Your staff can be selling machines without even trying
Salon Marketing Secrets
How to fully embrace the ‘art’ of seeing endless opportunities with your clients to ensure they will return and spend more in your Hair and Beauty/Spa salon without even realising it.
How easy it really can be by advising your clients on the benefits. Increasing the value of each client
Every Salon that opens its doors each morning and receives clients has mountains of “Hidden gold” that just needs to be “mined”.
What is obvious though is that the majority of salon owners do not seem to know how to extract that gold. The answer, therefore, is to learn the techniques listed below and to make sure that all staff members are fully trained in their use and that these techniques are used daily.
Let me explain further: Every client that walks through your doors and sits before you is your “Captive Audience” and has already agreed to open their purse or wallet and buy services from you.
They are there because they want to be there, and willing and ready to spend whatever it takes to get that “Makeover” whether it is hair, face or body. They know the “need” that made them step inside your door is going to be fulfilled. They probably feel relaxed, happy and are looking forward to the enjoyment of the end result.
Whilst you have the client in that mood, how difficult is it going to be to sell them items that you know they will have a future need for? This concept is not pressure selling, it is providing high quality service, good advice, and is being helpful.
Would they get this at a supermarket or a bargain basement store? I think not. This method gives you a chance to “Set yourself apart” and is called “Looking after your client” after all they have agreed to open their purses and wallets. All you have to do is carefully mine the gold.
Salon Marketing Ideas
So how do you “mine” that gold? Involve your client by making sure that you and your staff consistently bring the client into the conversation. You must explain the process: what products are being used on them and why that particular product was chosen. Also, let them have a closer look so they can touch, feel, and smell and read anything on the packaging they want thus promoting it in a very subtle way.
For example, if styling hair, the client should be told about and shown shampoo and conditioner (have bottles for the client to view when he/she comes back to the chair after being at the basin), styling lotion, wax, or hair spray that can be purchased after your client’s appointment.
If you look at the list, everyone uses shampoo, conditioner, styling lotion, hair spray, waxes, etc. All these products are available in the supermarket in generic form…nothing too fancy or extravagant.
However, make mention that the products you are selling can ONLY be purchased from a professional salon, which implies higher quality and exclusivity. People love to show off what most people cannot buy and will pay a good amount to do so! Why give big business any more money when you can offer a superior product to your returning customers?
This is not a hit or a miss process. This procedure should be followed with every client, every time they come into your salon. It makes them feel like you are a caring salon; and although it may seem subtle, it does bring results. You, the salon owner, need to make this a policy or risk leaving vast amounts of money on the table. At a risk of repeating myself, why risk losing customers to big business or another salon when you can keep them coming back for more by implementing these procedures.
What would happen if you could increase the amount of money coming in from your client’s purse or wallet by an extra $30 or $40 for each appointment? I’ll let you do the math!
One more thing, don’t forget to get your staff to document any purchases made onto the client’s card (is card a salon term or would record or file be more appropriate? Will let you decide that one), so it can be brought up for discussion on the next visit.
For example, the next time one of your regulars comes in you can be ready and say “Oh Mary, I see you bought, shampoo and conditioner last time, how have you found them, because your hair has never been in better condition”.
This is once more complimenting Mary on her decision to buy the products, telling her the results have been worth it, thus feeding her pride, and also subtly telling Mary that she needs to purchase more in order to keep her hair looking as good as it does. After this, do you think Mary will revert back to buying the shampoo and conditioner from the supermarket? I don’t think so!