As you read this, we’re nearly halfway through JASON! (July-November). While for some salon operators this time is financially painful, it can be a great time for you to invest in your salon in ways that you can’t do during high season. The months when customer traffic is slower are the times to build programs and set the foundation for what will make your next season successful. Here are some tips for making the most of your slower season:
1. Referral Programs
A great referral program can revolutionize your business! Find a low-cost currency for you that is a high benefit to your customers. This can be offering a free spray-tan to those who refer new members. The tan may cost you $35, but the value of the referred membership will be hundreds. Establish this program and try it out in the slow season so it’s perfected before busy time comes.
2. Business Print Products
These pieces include referral cards, price lists, service menus, spray-tan maintenance cards, etc. Now is the time to develop them. Tip: print a short-run first, use them and see what they’re lacking or how you want to make them better. Make those changes, and then print the lot.
3. Deep Cleaning
This one is well known, but there is no better time to disassemble those beds that are in constant service through high season! Grab the shop vac, get behind them, get underneath them and get rid of all the dust and gunk to keep your tanning units healthy and happy.
4. Text Programs
If you’re not yet using text marketing, you’re missing out! Fill those free spray-tan appointments last-minute with text marketing. While it will take more time to build with lower tanner counts, now’s the time to find out what service you want to use and what offers work for your guests. Then, you’ll be able to reach out to them at a moment’s notice when busy season hits!
5. Employee Training
Use this time to focus on developing your policies and procedures. What makes a winning employee? How do you replicate that? Define the answers to these questions and apply them to training new team members.
6. Evaluate New Revenue Streams
Have you been considering bringing in a skincare line? MyLipo? Additional services? Now is the time to really research these. Go try these products and services at places that offer them. Ask your customers if they would appreciate them. If finances allow, bring it in NOW and get it going before season hits, so you’re not figuring out new services during busy times.
7. Finally, Remodel
Don’t stretch the bank account or empty your pockets; but November-December is the time to break down walls, re-finish the floors … set the stage for the next season by making your salon environment welcoming and inviting.
Bottom line: use this time to plan. Step out of your salon and look at it from an outsider’s perspective. Make the changes and improvements you can, and then get ready! Here’s to making it a great season!
Now is the time to build programs and set the foundation for what will make your next season successful.
