Next week, we’ll have the full recap of Basecamp 2022 posted here in the Green Room, but we didn’t want to wait to post Deb’s slides and the SWOT Analysis template here. While today’s content is still fresh in your mind—or if you weren’t able to join this session—don’t wait to complete a strategic review of your business. That includes taking a 360-degree view of the Strengths, Weaknesses, Opportunities and Threats that are currently affecting your J.Hilburn business.
OUR COMPANY PURPOSE
We provide men an effortless, personalized experience for custom-made clothing, with a Stylist, which gives men confidence and makes them look and feel great.
OUR CORE VALUES
Trust
We will foster a trust-based culture, where team members feel safe and secure, and where they have clarity on vision and direction. Trust brings out the best in people and inspires creativity, innovation and meaningful work. As Stephen Covey wrote, “Trust is equal parts character and competence…You can look at any leadership failure, and it’s always a failure of one or the other.”
Excellence
We strive for greatness in everything we do as we differentiate, innovate and go above and beyond to execute every product, interaction and decision with excellence. This sometimes means getting gritty, speaking up and being a change agent. This also means that as we demand excellence, we hold ourselves accountable when we don’t always succeed, and we learn and improve at every turn.
Win-Win
We are committed to creatively crafting mutually beneficial relationships that result in a win for all stakeholders—Clients, Stylists, Employees and Vendors. Innovative thinking, resourcefulness and problem-solving will create the outcomes that result in success for everyone who contributes to our business.
Integrity
We will be honest and consistent in our actions, methods, expectations and outcomes. The true definition of integrity is adherence to moral and ethical principles. As leaders, we recognize the impact that we have on others. We are conscious of how our behavior and words impact those around us, both intentionally and unintentionally. Integrity requires humility, authenticity and self-awareness as we interact with others.
Communication
We are devoted to clear, transparent, thoughtful and reliable communication that is consistent and direct. We understand that communication should come in different forms depending on the audience, and that communication is always a two-way street, which involves the important art of listening. We should seek first to understand and always have positive intent.
Teamwork
We are a J.Hilburn family and we are in this together. We respect the contributions of others—no matter the title or role—and shoulder to shoulder we work to execute with excellence. Teamwork means we are “all in.” We are accountable to, and supportive of, each other in every task, from start to finish.
Responsibility
We have a responsibility to do the right thing in every aspect of our business. We’re committed to providing a quality, differentiated experience for our Clients, a thriving workplace for our Stylists and Employees, and a creative partnership with our Vendors. We are committed to environmental sustainability and we prioritize giving back to our communities.
Love Life
We are passionate about our work as well as our personal lives, and we foster continuous learning and self-improvement. We encourage an environment of fun, personal well-being and enjoying all aspects of living life to the fullest. Was Monet working or playing when he was painting the Water Lilies? He was doing what he loved…and so are we!
New Stylist Scripting for Booking New Client Appointments
Let’s start with some best practices. There are 5 elements to any successful appointment booking call or conversation:
Casual conversation based on your relationship to the prospect. Keep it brief (90 seconds to 3 minutes, depending on your connection to the person) and get to the reason for your call.
“I am a personal stylist with J.Hilburn, a custom menswear brand. I help busy {guys/men/professionals}, like yourself to save time and provide a concierge-level of service by coming to you. Are you familiar with us?”
“We are not your typical custom clothier. When you shop with me, I help you put looks together for special occasions to what you wear every day. We work together to personalize and style your clothes the way you want them to look. You don’t typically get this attention and service in a department store or online.”
“I’d love to show you what we have to offer. Do you have 30 minutes on {DATE} for me to come out and meet you? We can also meet virtually if you prefer.”
“{CLIENT NAME} I am so excited to meet you at {PLACE} on {DAY and TIME}. What is your preferred method of communication? I will send you my contact info, along with an email/text confirmation of our appointment. I will also send you a quick pre-appointment survey and a link to download our Virtual Measuring App for your phone. It’s so helpful if you can do this prior to meeting, as it will save us time when we meet and help me prepare for our appointment.”
Example Scripts for A, B, and C List Potential Clients
The following scripts are for New Stylists, with different versions for A, B, and C list contacts. If you haven’t made your Potential Client List using the ABC method yet, visit this page first, and then come back when you’ve made your list.
A List Potential Client Scripting
Opening | · Hi (NAME). I’m calling because I need your help. I’m launching my business as a personal stylist with a men’s luxury apparel line, J.Hilburn. · Hey (NAME), it’s Jane. It’s been a while since we talked. Your name came to mind the other day. I think you’d appreciate the service I have to offer. · Hi (NAME), this is Jane. How have you been? If I could get a couple of minutes of your time. I just started my J.Hilburn business and it’s a menswear clothing company. I thought of you immediately because (say why – pay him a compliment) |
Intro to J.Hilburn — The Overall Value Proposition | · I am a personal stylist with J.Hilburn, a custom menswear brand. I help busy {Guys/Male Professionals}, like yourself, save time and provide a concierge-level of service by coming to you. Are you familiar with us? · J.Hilburn is revolutionizing the way men shop by giving them the fit, personalization, quality and value they want in the convenience of your office, home or virtually. |
Your Role as a Personal Stylist – 2-3 Client Benefits (Refer to page 11 in the Fast Start Guide for the full list of Client Benefits) | · We are not your typical custom clothier. When you shop with me, I help you put looks together for special occasions to what you wear every day. We work together to personalize and style your clothes the way you want them to look. You don’t typically get this attention and service in a department store or online. · I save men time and money with it comes to buying clothes because I come to you and we’ve eliminated the retail mark-up by working directly with our suppliers. And really, every man deserves a personal stylist. · We offer great value at a great price! I think the key to our business is personalization, custom fit and me as your stylist. I will build a relationship with you so I can understand what you really want and need. I pick out clothes that fit really well with your lifestyle and body type. · I know that some people think that custom clothing is expensive but we are direct-to-consumer (no storefronts), so we pass those savings along to our clients. You are going to feel so good about yourself in our clothes and get lots of compliments. Once you are wearing well-fitting clothes, it changes everything. |
Close for The Appointment | · I’d love to show you what we have to offer. Do you have 30 minutes on {DATE} for me to come out and meet you or we can meet virtually? · I’d love for you to give it a try. I’m available (DATE) at (TIME), how does that work for you? · I’m growing my clientele and thought you may know 1-2 friends/colleagues that would like to try a custom suit or shirt. o (He may say he’s interested in helping you out and will buy something). Great, I’m free (DAY) at (TIME) or (DAY) at (TIME), what works best for you? o (He may say “I know a couple of guys that may be interested.”) – Great! How about I send you an email that you can send to them and cc me with an intro? I can also give them a call, if you wouldn’t mind sharing their # with me. |
Follow-up and Strengthen Your New Connection | · {CLIENT NAME} I am so excited to meet you at {PLACE} on {DAY AND TIME}. What is your preferred method of communication? I will send you my contact info, along with an email/text confirmation of our appointment. I will also send you a quick pre-appointment survey and a link to download our Virtual Measuring App on your smartphone. It’s so helpful if you can do this prior to meeting, as it will save us time when we meet and help me prepare for our appointment |
B List Potential Client Scripting
Opening | · Hi (NAME), my name is {STYLIST NAME}. You don’t know me but {REFERRAL} suggested I reach out to you because {HE/SHE} thought you would be interested in my services. |
Intro to J.Hilburn —The Overall Value Proposition | · I am a personal stylist with J.Hilburn, a custom menswear brand. I help busy {Guys/Male Professionals}, like yourself, save time and provide a concierge-level of service by coming to you. Are you familiar with us? · J.Hilburn is revolutionizing the way men shop by giving them the fit, personalization, quality and value they want in the convenience of your office, home or virtually. |
Your Role as a Personal Stylist – 2-3 Client Benefits (Refer to page 11 in the Fast Start Guide for the full list of Client Benefits) | · We are not your typical custom clothier. When you shop with me, I help you put looks together for special occasions to what you wear every day. We work together to personalize and style your clothes the way you want them to look. You don’t typically get this attention and service in a department store or online. · I save men time and money with it comes to buying clothes because I come to you and we’ve eliminated the retail mark-up by working directly with our suppliers. And really, every man deserves a personal stylist. · We offer great value at a great price! I think the key to our business is personalization, custom fit and me as your stylist. I will build a relationship with you so I can understand what you really want and need. I pick out clothes that fit really well with your lifestyle and body type. · I know that some people think that custom clothing is expensive but we are direct-to-consumer (no storefronts), so we pass those savings along to our clients. You are going to feel so good about yourself in our clothes and get lots of compliments. Once you are wearing well-fitting clothes, it changes everything. |
Close for The Appointment | · I’d love to show you what we have to offer. Do you have 30 minutes on {DATE} for me to come out and meet you or we can meet virtually? · I’d love for you to give it a try. I’m available (DATE) at (TIME), how does that work for you? · I’m growing my clientele and thought you may know 1-2 friends that would like to try a custom suit or shirt. o (He may say he’s interested in helping you out and will buy something). Great, I’m free (DAY) at (TIME) or (DAY) at (TIME), what works best for you? o (He may say “I know a couple of guys that may be interested.”) – Great! How about I send you an email that you can send to them and cc me with an intro? I can also give them a call, if you wouldn’t mind sharing their # with me. |
Follow-up and Strengthen Your New Connection | · {CLIENT NAME} I am so excited to meet you at {PLACE} on {DAY AND TIME}. What is your preferred method of communication? I will send you my contact info, along with an email/text confirmation of our appointment. I will also send you a quick pre-appointment survey and a link to download our Virtual Measuring App on your smartphone. It’s so helpful if you can do this prior to meeting, as it will save us time when we meet and help me prepare for our appointment |
C List Potential Client Scripting
Opening | · Hi (NAME), my name is {STYLIST NAME}. You don’t know me but {REFERRAL} suggested I reach out to you because {HE/SHE} thought you would be interested in my services. · Hello, excuse me, my name is {STYLIST NAME}. What is yours? I felt completed to introduce myself and ask where you purchased your {GARMENTS THE CLIENT IS WEARING}. I love the color, and you stand out, bravo. |
Intro to J.Hilburn — The Overall Value Proposition | · I ask because I am in the custom menswear business. I am a Stylist for the custom menswear brand J.Hilburn. Have you heard of us? We have been on the cutting edge of custom menswear since 2007, starting with shirts, and now we have a full line of menswear categories from underwear to formal tuxedos, and everything in between. · I am a personal stylist with J.Hilburn, a custom menswear brand. I help busy {guys/men/professionals} like yourself tosave time and provide a concierge-level of service by coming to you. Are you familiar with us? · J.Hilburn is revolutionizing the way men shop by giving them the fit, personalization, quality and value they want in the convenience of your office, home or virtually. |
Your Role as a Personal Stylist – 2-3 Client Benefits
(Refer to page 11 in the Fast Start Guide for the full list of Client Benefits) | · We are not your typical custom clothier. When you shop with me, I help you put looks together for special occasions to what you wear every day. We work together to personalize and style your clothes the way you want them to look. You don’t typically get this attention and service in a department store or online. · I save men time and money with it comes to buying clothes because I come to you and we’ve eliminated the retail mark-up by working directly with our suppliers. And really, every man deserves a personal stylist. · We offer great value at a great price! I think the key to our business is personalization, custom fit and me as your stylist. I will build a relationship with you so I can understand what you really want and need. I pick out clothes that fit really well with your lifestyle and body type. · I know that some people think that custom clothing is expensive but we are direct-to-consumer (no storefronts), so we pass those savings along to our clients. You are going to feel so good about yourself in our clothes and get lots of compliments. Once you are wearing well-fitting clothes, it changes everything. · My role as a J.Hilburn Stylist is to provide you an effortless, personalized experience in designing and creating custom made clothing, that will give you confidence and make you look and keep great everyday. · I have a handful of clients in {THE CITY YOU ARE IN}, but I also have digital tools that allow me to work with my Clients outside {THE CITY YOU ARE IN}. I love what I do because I add value to my Clients’ lives from the moment they wake up to when they go to sleep at night. I design and create the garments that are with my Clients through it all. Knowing that makes me happy. I also like that our high-quality garments and great price points are available only through Stylists like me, and that my expertise is entirely complimentary to my Clients. |
Close for The Appointment | · I’d love to show you what we have to offer. Do you have 30 minutes on {DATE} for me to come out and meet you? We can also meet virtually if you prefer. · I’d love for you to give us a try. I’m available (DATE) at (TIME), how does that work for you? · I’m growing my clientele and thought you may know 1-2 friends that would like to try a custom suit or shirt. o (He may say he’s interested in helping you out and will buy something). Great, I’m free (DAY) at (TIME) or (DAY) at (TIME). What works best for you? o (He may say “I know a couple of guys that may be interested.”) – Great! How about I send you an email that you can send to them and cc me with an intro? I can also give them a call, if you wouldn’t mind sharing their # with me. · You know what, {CLIENT NAME} you already have great style, but J.Hilburn garments are definitely worth looking at – our designs and fit technology are top-notch. I have a few open slots next {DAY AND TIME}. How would you like to book an in-person appointment, or we can meet on Zoom to look at some fabrics and add to your already stellar style? I already have an idea of colors and a few specific items that would look amazing on you. |
Follow-up and Strengthen Your New Connection | · {CLIENT NAME} I am so excited to meet you at {PLACE} on {DAY AND TIME}. What is your preferred method of communication? I will send you my contact info, along with an email/text confirmation of our appointment. I will also send you a quick pre-appointment survey and a link to download our Virtual Measurement app for your Phone. It’s so helpful if you can do this prior to meeting, as it will save us time when we meet and help me prepare for our appointment. · {CLIENT NAME} I am so excited to meet you at my Showroom {DAY AND TIME} let me add your contact information to my phone, and I will send you mine along with an email confirmation of our appointment. I will also send you a quick pre-appointment survey and a link to download our Virtual Measuring App on your smartphone. This will help me tailor my selections for you based upon your style preferences.. |
Feeling Nervous About Reaching Out?
Here’s what you can look forward to on the other side of pushing past the nerves and self-consciousness: Working with your Clients to make them look and feel their best just simply feels good. There is nothing better than delivering confidence to a Client, seeing the look on his face, and making him feel like he can take on the world. When this happens, a mutual feeling of trust earned and trust gained emerges. This is when you will see your Client relationships and your overall business take off.
Our Purpose Sums It Up Nicely
“We provide men an effortless, personalized experience for custom-made clothing, with a Stylist, which gives men confidence and makes them feel great.”
The first step in launching your J.Hilburn business successfully is creating your Potential Client List. Sure, getting off to a good start includes starting your training, learning how to measure and fit your Clients, getting familiar with the suite of technology tools and marketing your new business.
But the most important element of a successful J.Hilburn business is making appointments with Clients.
Trying to launch a successful J.Hilburn business without a Client list would be like starting to build a house without building materials. Without Clients you can’t conduct appointments, which is the only way to get comfortable and have fun with styling, and of course start earning income! So, focus on your sales outreaches to make appointments immediately.
The faster and bigger you grow your Client list, the faster you’ll also:
Good news: You already know a lot of great potential Clients for your J.Hilburn business—you simply may not realize it yet! Making a written Potential Client List, whether you do this on paper or in an Excel spreadsheet, is a best practice for all new Stylists. We also have a fillable/printable Potential Client List PDF template that you can download, fill out, and print—we recommend printing 5-10 copies of the template so you’ll have room for all your names.
Your first Clients will be on this list, and you will continue adding new names for outreach over time. As you gain experience, you will sell virtually to men who live in different states, so make sure you include contacts who don’t live near you in addition to those who do.
We suggest making a list with 3 columns, categorizing each potential Client based on how well you know each person. List every name you can think of, and don’t limit yourself to men! The women you know can put you in touch with the men in their lives, so include them in your columns as well.
Your A List – Reach out NOW
Your A List men are those you know and who know you on a first-name basis, regardless of whether or not they live in your city or on the other side of the country. If you called one of these men today and said, “Hi, John, it’s Diane,” he’d respond with something along the lines of, “Hi, Diane, it’s nice to hear from you.” That’s the level of personal familiarity and ease we’re talking about.
Your B List – Reach out NEXT
Your B List consists of men you know of, but who may not know you. You may be connected through mutual friends or colleagues, or perhaps their children attend the same school as yours but in different grades. B List connections may also be prominent members of your community who you recognize. A conversation with a man from your B List will require you to reference how you know of him.
For example:
Your C List – Reach out LATER
Your C List names are your “cold” contacts. They don’t know you and you don’t know them, and you don’t have a natural connection through another person or organization you can reference. Though you have no affiliation with them yet, you believe they would be wonderful customers for your J.Hilburn business. These are your cold leads, but they are worth pursuing as you get into the business more.
Who Do You Know and Where Do You Start to Build Your List?
It can be hard to remember everyone you’ve ever met! Here are a few suggestions to help you add more names to your initial list:
The acronym FRANK can also help jog your memory when creating your ABC List:
F = Friends
R = Relatives
A = Acquaintances (including friends of friends)
N = Neighbors
K = Kid/Kennel connections (parents, teachers, coaches, tutors, vet staff, groomers)
Start Making Your First Appointments with Your Inner Circle
Make your first 5 – 10 appointments with your “inner circle” contacts: men on your A List who you have the strongest relationships with, and who live close enough to you that it’s convenient to meet with them in person. Focus on local contacts for your first few appointments.
Then Expand Outward to Your Wider Network
Make your list as large as you can by thinking about all the people you know. The most successful Stylists acquire 50 – 100+ purchasing Clients in their first year in business (1-2 per week on average), so break this goal down to a monthly or weekly target for the number of new Clients you need to get there.
Be Consistent & Persistent
50 – 100 new Clients in your first year
=
5-10 new Clients per month, or 1-2 new Clients per week, on average