Is it time to fire your loyal clients?

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Is it time to fire your loyal clients?

Business mentor Stevey Powell discusses whether loyalty is all it’s cracked up to be when it comes to your clientele

Loyalty – it’s a word that gets thrown around constantly in the beauty industry, often treated like the holy grail of success. But the truth is, not all loyalty is good for business.

A loyal client should be more than just someone who visits every month or has been in your chair for years.

True loyalty comes from mutual respect and support. It’s the clients who value your expertise, honour your boundaries and match your energy. They’re the ones who light you up, celebrate your growth and tell their friends about you without even being asked to. These are the relationships that make your business feel purposeful, fulfilling and sustainable.

But there’s another side to loyalty that isn’t often spoken about. Some clients stay for years, not out of respect or alignment, but out of habit. They may ignore your policies, drain your energy or make you feel undervalued. Their longevity doesn’t automatically make them loyal – it makes them familiar. And when we confuse familiarity with loyalty, that’s when guilt creeps in.

Time for change?

As beauty professionals, many of us have felt that pang of guilt when questioning whether it’s time to let go of a long-standing client. But here’s the truth: staying in relationships rooted in obligation or fear is a fast track to burnout.

Our businesses evolve, and so do we. If a client doesn’t evolve with you, it’s OK to release them. Doing so doesn’t make you disloyal – it makes you a leader who’s protecting your energy and the future of your business.

When you focus on cultivating genuine loyalty, the benefits are undeniable. Loyal, aligned clients provide financial consistency, fuel word-of-mouth referrals and create a foundation of trust. They give you the confidence to grow and the freedom to innovate. But if your business becomes stuck in trying to please only your long-term regulars, you risk stagnation. Clients’ needs change, trends shift and your business deserves to keep evolving with fresh energy.

That’s why attracting new, aligned clients is just as important as nurturing the ones who already love you. New clients bring fresh perspectives, excitement and opportunities for growth. They often arrive with high expectations, which challenges you to continue raising your standards and innovating. It’s not about endlessly chasing “more”, it’s about intentionally bringing in the right kind of people who share your values, respect your boundaries and energise your business.

Achieving balance

Finding the balance between nurturing loyal clients and attracting new ones is an art. Lean too far into only serving your current base, and you may find yourself drained or stuck in old patterns. Focus solely on acquiring new clients, and you risk neglecting the relationships that form the heart of your business. The sweet spot lies in consciously cultivating both, always anchored in respect, alignment, and mutual appreciation.

So, the next time you feel that familiar knot in your stomach when a certain client’s name appears on your booking system, pause and reflect. Ask yourself: is this relationship energising me, or draining me? Because real loyalty, the kind that makes your business thrive, isn’t something you should beg for or cling to, it’s something that flows naturally when both sides are invested.

The biggest shift you can make in your business to show up exactly as you are, your true self. That way, you’ll draw in the clients who truly belong with you.