Six Sales Boosters for Sluggish Business
by Sarah Klatt
Hey, what’s going on? Cindy starts to hyperventilate if she’s one day late for her every-six-weeks touch-up but lately she’s been stretching appointments to seven and even eight weeks. And even though you’re sure she ran out, Rachel hasn’t been in to stock up on her favorite shampoo and conditioner. If business is slowing, better pick up the pace! Here are six solid ideas that will help you keep your salon business lively.
1. Spread the love
Many salon leaders think that traditional advertising is the best way to attract new clients. But the secret to new clients is actually sitting in your chair right now. That’s right, existing clients are the very best way to build your books. First of all, your clients love you, and if you simply let them know that you have some openings in your schedule and you’re trying to build your business, they will be more than happy to help. Secondly, you love your clients, so what would be better than to ask them to bring in people just like them? One important tip—be sure to reward your existing clients (with a free add-on or product) when a referral comes in. That’s the way you spread the gratitude…and the love!
2. Throw a Beauty Party
Don’t be afraid to think outside the box in order to spark new interest in your salon. One effective idea is to host an open house event in the salon—you can reach out to so many people at one time! Consider throwing a BYOB (bring-your-own-blow dryer) party. Invite each client to bring a guest and to come with the tools they use to style their hair at home. Serve refreshments and give each guest lessons on how to achieve a better blow dry or how to use that flat iron properly. And have your book handy—you’ll be making lots of appointments for the weeks ahead!
3. Rethink the Discounts
It’s tempting to discount services when business is slow, but think about it. What happens when you give a new client 50% off for example? For one thing, if your cuts are normally $60, you’ve lost $30 in revenue with no guarantee of retaining that new customer. Instead, create affordable incentives like free deep conditioning treatments for first-timers. On average, this service costs just $3 and can be done by an assistant. You’ve saved $27 and your client is still thrilled to receive something special!
4. Get a Handle on Retail
Many stylists struggle with the retail aspect of the job. If you feel that retailing is a chore, ask yourself this question—are you simply explaining why you’re using the products that you choose for each client? From shampoo to stylers, you’re the expert—you know what works and why. Don’t you think your client would be interested in the professional choices you’ve made for her hair? Consider it education, not selling, and from shampoo to finishing product, just give her a brief explanation. Then, when you remove the cape, walk her to the retail area, run through a quick review, pull each product off the shelf and your work is done! Remember, it’s your job to educate and your client’s job to choose. If you’re worried about their budget, don’t be! You don’t know how much money your clients have in the bank, so don’t spend it for them. Let them decide what they can and cannot afford!
5. Trading Up
If retail sales are still sluggish, try a Hair Product Swap. Invite your clients to bring in gently used hair products (either professional or drugstore items) and let them know that when they do, they will receive a 20% discount on any new product of their choice. This is a great way to introduce your clients to your brands of products and it will encourage them to commit to an entire regimen. Bring it up when they’re in your chair—and point out that this is a great way to try something new without making a huge dent in the wallet!
6. Minimize the Stretch with Prebooking
Prebooking is the best way to make sure that clients return on a regular cycle. The goal is to enroll the entire staff in asking each client to prebook their next two or three appointments. Offer incentives like a free shine or deep conditioning treatment when they do. Also, explain that your book is filling up so prebooking will insure that they get the time and day that’s most convenient, which is especially critical for holiday party prep! What’s more, point out, in a funny way, that stretching out appointments means lots of bad hair days: “After five weeks, your hair will start to deconstruct!” They’ll quickly see that you’re right and get into the habit of coming in for regular maintenance.
Now is the time for courage, and for trying out new ideas. After all, if you do exactly what the salon down the street is doing, how will you stand out? Dedicate your energy to new business-boosting approaches and when you do, you’ll invigorate yourself, the staff and your salon! For more great tips, BTC Bookstore loves: Waiting for the Busy Bus!
WHAT?!?! You're not a BTC member? Sign up now for FREE and start receiving your FREE tip of the day!
Subscribe to behindthechair.com "On Paper" Magazine--4 Issues Only $29.95!
