You’re 80% There: The Client List That Can Close the Gap

At the beginning of the season, you set a goal. Then the appointments, orders, follow-ups, and everyday work began. Now is the time to return to that original number and see where you stand.

Perhaps you’re 80% there. Perhaps you have a little more ground to cover. Either way, the remaining amount becomes easier to approach when you can connect it to specific appointments—and specific people.

Who hasn’t shopped yet? Who needed time to think? Who mentioned a friend? Who bought something she loves but still needs help finishing the outfit?

Your next opportunity may already be in your client list.

Start with the number

Before planning your outreach, calculate what you still need to reach your seasonal goal.

Seasonal Goal − Sales to Date = Remaining Revenue

Then translate that amount into a weekly appointment target:

Remaining Revenue ÷ Remaining Show Dates ÷ Average Appointment Value = Appointments Needed per Week

For example, using a seasonal goal of $30,000:

• Sales to date: $24,000
• Remaining revenue: $6,000
• Remaining days: 4
• Average appointment value: $1,500

$6,000 ÷ 4 ÷ $1,500 = 1 appointment per day

That’s four appointments over the next four days, assuming your average holds.

Use your actual appointment average so the calculation reflects your business. If the result is a fraction, round up when setting your target. This is a planning tool: individual purchases will vary, but you now have a concrete pace to work toward.

Instead of carrying “I still need $6,000” around in your head, you can ask, “Who could I invite to an appointment this week?”

Look for the unfinished conversations

Before contacting anyone, review your appointment notes, purchases, and previous messages. Look for opportunities that have a clear connection to a client’s life.

Clients you haven’t seen. Someone who shops regularly may simply have had a busy month. Check who usually books each season but hasn’t made it in yet.

Follow-ups. Revisit the client who wanted to check her calendar, think about a jacket, or bring in her own trousers before deciding on a top. Pick up where the conversation stopped.

Referrals. Look for clients who mentioned a sister, coworker, or friend who might enjoy shopping with you. Follow through on that opening with a personal invitation they can share.

Second appointments. A client who shopped early may now have a better sense of what she needs. Cooler weather, upcoming travel, and holiday plans can all create a reason to return.

Wardrobe gaps. Review what clients purchased and what would help them wear it. A beautiful skirt may still need a top. A new work outfit may need a layer. A travel wardrobe may be missing something for dinner.

Each of these gives your outreach a purpose beyond announcing that appointments are available.

Give each part of your client list a different approach

A client who shops every season has a different relationship with you than someone who has never purchased. Organizing your list helps you recognize that difference and make your message more relevant.

Use four simple groups:

A → Active: Clients who shop consistently and have an ongoing relationship with you.

B → Occasional: Clients who shop less frequently, perhaps for a particular event or need.

C → Dormant: Previous clients you haven’t heard from or seen in a while.

Prospects → Haven’t purchased: People who have expressed interest, been referred, or connected with you but haven’t made their first purchase.

These categories describe where the relationship stands today. Use them to decide how to begin the next conversation.

A → Active: Build on what you know

Your active clients give you the most context to work with. You know what they bought, what they reach for, and often what’s coming up on their calendars.

Review their recent purchases before reaching out. Identify a useful addition, a new way to wear something, or a need you discussed during the appointment.

“Hi Susan! Have you had a chance to wear the trousers we picked out? I have a sweater that would work beautifully with them, and I remembered you wanted another option for dinners out. Would you like to come try the combination?”

A second appointment should have its own purpose. Show the client why you thought of her and what you can help her accomplish.

B → Occasional: Find the timely reason

Occasional clients may think of you when they have somewhere special to go. Help them make that connection by asking about what’s ahead.

Start with something you know: a trip, an annual event, a work schedule, or the kind of clothing they’ve purchased before. If you don’t have a recent detail, ask a simple question rather than assuming what they need.

“Hi Karen! Are you traveling this fall? I remember we worked on a few pieces for your last trip, and I’d love to help if you have another one coming up. What’s on your calendar?”

Let the answer guide the invitation. A specific need makes it easier to pull relevant pieces and create an appointment that feels worth her time.

C → Dormant: Reopen the relationship

With dormant clients, begin by reconnecting. Avoid making them feel that they need to explain their absence or commit to an appointment immediately.

Acknowledge the time naturally, offer a thoughtful reason for reaching out, and leave room for their needs to have changed.

“Hi Linda! It’s been a while, and I wanted to see how you’re doing. A jacket in the collection reminded me of your style. Are you still drawn to tailored pieces, or have you been wearing something different lately?”

Her response may lead to a photo, a conversation, or an appointment. It may also tell you that her lifestyle or preferences have shifted. That information helps you serve her better whenever she’s ready to shop again.

Prospects → Haven’t purchased: Make the first step easy

A prospect may like what she’s seen and still be unsure how shopping with you works. Give her a clear, comfortable way to begin.

Explain what you can help with and ask one useful question. For referrals, have the existing client make an introduction or pass along your invitation.

“Hi Emily! You mentioned you were looking for a few pieces for work. I’d be happy to pull some options for you to try and show you how they could fit into your wardrobe. What do you find yourself needing most during the week?”

Keep the first conversation focused. Understanding one real need gives you somewhere to start and helps the prospect picture the value of an appointment.

Turn your list into this week’s actions

Once you’ve reviewed your clients, make a short working list. For each person, record:

• Why you’re reaching out
• What you’ll say or show her
• The next step you’re inviting
• When you’ll follow up

“Contact Mary” is easy to postpone. “Send Mary two options for the dinner she mentioned and offer an appointment” gives you a task you can complete.

Work toward your weekly appointment target, remembering that it will usually take more invitations than bookings. If you track your booking rate, use it to estimate how many conversations you need to begin.

Keep notes as people respond. Someone may be ready now, someone may prefer next week, and someone may have no current need. Respect those answers and use them to keep your outreach thoughtful.

Your seasonal goal belongs in your planning. Your client’s needs belong at the center of the conversation.

Bring the goal back to people

Return to your numbers each day of your show. Update your sales, recalculate what remains, and review the appointments already on your calendar. Then look at the names behind the next opportunities.

The client you haven’t seen. The outfit you haven’t finished. The referral you haven’t followed through on. The woman who asked you to check back later.

You have a reason to reach out to each of them. Start there.

The gap isn’t theoretical. It’s a list of conversations you haven’t had yet.