WHAT DO YOU LOOK LIKE? In an industry where image is everything, how we look is just as important as how we perform and it's easy let things go a little, especially with a demanding schedule in and out of the salon.
It's important that, when it's quiet, we take a step back and look at the salon through the eyes of a client.
Go for a drive and keep an eye out for salons that look both good and bad then take a good hard look at yours.
Potential clients will take your exterior image as a reflection of your standard of work.
Is your salon looking dull, a bit tatty and old fashioned or bright, exciting and modern? WHAT ARE YOU SAYING? They say that those who shout the loudest usually get what they want and IT'S TRUE! Salon's are like the proverbial shrinking violet, in that most of them barely say a word.
What I say is this, "Blow your own trumpet coz sure as hell aint no one gonna blow it for ya!" (Well, that's not strictly true but I'll come to that in a minute).
When times are tough, most businesses cut back on marketing but this is wrong, VERY wrong.
When business is scarce, you want to make sure that YOU'RE the one people think of first and that means getting yourself heard.
But don't use the traditional methods (which don't work) of an advert in the local paper/magazine or leafleting the neighbourhood like a ticker-tape parade.
Now's the time to work smarter NOT harder.
Take part in a charity event (or put one on!), get yourself in the local (or even national) paper, and offer your services for free for the local school/college's next fashion show, play or whatever.
Start thinking about it, have a team brainstorm and you'll be amazed what you come up with.
It just takes a little imagination! WHAT ARE YOUR CLIENTS SAYING? If you say it about yourself, it's bragging.
If your client's say it, it's a referral.
Your clients are your best method of advertising and, if you give them cause to, they WILL blow your trumpet for you! Make sure every client has referral cards with them so that, when a friend comments on their hair, the first thing your client does is whip out a referral card, fill in the details and give it to their friend urging them to come to you! Even better, if the card has an offer that benefits both parties (free home hair care pack with every new colour client for example) you're client and their friend is much more likely to use it! WHAT ARE YOU DOING? During tough times like these, a lot of salons will sit back and hope for the best.
This is the business equivalent of sitting in a leaky boat and hoping that the tide will go out before you sink.
What we need to do is ensure that we give our clients a reason to come back every 6 weeks (or sooner!).
Create an Oasis for your clients where they can get away from all of the "doom & gloom" and completely forget about the hardships of everyday life.
This means following these simple rules: 1: WE DO NOT TALK ABOUT THE "CREDIT CRUNCH" OR ANYTHING NEGATIVE.
2: OUR CLIENTS ARE GREETED WITH A SINCERE SMILE AND WARM WELCOME.
3: OUR CLIENTS HAVE OUR RAPT ATTENTION.
4: WE SHOW GENUINE APPRECIATION FOR OUR CLIENTS CUSTOM.
5: WE GIVE THE BEST "CLIENT CARE" EXPERIENCE WE POSSIBLY CAN.
6: OUR CLIENTS REAPPOINT BECAUSE THEY "WANT TO" NOT BECAUSE THEY "HAVE TO".
7: OUR CLIENTS LEAVE LOOKING AND "FEELING" FANTASTIC! WHAT ARE OTHERS DOING? Remember, "Successful people are successful because they do what successful people do".
If you're REALLY not sure what you should be doing, copy the experts! Take a look at the busiest companies and it's easy to see why they're still busy.
Even during a "Credit crunch" Starbucks is busy because they merchandise their products so well that people WANT to sit, relax and have a coffee and a cake (and they're not exactly cheap!).
At the time of writing, Virgin airways has just launched a new ad campaign reminding people that, after 25 years, they're still gorgeous! With fewer people flying, most airlines have cut their marketing budget, but not Virgin.
Why? Because if less people are flying, Virgin need to ensure that THEY are the airline those still flying think of first and guess what? It works AND people are talking about the ad! WHAT CAN YOU DO FOR ME? Are there any local businesses that you could partner with to help each other's business? You receive their services at a discount and you return the favor to them.
Also, you recommend each others services to your respective clients.
Local caterers or cafes, florists, printers, art shops etc.
Local businesses LOVE other businesses that help THEIR business and the more you do it, the more businesses will WANT to help you.
It's a WIN - WIN situation and "networking" at its simplest.
WHAT'S NEW? Have you lost your PASSION for hair? Are you doing the same cuts and colours day after day? When did you last go on a course? Does hair give you thrills or simply pay the bills? Get your PASSION back and get back on track! Go on a course and learn something new or simply invest in Hairdressers Journal, Creative head or any of the hair industry magazines out there.
Not only are they inspirational to you and your clients but they're also full of great advice and ideas AND, here's the best bit, it's all straight from the professionals who KNOW what they're talking about!
It's important that, when it's quiet, we take a step back and look at the salon through the eyes of a client.
Go for a drive and keep an eye out for salons that look both good and bad then take a good hard look at yours.
Potential clients will take your exterior image as a reflection of your standard of work.
Is your salon looking dull, a bit tatty and old fashioned or bright, exciting and modern? WHAT ARE YOU SAYING? They say that those who shout the loudest usually get what they want and IT'S TRUE! Salon's are like the proverbial shrinking violet, in that most of them barely say a word.
What I say is this, "Blow your own trumpet coz sure as hell aint no one gonna blow it for ya!" (Well, that's not strictly true but I'll come to that in a minute).
When times are tough, most businesses cut back on marketing but this is wrong, VERY wrong.
When business is scarce, you want to make sure that YOU'RE the one people think of first and that means getting yourself heard.
But don't use the traditional methods (which don't work) of an advert in the local paper/magazine or leafleting the neighbourhood like a ticker-tape parade.
Now's the time to work smarter NOT harder.
Take part in a charity event (or put one on!), get yourself in the local (or even national) paper, and offer your services for free for the local school/college's next fashion show, play or whatever.
Start thinking about it, have a team brainstorm and you'll be amazed what you come up with.
It just takes a little imagination! WHAT ARE YOUR CLIENTS SAYING? If you say it about yourself, it's bragging.
If your client's say it, it's a referral.
Your clients are your best method of advertising and, if you give them cause to, they WILL blow your trumpet for you! Make sure every client has referral cards with them so that, when a friend comments on their hair, the first thing your client does is whip out a referral card, fill in the details and give it to their friend urging them to come to you! Even better, if the card has an offer that benefits both parties (free home hair care pack with every new colour client for example) you're client and their friend is much more likely to use it! WHAT ARE YOU DOING? During tough times like these, a lot of salons will sit back and hope for the best.
This is the business equivalent of sitting in a leaky boat and hoping that the tide will go out before you sink.
What we need to do is ensure that we give our clients a reason to come back every 6 weeks (or sooner!).
Create an Oasis for your clients where they can get away from all of the "doom & gloom" and completely forget about the hardships of everyday life.
This means following these simple rules: 1: WE DO NOT TALK ABOUT THE "CREDIT CRUNCH" OR ANYTHING NEGATIVE.
2: OUR CLIENTS ARE GREETED WITH A SINCERE SMILE AND WARM WELCOME.
3: OUR CLIENTS HAVE OUR RAPT ATTENTION.
4: WE SHOW GENUINE APPRECIATION FOR OUR CLIENTS CUSTOM.
5: WE GIVE THE BEST "CLIENT CARE" EXPERIENCE WE POSSIBLY CAN.
6: OUR CLIENTS REAPPOINT BECAUSE THEY "WANT TO" NOT BECAUSE THEY "HAVE TO".
7: OUR CLIENTS LEAVE LOOKING AND "FEELING" FANTASTIC! WHAT ARE OTHERS DOING? Remember, "Successful people are successful because they do what successful people do".
If you're REALLY not sure what you should be doing, copy the experts! Take a look at the busiest companies and it's easy to see why they're still busy.
Even during a "Credit crunch" Starbucks is busy because they merchandise their products so well that people WANT to sit, relax and have a coffee and a cake (and they're not exactly cheap!).
At the time of writing, Virgin airways has just launched a new ad campaign reminding people that, after 25 years, they're still gorgeous! With fewer people flying, most airlines have cut their marketing budget, but not Virgin.
Why? Because if less people are flying, Virgin need to ensure that THEY are the airline those still flying think of first and guess what? It works AND people are talking about the ad! WHAT CAN YOU DO FOR ME? Are there any local businesses that you could partner with to help each other's business? You receive their services at a discount and you return the favor to them.
Also, you recommend each others services to your respective clients.
Local caterers or cafes, florists, printers, art shops etc.
Local businesses LOVE other businesses that help THEIR business and the more you do it, the more businesses will WANT to help you.
It's a WIN - WIN situation and "networking" at its simplest.
WHAT'S NEW? Have you lost your PASSION for hair? Are you doing the same cuts and colours day after day? When did you last go on a course? Does hair give you thrills or simply pay the bills? Get your PASSION back and get back on track! Go on a course and learn something new or simply invest in Hairdressers Journal, Creative head or any of the hair industry magazines out there.
Not only are they inspirational to you and your clients but they're also full of great advice and ideas AND, here's the best bit, it's all straight from the professionals who KNOW what they're talking about!
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