Good news! As you read this issue, we are on the tail end of the dreaded “JASON” season (July–November), and traffic in our salons is about to pick up again. I’ve found that it is usually February before things really kick back into gear. So, what can you do in the meantime to keep your business moving – even improving?
This time of year, the question I see most often asked on industry forums is, “How do I get new customers in my salon?” I think the question we should be asking instead, is, “How do I increase revenue in my salon?” We often forget that we have a customer base to market to already – and those people are your best customers! They’re the ones who are already giving you money. Here are a few ways to increase revenue and sales from your current customers:
1. Implement an email program.
We send a monthly (at most, twice monthly) email with specials and info about what’s going on in our stores. We also get our guests’ birth date when they sign up, and then email them a coupon for $10 off any service on their birthday. This keeps us connected to customers year-round and lets them know we care about them.
You can hire a professional to handle email for you, or you can maintain it yourself through great tools like Mailchimp.com.
2. Focus on their experience.
When your guest traffic is half of what you see in the spring, you can focus more time on each person and their individual experience. Train your team to spend time with each guest and ask the right questions: “How is tanning going for you?” “Are you pleased with your results?” and so on. Asking these questions will open the door to additional sales of products and services – upgrading UV tanners to sunless, selling a new lotion, a facial or leg-tanning product, etc.
When we focus on making sure each guest experience is the best it could be, we’ve added value to their experience, and added value to our business by creating a happier, more loyal customer.
3. Do a guest survey.
We do this once annually, and find out what our guests are thinking about the salon. I ask for their input on the equipment the products we carry, the staff, the hours we’re open – it’s always a great time for feedback, and a free way to find out how our patrons view us. Each year, it introduces new ideas for ways to drive our bottom line and customer satisfaction.
4. Market in waves.
This time of year, UV-tanning is a harder sale. Take this time to focus on other services on your menu. Teeth-whitening is great to market around the holidays. Gift packages for spa services are perfect Christmas gifts. Weight loss products get people ready for Thanksgiving (when none of us are losing weight!). Your business will naturally pull in traffic for UV-tanning in the spring, so it’s not necessary to focus a lot of energy on promoting it. Spend your marketing dollars and energy on driving traffic during the slower season to flatten out your year and keep revenue more consistent.
Use this “downtime” to focus on adding value to your existing customers and resting up for the spring – it’ll be hot and crazy again before you know it!
About the Author: Drew Spurgers is a marketer and entrepreneur with an education in marketing and nutrition. He spends most of his days running his creative agency, focused on helping small businesses succeed. Drew also owns a full-service salon and a new concept sunless-only spa in Central Arkansas. In his free time, Drew travels and cares for his rescue animals.
Callout: We often forget that we have a customer base to market to already – and those people are your best customers!
