There is truth in the phrase “only the strong survive” … I feel as though this sentiment is perfect for what is currently going on in our country. Over the last couple months, I have spoken to many salon owners about how they are feeling, how they are handling the current situation and what they plan to do in the future. I can tell you from these conversations that almost all of these people fit into one of two groups:
1. “I can’t believe this is happening to us! What are we going to do – we might not survive this!”
2. “Lisa, here’s what I am doing to make it work during this time. What else have other salon owners found successful? “
Now, some have the attitude of “why me?” and others have the attitude of “TRY me!” and this is where the divide of salon owners occurs. If you value the business you have worked so hard for, sacrificed parts of your life for, that provides the main source of income for your family, shouldn’t you be willing to fight for it?
As a whole, our industry has gone though many hurdles over the years and we have always come out stronger on the other side. This time will be no different; but that being said, my advice is to be proactive rather than reactive.
Expand Your Offerings
You have to think beyond the beds. Do you sell self-tanner kits for home use? What about SPF products for outdoor and vacation use? Body lotions and body washes, etc.? Make sure that your guests can get anything they need for skin care at your salon. If you only offer tanning lotion, you are only going to sell tanning lotion. If you expand what you are selling, you can not only attract new clientele, but also provide products that your customers can use when they are not coming into your salon.
Get Social
Now more than ever, you need to have a social media presence. It has always been important, but now it’s crucial. If people are sitting home avoiding social contact, what do you think they are doing? Most likely, scrolling their favorite social media platforms! So, this is the perfect time to run contests, post customer spotlights, promote your various deals, etc. One thing I have seen salons do which I love, is sharing their positive reviews. Some people are afraid to return to normal life after businesses reopen, so I recommend encouraging customers who have had a good experience with your new operating protocols (social distancing, masks etc.) to give you a good review. If you can share positive tanner experiences, you are more likely to have your more cautious customers feel more at ease returning to your facility.
Use Your Network
Everyone – from your product distributor to lotion manufacturers, even fellow salon operators – wants you to succeed. So, if you have any ideas or you need ideas, reach out! We are all here to help and the more we work together, the better off we will be. Utilize your resources to get ideas on new procedures to implement, promos and sales that are working for other salons, ways to keep your staff motivated and so many more. Your distributors and lotion manufacturers talk to salon operators from all over the country daily, so who better to bounce ideas off than those who can tell you what is working for others?
We are all here, and we all want to help. If you don’t succeed, we don’t succeed. So now is the time to adapt, evolve and grow. And just like other setbacks we have endured, we will come out stronger because of it.
