Now, as we slowly emerge from endless lockdowns and restrictions, salons across the country will be looking at ways to bounce back better than ever.
Whether you’re a start up salon or have been in the business for over 25 years, there’s always room for growth and improvement, and you’ll find just the tips you need below to take your salon business to the next level in order to survive 2022.
Plan And Set Clear Priorities
‘If you fail to prepare, then prepare to fail’
There is no such thing as ‘winging it’ when you’ve just survived two unprecedented years that have caused devastation throughout the hair and beauty industry.
So as life slowly returns back to normal, now is the time to bring back clear structure and forward planning to your business strategy.
- Set aside time to revisit original plans that were in place before Covid hit and see if they can be implemented into today’s market.
- Reflect on your goals and visions for your salon by splitting them into two categories: short and long term.
By doing this, it will help you map out a clear path of what you should prioritise which will help bring you closer to actioning your goals.
Get Existing Clients to Visit Your Salon More Frequently
Increasing your client visiting frequency is a good way of increasing profit and enhancing your relationships with them.
However, how do you get a client who only gets a haircut every six months to change their consumer behaviour?
Always re-book clients for the next visit: This is something you can easily train your staff on so that it becomes a habit. Always ask at the end of every appointment, no matter what the service, “When is a good time for you to visit again? I have an opening XX.” With a simple nudge, clients are more likely to commit to another appointment if you make the first move and give them a definite date and time.
Expand your salon software: It’s vital that any functioning salon today has the modern salon software to help ease functionality and communication between business to consumer. Optimum technology and getting information fast are very important to customers nowadays so ensuring you have a software that allows you to send emails, SMS, and other communication to your salon clients directly will help get them back in the salon chair sooner.
Start an email newsletter: Email marketing is an efficient way to keep in touch with your clients in between their visits. To help build up your mailing list, include an opt-in function during the booking process where customers can register their email addresses. These mailshots don’t need to be completely “salesy”, instead they can contain links to your latest blog posts, seasonal promotions, information about loyalty schemes, or your latest successful hair stories.
Nurture Your Current Clients By Offering Add On Services
You may have spent many months establishing your clientele but it’s important to remember that you must continue to earn their trust.
Making a big deal out of your current client base is important as they have the potential to spend a lot of money in your salon and should be treated with great care and respect.
A good way of doing this is offering extra special add ons to the basic services the client is already booked in for.
Consider offering a deep care treatment to your client who has regular bleaching sessions or a colour glossing service to someone who has come in for a trim.
Sell Professional Products To Your Clients
As a salon owner you know what products work best for your clients so why don’t you sell it to them as an additional service?
Selling products exclusive to salons is not only an amazing opportunity to retain customers and increase your revenue but it might just be what you need to grow your business in 2022.
From eco friendly brand Eva Professional to cruelty free and certified vegan Evo Haircare products, with Savvy and Shine you will be able to recommend the best professional products on the market to your clientele.
Find out about our wide range of different brands and products in our arsenal here.
Get Client Feedback And Act Upon It
One of the best ways to improve your salon business is to make sure your current customer base is happy and if they’re not, discover ways of taking onboard their feedback.
Honouring your client feedback whether positive or negative is important to salon growth, customer retention and survival as it’s easier and a whole lot cheaper to keep a current salon customer than to get a new one.
Reach out to your client base via social media or mailshot and attach a quick survey which allows them to rank individual aspects of your salon from customer service to cleanliness. It would also be useful for you to put a ‘suggestions’ section at the end of the survey as it may spark an idea that you might not have considered.
It pays to remember that you aren’t just selling services, you’re selling the whole salon.
Invest in Your Staff
It is a common belief that a woman’s hairdresser is as good, or if not better, than a therapist.
So, who you choose to employ in your salon will be one of the determining factors for your salon survival as many customers pick their salons based on the individuals who are located there and if a customer likes a particular hairdresser, they’ll likely follow this person anywhere.
Everyone from senior stylists to salon managers all make up the face of your salon business and it can be demanding on staff who have to juggle executing technical skills whilst keeping up conversation or dealing with an unhappy customer.
- It pays to ensure their happiness so make sure to reward your staff and invest in their ongoing learning and development.
- If you can, offer competitive pay and benefits and be responsive to their needs.
- Consider monthly or quarterly 1:1’s to discuss any professional or personal issues.
- Organise regular get-togethers so you can socialise and to promote teamwork.