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.
Strategies for Ensuring Long-Term Success and Profitability
Coach Karen Hardee offers strategies for keeping your chairs full and creating the experiences that have clients coming back for more.
by Karen Hardee, Salon Success Revolution
November 16, 2023
3 min to read
The following is an except from SALON TODAY's Coaches, Consultants and Business Resources Directory. Visit it for more helpful business guidance and to learn more about Karen Hardee and the other beauty business experts.
In my years of experience as a salon business coach, salon owner, and hairdresser, the #1 struggle most salon and suite owners, as well as beauty professionals, face is seeing their chairs empty more often than they'd like. Their revenue often doesn't reflect their talent and hard work.
Ever felt stuck? Like you've tried everything, but you're still not advancing? Trust me, I've been there; my passion is to help you get success faster.
Step One:You need a full-throttle marketing plan to target your dream clientele.
You must become the face people recognize and the name they recall when they want to look their best. Know your ideal clients as well as you know your BFF. What are they scrolling through on Instagram? What problems are they facing? Whether they're searching for a stylist for their curly hair or they want eco-friendly products, they deliver exactly that.
But wait, marketing isn't just about them; it's about you too! If your ideal client seeks luxury, you'd better look and act the part. Invest in killer outfits or take a course on customer service etiquette. Remember, 'like attracts like.'
Excellence in your craft is important, but running a successful business is another ball game. Even if you're the best stylist, nail tech, or esthetician, without a solid business strategy, you're on a challenging path.
Step Two:Focus on the Experience, Not Just the Serviceg
You may think your talent should be enough, but it will only take you so far. Unless you roll out the red carpet for your clients at every stage, you leave money and loyalty on the table. And in today's world, loyalty is golden.
Don't just chase new clients; focus on retaining the ones you have. Make them feel like VIPs. Their repeated patronage says, 'This is why I come here.'
So, why is treating your clients like VIPs the secret sauce? Let me paint you a picture. Imagine two salons: Salon A is always hustling for new clients, offering discounts and promotions left and right, a revolving door with no lasting relationships. Salon B, on the other hand, makes each client feel like a VIP, rolls out the red carpet, and offers a seamless experience from booking to goodbye. Which one do you think will still be standing strong a year from now? That's right, Salon B. Loyalty is the currency in this industry, and you need to earn it!
Beyond that, follow up with personalized messages or even a surprise discount on their birthday. These small gestures significantly boost your client's lifetime value and, consequently, your profits.
What about your team? They are your frontline brand ambassadors. Invest in customer service training. Make sure they share your vision for an extraordinary client journey. Trust me, this alignment will not only make your clients feel it but also reflect positively on your bottom line.
So, my friend, if you feel like you're spinning your wheels, take a step back, know who you are attracting, create your customer journey, and focus on that. And don't just make it a priority—make it your culture. You'll see a transformation that goes beyond your wildest dreams.
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