[gap height=”15″]Summertime is just about here and when the weather warms up, many of us – your salon guests, included – are focused on health, wellness and fitness. It’s time to romp around in the sunshine! But, while your customers are busy having fun in the sun, YOU might be searching for ways to keep your session counts and revenues up.
[gap height=”15″]Historically, how does the summer go for your business? If you’re unsure, pull some numbers and have a look. Then, make two lists. The first will consist of areas in which your business is excelling. The second list will be the areas that aren’t looking so hot; they are in need of improvement. This month is your opportunity to help your guests get bikini ready and ensure that your business, itself, is ready for swimsuit season! [gap height=”15″]
[gap height=”15″]Make Marketing Count
[gap height=”15″]I can’t stress enough the importance of advertising your wellness offerings. Customers going on vacations and missing their regularly scheduled tanning sessions? No problem. You can still generate revenue from spa services. For instance, if your regular customer tells you all about her upcoming two-week cruise to Hawaii, suggest she starts body-wrapping, whitening her teeth or purchasing some airbrush tans before she departs.
[gap height=”15″]Target a new demographic this summer. For example, senior citizens are interested in health and wellness as are men, military personnel, and other diverse groups; but, you may not be reaching any of these lucrative markets right now. Find out what they are looking for and provide it – then advertise directly to them.[gap height=”15″]
[gap height=”15″]Keep Up with Customer Service
[gap height=”15″]With team members taking summer vacations, you may need to hire additional staff to keep business sizzling. Though it may seem like a great idea to hire the first applicant you meet (because you needed a new-hire, like, yesterday), please: take your time. Some applicants may only be looking for a seasonal position, which is okay; but your business has a reputation to uphold. When interviewing, look for candidates who could potentially stay longer, as you know that training takes time and a great front desk associate isn’t always easy to find.
[gap height=”15″]It’s true – a smaller staff means less labor expense. However, if you’re so short-staffed that a customer must call five times to make an appointment or wait too long for their room to be
ready, you may lose some business. [gap height=”15″]
[gap height=”15″]Provide Summer Wellness Options
[gap height=”15″]Some services are more seasonal than others, so make sure your menu has variety. For instance, infrared body wraps, red-light facials and teeth-whitening are popular year-round. When you offer your guests a little something for each season, you create the opportunity for high revenues all year.
[gap height=”15″]Get creative with small details! Is it super-hot outside? Offer fresh fruit-infused water or chilled towels. Little summer touches can make your salon the oasis your guests will head to each week.
[gap height=”15″]As we’ve covered, if a slow-down in the salon begins this time of year, it may be tempting to cut marketing and staff hours. Don’t let these areas fall short. Why? Without continuous marketing, you will not be attracting new business and without customer service, you won’t be able to keep the ones you already have! Instead, make an effort to wow your guests and ensure that your business is in good shape this month, and for the rest of the year.
[gap height=”15″]Make an effort to wow your guests and ensure that your business is in good shape this month, and for the rest of the year.
