How to make a good salon business better (fast)
Do you ever lie awake at night worrying about the local competition?
Fretting about how to add some oomph to your salon business?
Well here’s a thought. If you want to make your hair or beauty salon business better, try turning conventional marketing wisdom on its head for once.
A novel approach to becoming a better salon business
Hair and beauty salon owners are repeatedly advised to make their client experience the very best they can. Exceed expectations. Wow your client. Grow your salon.
But if you already run a great hair or beauty business trying to think of novel ways to up your game and wow the client starts to become distinctly challenging.
Instead try this ingenious approach…
Focus your energies on improving the least good customer experiences, rather than on making the best experiences even better.
Improve your salon business the quick way
Think about it. It’s an intriguing concept.
Typically we concentrate our business efforts on creating brilliant customer experiences. We want our clients to be blown away from start to finish, and love our amazing salon experience.
But what happens when instead of looking to improve what is already fantastic, you aim to find, and improve, the ‘not so wonderful’ salon experiences. It’s a fruitful and straightforward business exercise, with a potentially big payback.
Here are four ideas to get you started on this ‘upside down’ salon business approach…
1. Painless ways to up your salon game
Start by some simple in-salon research to discover which damaging client’ niggles you can easily and inexpensively iron out. You’ll find my free ready-to-use hair and beauty client questionnaire to download here.
Now eliminate the niggles. It could be as simple as:
- Upping your order of monthly magazines
- Putting some zing into your drinks’ menu
- or just persuading your receptionist to smile.
Like I said, it’s not rocket science. But it works. Try it today, and watch the grumbles start to melt away.
2. Good business practice makes it easy for clients
Clients want a trouble-free experience. A visit to your salon or spa is meant to be a pampering, relaxing treat – not a chore. Clients don’t want to be made to jump through hoops.
So check your salon marketing and business systems carefully. Then make it effortless, simple and easy peasy for your clients.
Take salon booking for example:
- Offer online booking facilities by all means, but make it effortless to use, otherwise clients will abandon it half way through.
- Is your phone number are highly visible on your salon website and social media?
- Is your website mobile friendly so potential new clients can read it on their smartphones?
- Do a mystery shop on your reception team. Room for small improvements?
All small, simple wins that eliminate salon gripes and niggles.
3. Deliver on your salon’s promises
Always, always, “Do what you say you’re going to do.”
Simple enough you’d think, but often surprisingly tricky in a busy spa or salon.
Remember we’re focusing on improving the less-than-wonderful client experiences, so a couple of small tweaks here will make a real difference.
Let’s look at a common source of client irritation – being kept waiting. I think we all agree that a salon visit which starts and finishes promptly is a fair customer expectation. When I visit salons incognito being kept waiting in reception, without an explanation, happens rather more than you’d think. Even in the most top-notch salons.
We’re all human and it will inevitably happen from time to time. However, improve the worst offenders’ poor time management most of the time and you’ll immediately reduce a disproportionate chunk of client irritation.
And if a client has to be kept waiting ensure your receptionist lets them know immediately to reassure them that they are important. Don’t let creating an amazing customer experience for one client mean another client is left forlorn and forgotten in reception.
4. It makes good salon business sense
Stop trying to please everyone all of the time. This may sound radical. However, it makes good salon business sense.
Some clients are never going to be satisfied and indeed, are not right for your salon. And your salon may not be right for them. If you’re a top-end luxury spa or salon with prices and service to match then whatever you do you’ll never please the budget-conscious customer. So don’t try.
Remember we’re focusing on improving the less-than-wonderful client experiences, not on trying to keep every client ecstatically happy all of the time. That’s impossible if you want to remain a profitable hair or beauty business.