You Don't Own a Salon. You Own A Business.
In his latest blog, Leon Alexander Ph.D., challenges industry conventional thinking to help owners add more to their bottom lines.
Creating a Roadmap to Success
Driving retail sales in your salon comes down to the conversation you're having with the client while she's in your chair. Beauty Solutions' Wes Brown shows you how to create a roadmap for each client, improving the chances she'll buy the recommended products.
February 14, 2020
Wes Brown, vice president of marketing for Beauty Solutions, LLC.
3 min to read
A salon client has certain expectations about her beauty experience that not only include how she’ll look and feel when she leaves your salon, but also how her hair looks between appointments. How her hair looks at home depends on how she’s taking care of her hair, and in turn, much of that depends on what recommendations were made for her at the salon.
“If a hairdresser goes through an entire visit and doesn’t share insights and opinions about the condition of the client’s hair, and what they should do to make it better, or if a stylist neglects to show the client how to recreate her style at home, statistics show that many clients will perceive an attitude of indifference,” says Beauty Solutions’ Wes Brown. “If the hairdresser doesn’t care enough to go there, then why should the client be inclined to make a return visit?”
Of course, the opposite dynamic is true. If the hairdresser takes the time for a thoughtful and complete consultation and openly addresses the client’s perceptions about their hair, it opens up an entire “Roadmap to Success.”
For example, Brown encourages stylists to ask their clients, “What do you or don’t you like about your hair?”
As you’re anticipating the answer, “Pray for problems,” he says. “Because for every problem, there is a product solution. Make sure you take notes on your iPad or phone and save those notes to your client’s file. That becomes your roadmap.”
While a complaint of dull color requires one solution, an observation of dry hair requires a different one. A successful stylist will seek to solve all of their client’s problems.
For example, a successful stylist might say: “Yes, your hair is drier than I’d like to see, and it’s leading to some breakage. We can do a deep conditioning treatment today, and I’ll make a suggestion for a really awesome hydrating treatment that you can use at home a couple times a week. I think we’ll see an improvement by your next visit. How does that sound?”
Retailing, says Brown, is really about communication and understanding your client’s needs. “It takes on a critically important role in the client relationship,” he adds. “Never skip the consultation, and always recommend the right products when appropriate, and you’ll always meet or exceed your clients’ expectations.”
The idea of developing an overall game plan for your clients is a particular strong strategy in today’s retail environment. Your clients are expecting you to take a leadership role, but when you don’t plenty of other outlets that sell beauty products will. “California salons in general are taking a hit. We call it distraction, Amazon calls it growth,” Brown says.
Think of everywhere you can remind your clients you are a beauty product destination. For example, Brown recommends planting a reminder in your text confirmation. It could say, “We have you down for a highlight service on Thursday at 4:00, would you like us to reserve a hydrating or blonding shampoo for you?
Subscribe to Our Newsletter
More Salon Management
Are Your Stylists Doing Free Hair on Your Time? Introducing the 'Win-Win' Staff Services Playbook
In her latest blog, Amy Pal helps you develop your own clear guidelines around complimentary free employee services.
Caring for Your Caregivers at the Front Desk
From managing air traffic on busy days to handling frustrated guests' complaints, your front desk team often serves as the salon's emotional shock absorber. From a customer service lesson from the DMV to a list of strategies for caring for your front line, our experts offer ideas for alleviating stress, celebrating wins, and setting goals.
by Stacey Soble
What's Really Happening with Salon Retail and How to Reclaim Your Revenue
According to the KIM Report, top-line salon revenue appears steady or slightly up, but that growth is driven primarily by service price increases. Beneath the surface, retail performance and client visit frequency (appointment drift) are under real pressure. In his latest blog, Alain Audet offers strategies for keeping your salon's retail sales strong.
Trimming Your Tax Bill by Putting Family on the Payroll
Putting your family to work in the salon offers some real tax benefits, but you have you have to play by the rules of the tax code to claim them. Azarvand Tax Law's Leticia Skrabut, Esq., shows you how.
The Art of the WOW Experience
Discover how to create a true “WOW experience” for every client by first building a culture where your team feels engaged, empowered, and inspired. Drawing on Calvin Stovall’s Iconic Framework, this blog explores how salon, spa, and clinic leaders can strengthen culture, elevate customer experience, and build a business that stands out for the long term.
Sponsored by Phorest Salon Software
Why Wellness Belongs on Your Salon's Growth Plan
The wellness industry is growing fast, and salons and barbershops already are an important part of it. In her first blog, Tracy Rado shares where the wellness dollars are heading, and how salons can grow with this movement.
Why Your Revenue Looks Good But Your Business Feels Stressed and What to Do About It
While salon sales are increasing, owners often feel they're working harder for the same or less profit. Leverage Q2 data from The KIM Report, Alain Audet reveals some of the structural changes that are dampening your growth and why your region and your salon size matters.
Why Your Holiday Season is Won in September
Weaknesses in your business are amplified during the Holiday Season. Spark Pro Global's Lucy Randall shows you five things to do now to have the strongest holiday season yet.
Appearance Standards are the New Dress Code
In Kati Whitledge's latest blog, she shares how salons have moved away from dress codes and embraced appearance standards. But by removing strict dress codes, some businesses may have unintentionally lowered their appearance standards. Whitledge helps you explain to your team why an appearance standard is important and how to smoothly implement a new appearance policy.
Working Through the Gray Areas of the Small Business Health Care Tax Credit
The Small Business Health Care Tax Credit is a non-refundable tax credit for for-profit businesses that provides a financial incentive for eligible employers who offer health insurance coverage to their employees. Leticia Skrabut, Esq., walks you through how to claim that credit.
5 Things Every New Stylist Should Learn Early
Developing strong work habits early in one's career supports long-term success in the salon industry. Jesse Linares offers new stylists his top five tips.
The Four Numbers Every Salon Owner Should Know
Most salon owners have no idea what these numbers are. You can hit record sales and still have a profit problem. The difference comes down to four numbers almost nobody was taught to track.
Sponsored by Strata Salon Systems™
Your Salon Can't Survive Without You. That's the Problem.
A five-area audit every owner-dependent salon needs to run. You built something that looks successful. Now find out if it can survive without you.
Sponsored by Strata Salon Systems™
Waiting for the Right Time Is a Decision. Here's What It's Costing You.
Every month you put off fixing the problem, it gets bigger, more expensive, and harder to solve.
Sponsored by Strata Salon Systems™
A Partner in Business and in Life
At Janet St. Paul Studio for Hair and Beauty, Director of Operations Natasha McMillen helps bring her wife Janet St. Paul's vision to life, elevating every system from education to operations.
by Stacey Soble
Back to Business with the Pinstripe Trend
Expand your color service menu with the Pinstripe technique. Brooks and Brooks' Marlon Hawkins walks you through the technique.
by Stacey Soble