How are salon professionals preparing for the new year? Many are raising prices, elevating their service deliveries, revamping retail and investing in themselves.
Below we’ve outlined ways you can do the same, as we share industry intel from our most recent American Salon Business Sentiment Survey.
Conducted mid-October and mid-November 2022, we received responses from 450 salon professionals. Of that group, 56 percent, or 266 respondents identified as salon owners or managers; 22 percent were independent contractors, and just seven percent were salon employees. The remaining respondents were estheticians, nail technicians or educators.
There’s no question salon professionals have had a year of it. “Recovery” from COVID made things look all rosy in early 2022 as customers got back into the habit of looking good. But before a full turnaround in the salon business was in play, economic woes set in and customers in many cases began reducing salon appointments and services to save money. This is most certainly a case-by-case basis as many salons have reported a full return to post-COVID revenues, with many clients spending to make up for lost time. The return to glamour has also been a boon for many stylists across the country as clients step back out to galas, red carpet events or simply go out on the town once again.
Regardless of how your clients are facing their new realities, we believe we can help you to revamp your business for 2023 with input from our survey respondents. Watch for more tips in the coming weeks as we reveal more findings.
On tap for this week:
Be More Strategic In Marketing and Promotions: Many of our respondents said they are being more diligent about offering specials in their salons. To keep clients engaged, they are holding drawings for beauty products and creating special pricing for services.
Inspiring clients to want more out of the salon experience is another strategy. Let them know what's possible; be a dream maker. Beauty has no bounds.
Keep this in mind as well: It’s all about the vibe you present to your client. If you are verbally ho-hum about the economy or dishing the current establishment in your client conversations, you’re bound to bring that person down when they've come to you for an uplifting experience. This is their special day out, not your chance to vent.
However, if you’re upbeat and excited about what you do, that will flow over to your customers.
“We are consulting to determine our guests needs and delivering solutions for them!” said one owner. “We are following up and creating excitement!”
Now that's a good vibe.
Her basic philosophy is simple: “Rebooking, referring and retailing!”
Ask for New Business: Referrals are integral to a salon professional’s success. Several of our survey respondents said they are implementing referral programs to reward current customers for sharing the good word about their services. Even if you don't have a plan in place, always be sure to ask your client to refer their friends and family to you if you want to add to your book of business. Your client won't know you're seeking new business unless you tell them. And what better time to ask them than when you spin them around to look in the mirror at the new "wow" look you've just created for them?
Stay Focused and Be Firm About Your Vision: Doubling down on a set strategy is also a path to success. One salon owner said she is more aggressive online now. “No more print media, radio, or television,” she told us. Whichever direction you decide to go in, remain focused so you're not distracted by the next new promotional email or phone call that comes along offering you ways to publicize your business. Set a deadline to check in to see if what you put in place is working. It's easy to get so caught up in the day-to-day activities of running your business that you forget to review your business strategies and objectives.
Keep Good Data: That same respondent said she is also now keeping robust client files with a history of services and favored products. Think about it; how much do you know about some of your clients? In some cases, maybe more than you'd like! But you do know an awful lot, so keep track of it all, including their spending habits, with a formal customer relationship management (CRM) program. If your files indicate a customer is always on the lookout for the next new styling product, be sure your retail offerings are fully updated and that you get "dinged" about this when they book their appointment. Do you know of your clients' anniversaries, birthdays and big trips coming up? Make a note to reach out to them so they can come in for a special appointment with you to look their best as they celebrate. It's all simple enough to track when you've recorded it in your system and have the intel at your fingertips.
Next up: Elevating the Client Experience to Increase Your Bottom Line