It’s a fundamental business problem. Everything seems to be focused on social media being the answer to all your customer problems, but the truth is that as powerful as social media can be for your salon business it takes time to grow an audience through Twitter, Facebook, Instagram etc.
What if you need clients right now . . today . . tomorrow or next week at the very latest!
Here to help, I thought I would bring together some of the best practical advice I have learned over the years!
A salon business can not survive long-term without loyal returning customers. If you are only seeing your clients once or twice and then never again, then you might need to take a long hard look at your service levels, basic skills or the atmosphere of your salon . . . could any of these be putting clients off returning to your salon?
Work with the clients you already have.
Get your staff to Communicate with your clients.
Train your staff to be able to transition their clients from one service to another. Look at where your clients are coming from, where they are spending their money, and how else you can transition them into departments that you want. Make sure they’re coming in frequently enough.
Find your niche
Find your niche, and stick to it. Being an expert on a couple of things rather doing a little bit of everything if defiantly the way forward.
Gain customer loyalty
It’s a lot harder to find new clients than it is to cross your client database into new services in your own salon. By introducing them slowly into new services. That way, we’re not constantly marketing to a new clientele that have never been to us before. We’ve already got their loyalty, so let’s work from that.
Time to get tech-savvy
What is important in bringing new business is keeping up with the digital age. For instance, website optimisation is greatly under-utilised by clinic owners in our industry. People will Google ‘facials’ in a particular location, but salons often don’t know what they need to do to bring themselves up in that search. We need to put people in touch with the right people to change that.
Credibility is key
Word-of-mouth to me has always been the most powerful way of getting new business in because it’s so credible. But it’s also up to suppliers to spread the word about their new offering, whether it’s a new product, or a new treatment, or a new service that they’re introducing that is available only in salons.
Top Tip - Create an offer
Create an offer, usually a discount of some sort or special package, for your existing clients to offer to a friend who is not already a customer of yours. Make sure that you have some method of identifying who the friend is and that they are not already an existing customer. Also make sure that you know and can track who the referrer is so that you can give them a special reward too. If they know they are going to get a little something out of it then you will be amazed how many referrals they will come up with.