click image to zoomRowena Yeager, owner of Studio Wish in Twinsburg, Ohio. The way that people communicate with one another is rapidly changing in today’s world, and smart salon and spa owners are leveraging technology to help build relationships with clients and solidify loyalty. For example, 75 percent of this year’s SALON TODAY 200 honorees use Demandforce, an automated marketing solution that combines an award-winning communication module with online reputation and relationship tools. The program automatically syncs with most salon management software programs, making communication easy.
SALON TODAY recently interviewed longtime SALON TODAY 200 honoree Rowena Yeager, owner of Studio Wish Salon in Twinsburg, Ohio, about the challenges in today’s business environment and the solutions she’s discovered.
SALON TODAY: What are some of the biggest business challenges facing independent salon owners, like yourself?
Rowena Yeager: “Today’s consumers seem to be looking for a deal everywhere—they constantly talk about the best buys they find on Groupon or Restaurant.com. Today’s salon owners need to make sure their guests see, feel and experience a perceived value, which can make all the difference in the world. When they are happy with you, encourage them to shout it out to everyone they know. A wonderful quote to keep in mind when it comes to all specials and branding is ‘Under promise and over deliver.’ If you say you are doing the best haircut in town, there is never a wait or we always take walk-ins, can you deliver that each and every time? Instead you may want to say, ‘You will always see a warm and friendly smile and have comfortable place to escape your busy day—leave your stress behind.’ Make your promise something that is not a matter of opinion, but a fact that happens.”
SALON TODAY: Why do you think 75 percent of the SALON TODAY 200 owners, like yourself, use Demandforce?
Yeager: “There’s a huge realization that in business today you need to be connected to your clients in more ways than the initial phone call booking the appointment and their visit to your salon. You need to connect with them through email, text and social media. I believe the reason many of the SALON TODAY 200 salons are excelling in areas like client retention, customer service and marketing is because they do embrace technologies like Demandforce.”
SALON TODAY: How did you first learn about Demandforce?