Your services can appeal to different groups of people … it’s all in the presentation.
Vicky is a successful tanning business owner who loves to see her guests leave the salon with a smile! While she’s maintained a somewhat steady clientele for years, she wonders why some don’t come in as often as she’d like. Her service menu hasn’t changed and she’s used consistent marketing tactics, but has noticed a decline in the number of return and new guests each month.
Situations like Vicky’s pose the question, “What are you selling and why are you selling it?” It might sound silly, but the answers can shed light on ways to turn your business into the most highly visited salon in town.
The good old Merriam-Webster dictionary defines beauty as “the quality of being physically attractive or the qualities in a person or thing that give pleasures to the senses or the mind.” So, what does beauty mean to you? What does it mean to your guests?
To make sure you’re marketing to the right demographic, take a look at your town. Are you in a college area? The suburbs? A retirement community? It’s important to a) Provide services that these people want; and b) Showcase the benefits that are important to them.
For example, college students might want to tan, whiten their teeth and enjoy a body wrap to look flawless for an upcoming party. A busy mom wants to beautify, as well, but she may also be looking for some pain relief and relaxation – her time at your salon is an indulgence in self-care. Your services can appeal to different groups of people … it’s all in the presentation.
That being said, educating your staff and clientele is vital. Don’t think of your services and products as just “things that you sell;” think of them as tools for educating others on beauty and wellness. Even people on a budget want to pamper themselves with services that can help them look and feel their best.
Vicky wanted to be the go-to girl for all things beauty, and realized that she needed to obtain new clients and create a buzz with her regulars. So, she began to market a variety of benefits and utilize social media to share important health, wellness and beauty tips. As her business began to grow, she thought, “Why didn’t I think of myself as a resource sooner?”
She created service packages with fun names, gave a small discount for booking multiple services together, and made sure to offer pre- and post-service retail products.
In addition, Vicky created monthly retail promotions. Who doesn’t love a bit of retail therapy? Offer products that can be used during the services you offer, and also at home. Many successful salons also sell make-up, jewelry and other “impulse” items; just make sure the products make sense for your business.
She pursued non-traditional marketing strategies. If you find that people don’t respond to your current promotions, change them! Use your software reports to find out which guests haven’t tried all of your services and offer them discounts for trying them. Cross-selling is a great way to keep them coming back multiple times a week.
Lastly, she focused on nurturing guest relationships. This might mean spending extra time listening to them vent about a bad day, or telling them about your latest beauty product obsession. We’re in the relationship-building business, right?
Being a one-stop beauty shop doesn’t mean you offer every service on the market. It simply means that you and your business are a valuable resource. Your guests will appreciate your efforts when you make decisions with them in mind, and they will leave feeling warm and fuzzy after each visit!
