In designing a client recruitment campaign, Cyndi DeSoto, owner of Caruh Salon Spa in Seattle, Washington, started paying attention to the people with whom her team associated.
“In building a relationship business, I wanted our new guests to be people my team would enjoy spending time with,” DeSoto says. “Who are their friends? Where do they spend their time? Where are they most comfortable? It became clear their circle of influence included people in hospitality, teachers, emerging artists and other caregivers.”