Nearly every business experiences lulls; all salon and spa owners know that slower times mean lower sales, staff turnover and sometimes, a sense of dread … “JASON” has arrived!
These dreaded months have arrived, and even if your business typically declines during these months, it doesn’t mean you can’t continue to grow and thrive in preparation for busier times ahead. It’s up to you and your team to lay the groundwork (while you still have some time) and make subtle changes that can carry you through to the New Year!
The goal is to get your clientele into the mind-set that beauty and wellness services should be year-round priorities. This month, I offer suggestions for ensuring year-long success with all the services on your menu.[gap height=”20″]
Don’t Stop Marketing!
You may feel it’s unnecessary to run new marketing campaigns when business is quiet – don’t fall into this trap! Saving your marketing dollar for say, January, can end up hurting your sales in the long run. If your promotions and email blasts come to a stop, your business will no longer be top-of-mind for your clientele. It should be “business as usual” – if you offer a raffle each month, keep it up. Your brand is your brand, no matter which month it is.
This is also the time to ramp up marketing of spa services such as body wraps, airbrush or spray-tans, and teeth-whitening. These services should be in high demand – people have plenty of summer events to prepare for. It can be a good time to revamp your menu; how about offering a “Beach Babe” package that includes a body wrap, teeth-whitening, and an airbrush tan? (I’d buy it!)[gap height=”20″]
Be Aggressive …
… in the most polite way, of course. Create promotions that you wouldn’t dream of offering when every room is full and you’ve got a waiting list for your most popular services. A successful salon manager recently shared that she designated one of her slower days each week as “Bring a Buddy Day,” when members can bring a friend or family member to try one discounted service. This creates an opportunity for you to obtain their data (so you can market to them later) sell them retail, a package or even a membership. It also brings up your revenue and client counts for the week.
To make aggressive promotions work, you need a goal and a plan. For instance, on Bring a Buddy Day, make sure to have strategic conversations with new customers to ensure they will become loyal clients. This is how you make up the service revenue (and some more) that you initially discounted to get them in the door.[gap height=”20″]
Party for No Good Reason
It’s a fact: people love to socialize! So why not make your business the place to be? Monthly client appreciation events can generate crazy sales! “Ladies’ Night Out,” “Couples’ Retreat,” “Bestie Bash,” and so on – co-op with a local restaurant or caterer, turn up some tunes or get a DJ for a few hours and offer free or discounted services, a raffle and goodie bags, etc. Offer a small discount or gift with purchase for anyone who pre-books their appointment at your event. Don’t have an appointment book? Now might be a good time to start one. Clients who commit to a reservation are more likely to show up.
Every client is an opportunity, and roadblocks like slow season can make your business stronger by forcing you to think outside the box. It’s possible that your planning efforts can make this your most successful JASON ever!
