With today's economic challenges everyone is pinching pennies and cutting back. The first to get cut from the spending budget are nail technicians, cosmetologist, personal trainers, massage therapists and hair stylists to name a few. Often when these services are cut it's due to people not seeing the value in maintaining these services when money get's a little thin.
Now, more than ever, is the time to spruce up your marketing! Just because it's a recession does not mean your services are not needed! Folks are looking for ways to feel good, cheer up, and escape from the headaches that a recession can bring. Also, people are looking for jobs and want to look good when they go in for an interview! Help your business survive by maintaining a high level of quality service that has value and worth every penny of your clients hard earned money!
Create value by being Different, creating Ambiance, and giving your client an Experience when they come in to see you. Make your salon a place to get away from it all, get pampered, relax and unwind, for example. Serve them a beverage and/or some fruit. Give a spa-like hand treatment with a hot-towel wrap, give a spa foot massage, or give a 5 minute shoulder/neck message with their regular service. Over delivering on your services and giving customers more than what they expected is a great way to create value and worth.
To keep current clients coming back, have customer loyalty programs in place (see customer loyalty program post). Reward continued service with freebies and discounts. Customer loyalty programs such as punch cards that give the 10th visit free or at a deep discount is a great way to tell a client "Thank you" for their business. The idea is to make it easy for them to keep seeing you and being able to "afford" the services they like. Always ask for referrals, your clients are your best form of advertising and source of new business. So always ask for referrals(see referral programs post)!
Getting Clients In to See You
When you are not busy, instead of reading a magazine, use your downtime to call on past clients you have not seen in a while. Invite them back for their favorite service at a discount. Email your client list with your "weekly specials" announcement to entice them to come in. Soon you'll see your efforts payoff when folks start coming in from your phone calls and emails. Just this little bit of effort is all it takes to get people in to see you!
When you are out, talk to people about your salon and offer a free mini service or discount (for example) to everyone you talk to. Try to get as many folks through the door as you can. Once their in, don't forget to add them to your customer database, book the next appointment and turn them into paying customers.
Whether you work in a beauty salon, nail salon, or spa use these tips to stay focused and motivated. Just being a little proactive will help you and your business get through these rough economic times!