With over 87,000 salons across the USA, you’re in one of the most competitive businesses in the country. New salons pop up virtually every day, so it’s always a challenge to not only keep your current clients, but to get new ones as well – because if you don’t grow, you’re going to go. So how do you go about enticing new people to try your salon, while keeping your present clients happy and satisfied? First, let’s look at some winning ways to win new business.
Strategies for attracting new clients
- Make sure your marketing/advertising fits the market you’re targeting. If you’re looking for a young clientele, make sure your message is hip and breezy. In case of an older clientele, tone it down. In short, talk to these prospects in a language they understand, and you’ll get their attention.
- Decide on what marketing venues you’re going to use to attract new clients. If you don’t have a website, you’d better get one, because that’s how business is being done these days. There are many online platforms that will show you how to build your website from scratch, get a domain name, and how to alter copy and graphics once you’re up and running. If you’re not sure you want to build your own website, there are plenty of companies that will do it for you. But whether you do it yourself, or have it done, make sure your message and graphics target the client base you’re interested in.
- Use social media. Facebook, Twitter, Instagram, and others can be a great way to attract new clients from all spectrums. You can use them to promote special deals, sell products, and just about any other thing you can think of. The cost is about zero and the results can be spectacular. You have to have a presence on social media!
- Offer “specials” to new clients. It could be a product give-away, or a half price special. Put it in bold on your social media and website to attract the most attention.
Strategies for keeping your current clients
- Go above and beyond for your best clients. Send them birthday greetings through email. Offer them special and exclusive deals on products or services. The whole point is to make them feel special and engaged. A satisfied client will return again and again.
- Make sure problems get fixed quickly. There are going to be times when a client will be less than happy with your service or products. Get to the root cause of their dissatisfaction, and make sure you resolve the problem.
- Keep professional 100% of the time. Make sure you know your products and services thoroughly so that you can explain and sell them to interested clients. You’ll sell a lot more this way.
- Assuming you have a website and are on social media, make sure your clients know this. If they’re not tech savvy, give them a quick demonstration of how to log on and use these media outlets to take advantage of any special promotions you might be having, and how they can save money. You might even give them a print out with instructions on how to use social media, and the web addresses of the sites you’re on.
- Keep your salon fresh and new. Every few years give it a paint job, perhaps add new displays and carpeting for your waiting room. Make coming to your salon an adventure as opposed to just an appointment. If your shop has a tired look to it, your clients may decide to try a new salon whose décor is more pleasant.
- When you sell a product, ask the client to review it for you and discuss it at her next appointment. You’ll make the client feel that she’s part of your team, that you value her input, and also if the product is performing as advertised.
- Offer sales and sell, sell, sell. It could be the sale of the month or of the week. People love bargains and are always looking for them. Promote these sales in your salon, as well as on your website and social media. This will keep clients coming back, and will greatly increase your web traffic. And the more people look at your social media, the better the chance for bigger sales.
- Partner with one of your suppliers to put on a demonstration on a weekday evening. Suppliers love the opportunity to show off their products to end customers – sort of like a wine tasting at your local liquor store, only this time with beauty products. The supplier can give away small samples, and you might even hold a raffle for a free appointment.
New clients or old clients, these are the folks that make your cash register ring.
It’s all about the personality of your salon. If you’re professional, innovative, and willing to try new things, you’ll always be a step ahead of your competition – and that’s precisely where you want to be!