Salon Action Plan for a Busy New Year (Part 3 & 4)
Does your business slow down in January and February? For many Stylists and Salons, it does. Here are four things you can do now, during the busiest time of year, to make sure your after-holiday season is the best you’ve ever had. But it’s time to act now! ACTION #3: Sell a Series Gift-buying season is the best time to offer “package deals” in which a series of services are bundled together. How about a Cut, Color & Treatment series? Or a Hot Heads Extensions and a discounted treatment with the follow-up re-bonding service? Estheticians can offer a six-week series in a “re-surfacing” package. Many services can be sold as a series. Consider your service specialty(s), or those services you wish to increase.
Anything you can do to get an extra visit or two from each and every client gives you an opportunity to create more value for them and earn more income for yourself. It’s a win-win proposition and studies show that even small increases in customer visitation can add significantly to a salon’s bottom line… individual stylists too.
Especially when you have a new client and your consultation has revealed a desire for big changes, why try to do it all in one day? Stretch it out to bring them in one, or even two extra times. Your January and February will thank you for it!
#4: Instant Appointment Email Blast and/or Text (SMS) This strategy isn't just for the New Year, as it can be useful any time you find holes in your schedule. So tuck it away for when you need it most.
You don’t need to spend a fortune with Groupon or another deep-discount service to fill your empty stations. Pick those specific times when the salon is slow and develop one or two special opportunities for unscheduled clients to save, and send an email blast to your entire database of clients.
Here’s an example email message, which would be sent at 8:00 a.m. on the day of the targeted time slot:
“We have an unexpected cancelation today, between 2:00 and 4:00 pm. The first responder to this message gets 25% off (whichever service you’ve chosen).”
Of course, you can offer anything, but you get the idea. An email blast is a great way to fill empty time slots or build business for newer hairdressers. It’s also a great way to build a new category of service such as Hair Extensions or Smoothing Treatments.
Take care not to over-discount. Being slow is bad, but losing money is worse.
For this strategy to work, you’ll need to collect every email and cell phone number you can get from your clients. Keeping that client contact info organized and up-to-date is critical to successful implementation of any marketing/sales strategy!
One last thought – While email is practically free, SMS texting may be costly. Check your rates before pulling the trigger. Generally, an email blast is the right format for this type of endeavor anyway, so you may want to save your SMS for appointment reminders.
In closing: I hope you find this article helpful. I’d love to hear your comments and any other successful ideas you’ve used so I can pass them on to your fellow hairdressers. BTW: Please be our friend and “Like” and “Share”. As always, thank you for doing business with Beauty Solutions. We really appreciate your business and friendship. Wes Brown, Beauty Solutions, LLC