Eric Leonardos, stylist and make-up artist at Planet Salon in Los Angeles, knows exactly the kind of career he wants to build. He’s driven, motivated to succeed and knows what the clients in his market want.

“People want it NOW in Los Angeles/Hollywood,” he says. “They have auditions, meetings, etc. And if a higher priority than getting their hair done presents itself, they will take advantage of it.”

But sometimes, getting your hair done trumps everything—especially if you’re about to go into an interview or audition.

“Maybe the audition is in two hours and they need hair and make-up immediately,” Leonardos says. “If I can’t respond quickly enough, they may move on to the next stylist.”

The Personal Touch

Planet Salon is a busy, well-established business with an efficient front desk and a concierge who comes around in the middle of appointments to pre-book from the chair with an iPad.

But Leonardos has learned many of his clients put a huge premium on being able to access him directly—whenever they want.

The salon uses a mobile app for booking, which allows Leonardos to book his clients anywhere, anytime.

“There’s a lot more access and organization to my clientele/book and I love that. But it does require me to communicate with guests when I’m not in the salon,” he says.

Leonardos recognizes that fast, easy accessibility is the way of the world and knows he needs to be savvy and adaptable. So adaptable, that he gives clients his personal cell number to book appointments and have direct communication with him.

“When you begin building your clientele, it’s very competitive,” he says. “My first couple of years, I spent 10 to 15 hours a week dedicated to building my clientele—networking, handing cards out, Facebook, Instagram, thank-you cards, etc.”

While devoting time to building his clientele, Leonardos discovered they liked talking to him directly. And he finds having that relationship helps him keep his books filled as well.

“I give my number to everyone who asks for it,” he says. “I’m willing to go that far to be successful. I’ll sacrifice a little of my own personal space to do that. I moved to LA to have a certain type of career and I’m willing to do what it takes to get that.”

So far, clients have been respectful of boundaries and Leonardos has not had anyone abuse the privilege.

“It gives us the opportunity to really guide and direct the client, but not have to interrupt service,” he says.

Managing Expectations

But for some clients, only Leonardos’ personal number will do. When he first started giving out his cell number, it was a little stressful.

“I found myself waking up in the morning to the phone or having it vibrate while I was with another guest and wondering if it was another client,” he says.

Now, he puts his phone in his locker in the breakroom if he’s with another guest so he doesn’t have the distraction.

“It’s rude and inappropriate to look at my phone if I’m with someone else,” he says. “It was too stressful to have it in my pocket—I always had a sense of urgency to respond.”

For clients who become a little too dependent on a quick response, Leonardos has created boundaries.

He has also learned the subtle nuances of his clients—like who wants a more personal touch.

“Men are very straight forward,” he says. “Women need a little more fluff and flare. I talk to them differently in text messages even, with emojis and smiley faces.”

As for scheduling conflicts, Leonardos says he hasn’t had any. “I’m not going to mis-schedule an appointment. I know my guests well and what they need based on previous appointments.”

Networking and Business Building

Ultimately, the feedback from clients has been far more positive than negative, which is why Leonardos continues to embrace using the booking app and giving out his number.

“I went to a networking happy hour one day where I was talking to a friend. We met someone who just moved to LA and was looking for a stylist. I booked her right then and there,” he says.

Leonardos finds it especially helpful with existing clients. Being able to book them when he runs into them at the gym or running errands is simple and easy for both parties.

And his current clients who have his cell phone number are quick to share his contact information with another person. The new client texts Leonardos and he books them.

“People want less paper,” he says. “They don’t want to fiddle through things or talk on the phone anymore. In 2015, this is what’s happening.”

The result of all this personalized attention? An increase in new clientele for Leonardos.

“I’m a numbers person—I like reports and proof. In my reviews the last six months, my new clients have definitely increased,” he says.

“The most important part of the client experience is the first impression,” he says. “So whatever the guest’s first contact with the salon its—website, phone call, Yelp, etc—it must be good.”

And if the guest’s first contact is with him, Leonardos can guarantee it will be great.