Are you attracting the type of client you want to your beauty business? The loyal customers who value what you do and are willing to pay a little extra for your service?
In my recent article ‘Why you don’t need more clients in your salon’, I discussed how it’s possible to make more money from less clients. Your aim should be to increase the minimum spend of each customer through the door rather than increase the number of customers.
To do that, customers need to feel you’re worth it! That means making sure your service is up to scratch.
Making a few adjustments in the running of your salon can help you to attract higher value clients and a higher turnover for your business. This doesn’t always involve investing a great deal financially to make differences that ensure the customer is getting a luxury experience.
Here are some simple steps you can take to start attracting those higher-paying, quality clients:
1 – Check out the competition
Think about where you want to pitch your business. Research some businesses that offer a similar service to your own but charge higher prices. Visit them and compare their service with your own. What do they do differently to command the higher price tag? Can you pick up any ideas and tips that you can make your own?
2 – Take a fresh look at the experience you’re providing from a customer’s perspective
It can be very easy to get stuck in your ways in a business and just go through the motions the way you always have. Focusing on the day-to-day running of a salon can sometimes mean you take your eye off the ball where customer experience is concerned. It’s important that you don’t lose sight of how your service is perceived by clients. Think about every step of their journey, from booking to completion, and consider whether you’re doing everything you can to make it a simple and pleasant experience.
3 – Set quality management procedures
Do you have a formalised procedure for checking the quality of service you offer clients? Do you request feedback from your customers after every visit? Do you check up on how customers are being treated by members of your team – from your receptionist to those offering treatments? Are there any areas your customers feel could be improved? Making sure you have a way of measuring quality is essential, otherwise you won’t know what needs to change.
4 – Set the mood
Start with your salon environment. Is it well decorated, or a bit time-worn? Could a freshen-up of the décor be in order? Is it always sparkling clean when customers arrive? Is there a welcoming waiting area? Is the temperature comfortable rather than too hot or too cold? Does the music you play create the right ambience? Is it a calm space, or a bit frantic? Is it laid out well so you can have everything at hand to start your customer’s treatment? You want customers to feel relaxed and pampered. They should feel enveloped in a warm bubble of calm as soon as they step through the door. The surroundings should be inviting and promote that sense of serenity.
5 – Invest in staff training
Whether you invest time offering in-house training, or money in external courses, having well trained staff can have a huge impact on customer experience. Does everyone appreciate the importance of customer service? Are they helping to create the right atmosphere for customers by being attentive and welcoming? Do they adhere to strict quality guidelines in the way they deliver treatments? Is their work of the standard you would expect, or do they need to brush up on some of their professional skills? Everyone needs to be on-board to offer the premium service you require to attract a better clientele.
6 – Make it personal
Clients want to feel special. You can do that by making their experience very personal. Make notes to help you remember important details for when they come in next. Make sure you know what they prefer treatment-wise, but also what do they like to drink, and how do they have it? Note down a few pointers from your conversation so you can refresh your memory before their next appointment. What’s happening with their family? Where have they been on holiday? Show them you care by bringing these into the conversation at their next visit.
7 – Don’t skimp on product quality
You might think you’re saving a few pennies by choosing less expensive products, but is this really doing you any favours? High value clients will expect high quality products. The small rise in expenditure for higher quality products will allow you to increase your prices beyond their additional cost and raise your profit margin. Superior products attract those who value luxury brands, who are generally those with more disposable income to spend.
8 – Automate your systems
Wherever you can, invest in software that can streamline your processes and free up your time to focus on service delivery and quality management. There are a host of software options aimed at making things run more smoothly in your salon. They provide online booking management and appointment scheduling, marketing communications, SMS messaging for appointment reminders and customer feedback surveys, secure customer data and records storage, payment processing and more. Make sure you speak to your accountant before deciding on a system as, ideally, you want this to integrate with your accounting and reporting.
You can find a list of salon-specific software options here.
9 – A classy upsell
Offering luxury brand products for sale in your salon can elevate your establishment in the eyes of the customer. Make sure your point of sale marketing is on point with attractive displays and eye-catching offers. Place them prominently in your window, on your website and in your marketing material. Take a tip from the supermarkets and place monthly product offers in strategic positions in your premises. Use product special offers to entice people to try new treatments. Your efforts will be rewarded in more ways than one as uplifting your product sales can also provide a significant additional income for your salon.
10 – Keep on top of trends
Make sure you keep on top of the latest treatment trends, or you could be missing out on lucrative opportunities.
Tweakments such as Botox and fillers, once the reserve of cosmetic surgeons, are the new norm in many beauty salons. The rise of veganism has meant vegan products have seen a rise in popularity and alternative therapies such as LED light therapy and sound-bathing are being blogged and vlogged about by beauty connoisseurs.
It might not be possible to introduce all of these into your salon, taking into account the training and any equipment costs, but it is good to mix up the treatment list a little and get on board with some of the up and coming treatment trends. Make a judgement on what might be a transient fad and what will stay the distance and be worthy of investment.
Get Smart specialises in helping beauty businesses maximise their profits, so YOU can fulfill your dream. Take the first step today by telling us what you would love to achieve here.