5 Tips for Making More Money and Bringing in New Business
“Everybody likes value or something free, whether they shop at Wal-Mart or Neiman Marcus. At our salon and academy, we add value to every customer experience, at every opportunity,” says Eric Fisher, owner of award-winning Eric Fisher Salons and Academy in Wichita, KS. In Eric’s book, Everything Matters, he advises that it’s usually the simple things that stand out the most and will have an enormous impact on your business.
There are different ways to add value to guest services that will make the salon experience pleasing and powerful. By doing this you not only ensure client retention, but clients become your best marketing tool—they share their experience with friends, family and co-workers. Value added services or client care practices are money makers in that they increase retention and bring in new business.
Money Makers that are Client Pleasers
1. Pay special attention to your best customers.
• Write down the names of your five favorite clients on the schedule each week.
• For each, list ways you can make his or her experience more pleasurable.
• Suggest add-on services that enhance an existing cut or color.
• Create ways they can style their hair differently.
2. Provide knowledge.
• Teach clients how to do their hair at home, making sure they’re comfortable using the tools and products you recommend adds value to their experience.
• Show them new ways to style their hair using a different styling product, which will increase your retail sales.
• Talk to clients about the educational classes you’ve attended and share your enthusiasm for new techniques or ways to approach hair care challenges.
• Teach clients how they can help in philanthropic efforts by participating in and promoting your salon’s outreach programs. Post your activities on social media to share how much you and your team value assisting those in need.
3. Always offer free bang trims and neck trims.
• Allow clients to come in anytime.
• Make sure all stylists remind clients of this value added service.
• This is a huge hit in salons, so track the number of clients who use this service to see how much of an impact it has on your client retention.
4. Use massage to relax and care for clients.
• During a consultation, rub and massage your clients’ shoulders for 45-90 seconds.
• For men, provide a hot towel facial experience during the appointment.
• When estheticians or nail technicians aren’t busy, have them visit the floor and provide hand massages.
• During shampooing, make scalp massage a ritual that clients enjoy and appreciate.
5. Make the little extras special and extraordinary.
• Offer exceptional beverages, instead of the expected coffee.
• Place beautiful, pleasing books and magazines in the waiting area, instead of the common grocery store newsstand variety.
• Play upbeat or relaxing music, depending on the culture and vibe of your salon, and develop ways to engage the senses with scent, taste and touch.
“There are so many ways to add value to your customer’s experience,” notes Eric. It’s helpful to come up with ideas and engage your staff in the process by having them list ways to add value and enhance client experience. Make this creative, brainstorming process part of your quarterly staff meetings. Have your team think what they would like to experience and then make it a part of your daily routine.
To learn all 30 points for a stylist to live by, Eric’s book Everything Matters is a must read. You’ll find tips on how to establish an award winning salon culture, how to give an amazing consultation and ways to communicate with clients that keep them loyal and increase sales. Everything Matters is available now in the BTC bookstore.
