Close
Management Practices

How to get more male clients

Stacey Soble | July 10, 2011 | 3:11 PM

 How to get more male clients
 It takes a different strategy to lure the lucrative and loyal male market into your salon.If you're already wooing men into your salon and spa, you're one step ahead of making Father's Day a success. If not, leverage the upcoming holiday to learn how to best attract men and keep them coming back. Dan Kliska, president of JOE Grooming, a leading manufacturer of professional men's grooming products, offers the following promotional tips to help attract men for Father's Day and beyond:

If you're already wooing men into your salon and spa, you're one step ahead of making Father's Day a success. If not, leverage the upcoming holiday to learn how to best attract men and keep them coming back. Dan Kliska, president of JOE Grooming, a leading manufacturer of professional men's grooming products, offers the following promotional tips to help attract men for Father's Day and beyond:


Tip 1: Involve Your Female Clients
When planning for Father’s Day, the bottom line is to always keep the man in mind. A great way to do this is to get women involved. “Father’s Day promotions should be focused on the woman,” says Kliska, “For example, you can offer interactive promotions in which you give each female client a gift certificate for ‘$10 Off Any Men’s Salon & Spa Services’ with any $50 or more spa or salon services she buys for herself.”  Promotions that provide incentives for your female clients can help increase your bottom line. 

Tip 2: Use Interactive Tools To Spread the Word
It is important to update your salon website to showcase and promote Father’s Day gift ideas. From here, you should email male dominated promotional specials with a direct link to your website.  Kliska notes how important it is to also think outside the box when promoting your services in larger local forums, “Creating cross-marketing programs with service oriented retailers that men frequent like health clubs, golf courses and men’s clothing stores which typically have high income members generally offer inexpensive advertising opportunities that can showcase your services geared towards male clientele.” 

Tip 3: Stick To The Basics
Let’s face it, most men are not going to request chocolate pedicures or fancy haircolor services, so consider which services will appeal to average guys. According to Kliska, “For men, it is best to focus on the known rather than the exotic. If a man doesn’t understand a treatment and its benefits then it is unlikely that he will value the services at the spa or salon and never return.” Treatments such as skincare treatments, shaving specials, highlights and men’s haircuts are a great introduction to your other services. “Think express services. Quicker is better, men aren’t used to taking time to pamper themselves,” Kliska says. 

Tip 4: Share Professional Pointers On Products 
Keep in mind that professional haircare product recommendations are helpful, yet first-time visitors may resist if you push too hard. Take the time to educate each client during your consultations on beneficial hair design and styling options. Share solutions to their specific haircare challenges. A great alternative to up-selling full size retail products is to hand out samples or sell travel size samples. “Make suggestions suited to him and keep it simple,” Kliska says. If they like your product the full size product will most likely be an easier sell the second time around. 

Tip 5: Follow Through
Once Father’s Day is over and you have succeeded at getting more men through your spa or salon door, now what? In order to keep your men coming back you need to make sure they are comfortable and educated on the salon or spa environment. According to Kliska, “Guide them to new services and products. Men are more responsive to advice presented in a straight forward, authoritative manner. They want a detailed plan from a confident professional.” It is important to gather personal data and keep in touch with your male clients. Sending out periodic email blasts that include bounce back specials and birthday gifts are a great way to gain loyal clients for years to come. 
 

Facebook Comments

More from Management Practices

Management Practices
Management Practices

The Experiential Power of Beauty

October 25, 2017

In an effort to continue attracting a young, fashion-forward shopper and drive overall store traffic, JCPenney reinvents its salon concept with The Salon by InStyle while also rolling out Sephora inside JCPenney. Natalie Lockhart, vice president of salon at JCPenney tells us how this strategy is working out.

How to Fire a Stylist, and Advice on How to Avoid It

August 24, 2017

At Serious Business in January, a panel of four owners of multiple salons spoke to the audience about the power of will and how it has affected their careers. As successful salon owners, Van Council, David Wagner, Debra Penzone and Eveline Charles employ hundreds of stylists and support staff. They have seen it all, and offered the audience valuable advice on hiring a staff that will build up your business’s culture.

Management Practices
Management Practices

Six Things You Need to Know About Salon Lighting

Michele Pelafas | August 16, 2017

When it comes to salon design, the appropriate lighting is one of the most critical design factors and it can impact how your clients feel about your services and your salon. With this helpful blog, Salon Designer Michele Pelafas offers six valuable pointers when it comes to selecting and positioning your lighting.

Load More