
Because I’m yet to see someone who doesn’t have, at least, a tailor who’s responsible for making her clothes.
So, it’s just like telling them to leave their tailors and come to you.
But there’s nothing bad about that if you can give them a better experience.
Besides, this article is not actually about how to snatch other tailors’ customers.
I think it’s more about doing things in which other tailors find very difficult to do.
In fact you will also find what I’m about to tell you somewhat hard to do.
Because it’s all about doing things that will push you out of your comfort zone.
Are you ready for this?
Ok, let’s get going.
Over the years, I’ve discovered that those who are making it big time as a tailor in the fashion industry have one thing in common.
And that one thing is that, they don’t wait for new customers to come to them. Instead, they go out to pick their own customers, and show them the way to their shop.
See, we are no more in the era of build it and they will come.
Because while you’re there waiting for customers to come to your shop, there are tailors who are already at their door steps.
Therefore, if you really want to attract new customers who pay well, the first step to take is to get your butts off the machine.
Yes, it’s as simple as that.
Hire someone to handle the technical work for you, while you get busy with the marketing work.
You must put yourself at the front line.
Don’t wait for your customers to choose you, you’re the one responsible to choosing your customers.
Everybody is not your customer.
So how do you go about it?
1. Have an attractive work place
This is your number one selling point.
I can’t count the number of times customers commended that they come to us because they find our place attractive.
Apart from keeping your workplace or shop tidy, also use nice paintings and attractive furniture.
And treat customers clothes with respect by gently folding them and placing them neatly on the shelf or putting on hangers.
I would also advise you paint your workplace white with a touch of black or grey. You can go on to Instagram, check up ten top tailors and tell me the color of paint they used.
Your profile on Facebook and other social media sites is also your workplace. So you still have now to delete anything you know will piss your customers off.
Take a professional picture of yourself and use it as your displayed picture. Write a short description telling people about yourself and what you do.
And always take nice pictures of your work and showcase them on your profile.
2. Business name/ logo
Many tailors don’t pay attention to this.
Come up with a nice name and hire a professional graphic designer to design a nice logo for you.
Also have your business name and logo displayed at the entrance of your shop. And somewhere inside your workplace or shop.
3. Have a business card
It’s a must.
Because when you meet potential customers, giving out your business card will immediately stand you out.
Make sure you have your social media handles on your business card.
And please don’t give the work to an amateur graphic designer. In fact I have someone who you can trust on quality and professional graphic designing job.
4. Decide who your customers are
Like I said, you have to decide who you want as your customer.
So take out a pen and paper. Write down a complete biography of who you want as your customer, so that when you see one, you will easily identify her.
Start by giving her a name.
Here’s my own example;
“Mrs. Kareem is a 35-year-old working-class woman married with children. She’s a Muslim, and always put God first in everything she does. She’s very watchful of her weight. She’s stylish and pays close attention to what she wears. She drives a car. She’s a party-going woman. On holidays, she loves to go out with her family, especially her kids. And so on…”
It should also include her salary range. And her biography must tell you that she can afford your service.
Also put down the kind of person she would want as her tailor. And work toward becoming that tailor.
If your customers also include a 23-year-old Bolanle who’s a student, do not hesitate to write out her own biography as well.
You want to know why we’re doing this?
5. Make something and showcase it
From that customer’s biography you wrote down, you should know who you want to target anytime you’re making something new.
From Mrs. Kareem’s biography you have a sense of what she’s likely to wear.
From my own example;
• she’s a party-going woman
With this, I know corporate, habaya, owanbe, and something stylish are likely to be her favorite.
So pick on any of these, and come up with a great style and put it on display in your workplace. Somewhere people can easily see when they pass by.
You can as well snap and put it online.
6. Know where to find them
Also from Mrs. Kareem’s biography, I can have an idea of where to find my customer.
• a working class woman will be seen in an office
• someone who puts God first would be found in a religious gathering.
• someone who’s watchful of her weight could be found at the gym.
• party-going can be found in a party.
• going out with kids means she can be found at a recreation center, mall, garden, park etc.
Where to find them online?
Just check any social media group in relation to those I mentioned above, you will find them there.
7. Go to where they hangout
How will you do this if you’re busy sewing everyday?
That’s why you really need to go out.
Someone else can do the sewing for you, but only you can do this one.
8. Wear what they want
Apart from making something and putting it on display, also make something nice for yourself.
Something that would make your potential customer stare at you and make her ask; “who’s your tailor?”
9. Make friends with them
Let me tell you one sales secret, “people hate to be sold.”
Don’t stop everybody on the road just to tell them you’re a tailor. Just like those people who sell herbal products usually do.
First get acquainted with your potential customers. Engage in conversation with them, and don’t let it be about you or what you do.
Don’t just let them know you’re up to something. Just flow with them.
That biography you created will also give you a sense of what your center of discussion should be.
And when you’re about to depart, do number 10 below.
10. Tell them what you do
And give them your card.
Don’t also forget to collect their contact.
It’s very important.
I know I haven’t said enough.
For instance, I forgot to include that you must have a nice packaging, that it’s one of those things that attract customers and make you standout.
Now you see there’s so much to be said, therefore I will love your contribution at the comment section below.