How to Build Your Salon Clients

Salon and Beauty Business owners spend a lot of resources trying to build a client base and keeping them coming back.

How to Build Your Salon Clients.

It is a crucial element to business success.

Once you have attracted new clients to the salon the next job is ensuring your team has the skills to

  • Communicate effectively
  • Manage expectations
  • Impart knowledge and educate
  • Use products wisely and effectively
  • Create a great service and experience…

and thats in the first 5 minutes…..

Seriously… managing new customers who come to your business and giving them an experience they want again and again is the name of the game.

6 steps for your team.

Train them the in importance of client retention.

Your team needs to make the most of their opportunities with new clients and it takes time and practice.

You know what they say…  fail to plan… plan to fail.

Schedule this as a regular training and make it a priority now. If you want business success, it is the first step.

Want tips on how to hold a great team meeting. Read this…

As the owner you no doubt spend lots of time attracting new customers to your business and we all know how expensive it is to get new leads to take up your offers. Once you have them in your salon do you have any idea how many touch points it took to get them there… or how many people you marketed to, to get that one single person to make an appointment?

These figures are very interesting and you should share them with your team. They will never be dismissive with the phone or email inquiry again… or the new customer in the chair!!

First…

Check in with your stylists/therapists.

They can be motivated by various things. Some want extra money, others recognition and benefits. Some just want the satisfaction of being the best and offering a great service. Maybe it’s extra training or out of salon opportunities like photography.

Regardless, it is a important factor in salon growth and their development as a fully booked and desired team member. Once you understand what motivates them to over deliver to their customers, they will naturally do it from a genuine place that bonds the customer to your salon.

Now get a structure for them to deliver on all the following points. They need to be addressed at each appointment. With these simple tips and suggestions your team be fully booked in no time.


CONSULTATION

5 C’s

Connect  Communicate  Contribute  Clarify  Commit

Without a great consultation you are off to a bad start.

No doubt about it. The client consultation is the most important part of a hair appointment.

Get it right and you can more or less guarantee the perfect end result. However, if you don’t take the time to ask the right questions or, worse still, not listen to the answers, you could have a problem on your hands.

As a professional it is your responsibility to get to the deeper meaning behind your clients wants, needs and desires. Then help them understand what is possible and finally getting them to take ownership of the style decision.

Get Your Copy of a Salon Consultation Training Guide HERE from the Salon Leadership Library.

UP SELLING

There will be additional services you would like to offer your clients while they are in your chair, but you don’t want to push them into spending more than they are comfortable with or sound to salesy.

You can tell the client about the service, then say, “do you have time for that today?” For example, if you are giving a client an all over colour and want to suggest some part line foils you can ask… “do you have time for that?”

This way you have offered the service, given the client all of the information, and provided them with an easy out if they don’t want to make the investment.

Does your salon have service menu cards that customers can look over while they are waiting? Ones with a full treatment menu are excellent for starting the conversation.

It should be a non negotiable step with your team that they offer a treatment with every service. Often they don’t take up much extra time and show the customer that you have properly assessed their hairs needs.

ASK “Do you have time for that today?”

CLIENT BONDING

Hairstylists are in physical contact with their clients.  Running your hands through someone’s hair is an intimate gesture, but it just comes with the territory of being a stylist and it is an important reason why people relish the salon experience.

As a stylist, don’t forget that you offer something that some people may not get anywhere else. Make them feel special, pampered and cared for.

Give them an amazing hair style and then tell them that they look beautiful. Compliment their clothes and say how well they look.

If they leave feeling a million dollars you have taken a big step bonding with them and their sense of wellbeing.

ASK “How do you feel?.. You look beautiful.”

RETAIL

It can be tough to ask clients to buy retail and many stylists don’t feel comfortable being overtly salesy. It’s a mindset thing and can be fixed!

Being an educator instead is the key. Be informative and share your expertise on the products you used to style the client’s hair that day. Then, be sure to ask the client if they have any questions. Show them how to use them. Talk about the shampoos and conditioners they had with their service.

This ensures that the client gets all of the information he or she needs to recreate the style and you will have encouraged the client to buy product without feeling like you were pushy.

ASK  “These are the products I used on your hair, do you have any questions?”

REBOOK/APPOINTMENT CONCLUSION

To ensure that your client leaves feeling well cared for, conclude the service with a recap of everything you did. The client will appreciate your knowledge and attentiveness and this will give them an opening to ask any final questions that they may have. First impressions are important, but so are final impressions.

Plan out with them what you see for their hair over the next few appointments. Talk about ‘Their Hair Plan’ then book them in. Rebooking is crucial for establishing an on going relationship.

ASK “Let me recap what I did for you today and let’s get your next appointment booked in, when are you free?”

REFERRALS

One of the best ways to build your client base is by getting current clients to recommend you to their friends. Especially if they are new to the stylist and their hair is looking fab. Best time to get them to spread the word.

An ice breaker to suggest this to a client is to say  “I loved doing your hair and would love for you to come back. Here are my referral cards. Pass some out to your friends and I can offer $10 off your next visit with each referral.” The discount will be well worth it if you earn a few new clients!

Does your salon offer new client welcome packs? These are a great way to add value with referral cards, rebooking discounts, loyalty cards and gift vouchers. They help get your client to commit and give you some tools to do so.

ASK “Would you like a Welcome Pack? I can offer $10 off your next service with a referral.”

 

Over To You

Developing customer relationships is one thing… running a profitable business is another.

We all know you can be the best hairstylist in the world but if you can’t connect and make a genuine contribution to your customer then they won’t refer you to their friends or come back for more services.

As the salon owner you must train your staff to be responsible for themselves, their customers and your business growth.

Create a training plan around these 6 elements for customer retention success. Get your team to write notes on each customer as they develop the habit of covering these 6 elements at each appointment. It’s all in the creating of a habit. Consistency will win every time.

Get your Free consultation training guide from the Salon leadership Library Today.

It’s Easy to use and very effective.

Planning and Goal Setting

Do you plan out what the year ahead will look like? 

How about the next quarter or even month?

Yes we know it’s  busy… busy… busy… but unless we take a good look at what worked and what didn’t we will just be doing more of the same and getting the same results. We all want growth.. right!

Fail to plan… Plan to fail.

So here’s some things to look at…

and then do the Assessment Exercise below to make this year or month, the time that you blow your mind and your goals.

 

1. How was your time management?

Did you delegate, automate and train your team? Do you find this difficult?

Taking time to talk to your team, find the jobs you need to delegate and getting them involved is necessary for you to be a leader in your business.

Do you need to hire an assistant, manager or even a VA to help with tasks that are bogging you down and stopping you stepping into the leadership role your business needs?

Did you pass over tasks just because you were overwhelmed? Did you choose the right person to delegate to? Have you made yourself vulnerable and lost leadership? Are things being done within your framework?

For these procedures to work well you need to have a system of frameworks that everyone can go by. Do you need to create an updated procedure/operations manual?

Spend time on your salon culture and vision so you come from a crystal clear place and everyone knows what the expectations are. Yes we said spend time… Spending time here will save you in the future even though it may be hard to carve out initially. This is a job leaders need to prioritise.

 

Two stress-free female co-workers look over the plans

 

Take the time to meet with your team too and plan out who does what, where you need to delegate, what can be automated and also what needs to be shelved!

Are your team meetings productive and enjoyable?

Read our blog about productive team meetings HERE.

 

 

 

2. Did you invest in yourself?

Is it time to take a course to learn a new skill that could elevate your salon business?

Are there areas where you lack skills and it’s limiting your business growth?

How aware are you of what’s holding you back and making you play small?

Ask yourself some simple questions and do the Leadership Questionnaire. Do the worksheet in the Resource Library and map out your Leadership qualities.

GET A COPY OF YOUR LEADERSHIP SKILLS QUESTIONNAIRE HERE.

 

3. How much did you invest in your team and your business?

Isw your branding looking a bit circa 2014… What about your website?

If you have invested in your business, how has it played out with your team and customers.

  • Did you do any surveys?
  • Do you need to get some feedback?
  • What do the numbers say?
  • How were your team appraisals?

 

4. Learn something new but not really implement it?

Team building workshop, productivity course, customer service and sales training… all sitting waiting for your attention?

Taking courses and workshops sets you up for growth, as do reading books or attending masterminds but… implementation is the key. All that knowledge stuck in your head is useless.

But this is where it gets hard. How do you find time to set out that new strategy or business idea? Do you have a Salon Owner Strategy Session each week? This would be a great start.

 

 

5. Is there balance between you working on and in your business?

Do you focus on the numbers in your business regularly?

For example

  • Do you know how many new clients came in the door?
  • How much did they spend and did they rebook?
  • What marketing efforts did they come from?
  • How about productivity and utilisation?
  • Did your team grow their sales skills and customer retention?

 

6. Do you have products and services your customer wants to buy?

How long has it been since you looked at your services and packages?

Have you surveyed your customers about what they want? Is your business customer-centric?

Have you created a business that suits you and what you want to create or have you ignited the entrepreneur in you and thought about providing services that a customer wants to buy.

 


 

Moving into leadership and thinking like a business owner is crucial for growth and success

 


 

So many hair stylists/therapists turned business owners make the mistake of thinking like a stylist or therapist rather than a business owner. It’s the biggest reason salons and spas fail to grow and eventually shrink and die. You are basically just owning a job!

 

 

7. Are you measuring your goals?

How do you goal set and do you achieve them consistently? Do you regularly assess where you are performing well and what needs attention?

We recommend a monthly revisit is the minimum for keeping on track when dealing with business goals.

We highly recommend breaking your working cycle into 12 weekly or 90 day blocks.

Ask yourself these questions and apply to which time frame you are working on.. year, quarter, month or week.

  • What worked this year, quarter, month and what didn’t?
  • Who and what am I grateful for this…?
  • What do I want to be happy for this time next…?
  • Can I serve better next…, if yes who?

Start with these simple points and get them written down.

Remember the quality of your life is directly related to the quality of the questions you ask yourself.

So be brave and ask the questions that will help you get to where you want to go. Take some time over this and bring INTENTION to your planning and goal setting. Start with where you want to be and work backwards.

 

Your turn…

Ok so now you have answered these questions and have a grounding about what went on… and how you want the next period to look.

 

Assessment Exercise.

Get a piece of paper and do this simple task. Write down all your wins from last year, quarter or month. Why it was a win and what you learnt from that win.

Then look at the losses or things that didn’t really go as planned or never made it of the to do list. Why was that a loss and what did you learn from that?

Don’t judge yourself here… just give yourself space and get it down on paper. This is an amazing exercise to do to help you break through the clutter and reward yourself, plus learn more about how you operate.

 


The quality of your life is directly affected by the quality of questions you ask yourself.

 


 

You can do this for all aspects of your life.

Here’s some suggestions.

Business, family and home life, health and wellness, community and contribution. Do each category on a new page.

Then burn it… haha… no seriously, put that baby to rest.

 

The next year, quarter or month is all about starting with a clean slate, on a new page with a fresh mindset.

Do this exercise with your team. It’s a great way to work through how everyone perceived wins and misses in your business.

 

Next… look forward.

Whatever time frame you are working with, break your next goals down into projects and tasks. Reverse engineer what you want for yourself and your business.

Get your tool of choice and get the time blocked out now. Schedule family, business and time for yourself.

Look at these things when goal setting.

  • Are you someone who underestimates or over estimates how long things take?
  • Do you delegate or abdicate?
  • Will your systems support your ideas?
  • How do you perceive challenges?
  • Are you stretching or being comfortable?
  • What is the overall value of the goal?

Find out how your mind works and step up to be the CEO of your life.

 

Get your Free Leadership Guide HERE.

A guide to help you create a year of successful business decisions.

 

Hiring and Firing Staff

Hiring and firing staff is the job we hear most salon owners struggle with.

It’s understandable, you are affecting peoples lives but… it’s a thing you must get right for success. Hiring and firing is a crucial task for a business owner so everyone can thrive and even though it may seem like it, it’s not personal.

Develop your hiring skills and learn to identify an under performer quickly, so they can be on their way to find something or somewhere that suits them better.

 

Let’s look at some of the things a wrong hire can do for your business

  • Undermine your ethics.
  • Create toxic energy within the team.
  • Lower the standards.
  • Create a culture of accepting underperformance.
  • Drive away customers.
  • Breakdown trust.
  • Drive away performing team members.
  • Break systems and procedures.
  • Drain resources.
  • Cost you time and money.

 

Basically ruin everything you have worked on to create success. It can be a challenging time identifying and removing the toxic elements, retaining your respect and trust plus put a team back on the right track.

Read our blog about Hiring and Onboarding new team members here.

Defining your culture and values plus having a vision will assist you in the hiring phase. Read the Salon Vision Blog here.

 

Do you have a team member causing your salon to be unbalanced?

Whether a new hire is not working out or a longstanding team member has shifted in performance you need to deal with this head on

If they have not taken up the challenge to perform better despite your encouragement you may decide that they are just not hungry enough for whats on offer.

We use 3 tests to decide what the problem is.

  • Are they in the wrong seat on the bus?
  • Are they on the wrong bus?
  • Are they even in the right vehicle?

Let’s unpack this a little

 

Wrong Seat.

Not everyone wants to be a balayage queen, stock controller, team trainer or mens cutter.

Have you given opportunities to your team because you need help with tasks but they just aren’t suited to them?

They might never be a great trainer of the juniors but are excellent at growing and developing a loyal client base. They might love the admin roles but hate doing colour.

It’s up to you to make sure all your team have opportunities to grow in their own lane and reach heights in areas designed to suit them and which suits your business model. As the leader it’s your job to identify their strengths and develop their talents.

But initially the wrong seat on the bus can cause a lot of distress and disharmony. Work with this team member to get them in the right seat. If your business does not have a seat for them though, you need to reframe their expectations, restructure if they are valuable enough to keep and get them in a seat that works for everyone.

GET YOUR COPY OF THE LEADERSHIP SKILLS TOOL HERE

 

Wrong Bus.

Your salon and business framework will not suit everyone.

The procedures are to strict or casual. Your leadership style to loose or controlling. The products not green enough or the back room too formal.

Sharing values and defining a culture that represents your individual salon is important so you get the right people on the bus. We talk about this important hiring detail here.

Interviewing well will hopefully avoid taking someone on who does not share your culture. Work through an exercise on creating a salon vision here.

 

Wrong Vehicle.

It’s a common thing. Hair dressing is just not for everyone and despite repeated attempts to ‘try’ and a desire to want it, it’s impossible to get someone to perform who just is not motivated and ambitious enough.

They may have come into the hairdressing world for a thousand reasons but the reality is it’s tough work, suited to a special few who can handle the public, creative disciplines, team work and energy required.

It’s a skill to recognise this within someone and the sooner you can relieve them from your business the better.

 


You can’t want it for them more than they want it for themselves.


 

This is one of the best things I learnt after trying to teach a longstanding team member to be more ambitious and try to motivate them. However, it was to the detriment of my business and myself.

It just can’t be that way. Use this statement to check in with yourself and see if your efforts to motivate and inspire are wasted. ‘

Who wants this… me or them?

 

All in or All out!

In an ideal world the person who is no longer a good fit will decide themselves to move on and this can be encouraged by you in a number of ways. You don’t want this phase to drag on as it can be incredibly detrimental.

However, if you follow these processes from day 1 it will be obvious when things are not working out.

 

Performance Review Indicators.

Set targets and performance goals in a variety of areas so you have measurable, documented evidence to illustrate your concerns.

Set time frames, use graphs, ratings, percentages, feedback. Data is clear and doesn’t lie and it makes it less personal.

Grade the key performance areas that you rate within your business. Give them a rating and written feedback plus a goal to move towards for the next meeting. With struggling staff do this weekly or even daily.

In my salon we have goals for the first 3 months of a new trainees employ that are measured differently from a senior being employed with a clientele. Established seniors have varying targets and performance indicators depending on their status. They are all individual and break away from ‘all suits all’ mentality. When it comes to needing to monitor performance it is very easy to then identify areas of consistent poor performance.

Everything is clear, they can see areas of poor performance and if there is no improvement or a continued slide then it’s pretty obvious to both parties that this is the wrong bus or even the wrong vehicle. The conversation is easy to begin and lets them talk to you about why they think there is an issue.

If it’s a case of the wrong seat you will see areas of excellent performance. Work this through together.

 

Team Goal Setting Analysis.

I start each new team member with the task of goal setting. Helping them break down priorities over a time frame and how they are going to achieve these goals.

Have a list of questions that they answer for you about their goals. What they want to achieve, where they see themselves and how you can help get them there. Dig deeper than just target based achievements. Who do they want to become within your business, what are their big bold dreams?

If they are not achieving these goals it can easily highlight issues and let them see for themselves the problems.

 

Salon Values and Culture Alignment.

This is a first stage interview task but if you have not started here introduce it as soon as possible.

Get them to write down their personal and work values and what behaviours they will need to demonstrate to show these values.

Are they aligned with your business?

Are they currently behaving in a way that demonstrates these values within your culture?

If for example they say ‘Loyalty’ is a value and they are back chatting and complaining about you or other team members then they are just paying lip service to something they think you want to hear.

Is ‘Loyalty’ one of your culture values?

Be smart here and see what comes up… what aligns and where they are trying to pull the wool over your eyes or are in denial themselves.

If you identify areas of non alignment and your values are out of sync with this team member then you are not on the same page and they are not a good fit.

In an interview this is an easy candidate to put aside. With a current under performing team member it highlights, obviously, where this is not working for you both and that it’s time to move on.

 

Your Business relies on you making successful decisions with hiring and firing.

That does not mean that you will never make mistakes… it’s part of the course for every business owner to learn through these situations. Stop, regroup and move through it. Lean into it and let it make you stronger.

Getting the right team, aligned with a culture that helps everyone thrive is the key to happy team and invested customers.

If you want more help with Goal Setting, Performance Analysis lets chat over an introduction strategy session.

GET YOUR FREE LEADERSHIP SKILLS TOOL FROM THE salon LEADERSHIP LIBRARY HERE.
plus get access to our interview questions Cheat Sheet

 

 

Creating a Salon Vision

Do you have a Salon Vision?  

Have you thought about what you ultimately want to achieve as a salon owner?

 

As a salon owner creating a salon vision of what you want to achieve with your business and how you are going to get there is crucial for success.

  • What do you want?
  • Where you are heading?
  • How do you want to influence people?
  • What do you aim to create?
  • Who do you want to work with and serve?

Did you create a salon vision with your business plan? Did you create your business values, mission and goals, or map out a process, system and strategies to achieve your dreams?

This is your salon vision.

 

 

The big question is, is your salon vision shared by your team?

Have you or did you communicate to your team what you wanted to achieve with your business?

When hiring, did you find out if the prospective new team members shared the vision you have for your salon?

Have you worked together to create a direction and vision at salon team meetings?

Are you providing ongoing training for your team to ensure they bring their A game and contribute what they can to make your salon vision successful?

Values equal culture. Is your salon culture a place where everyone prospers and succeeds?

 

What even is a salon vision?

There was something that inspired you to open your own salon.

A desire to showcase the kind of hair styling and salon service that was aligned with your values and what you wanted customers to experience.

A culture and way of working that aligns with your values and beliefs.

Sharing that with your team is crucial. If this is an element missing from your team, now is the time to cement some solid values, a culture and direction to give your team a success path.

 

Creating a Salon Vision and Culture

Creating a salon vision as a team will ensure everyone who works for your salon is contributing towards a common goal. It highlights your values and priorities which you convey by your salon branding and marketing, plus the systems and procedures your salon operates under.

It should be the underlying directive by which every decision gets filtered, whether the boss is present or not. It provides consistency and a performance benchmark that is clear to everyone.

How do you treat the customers and each other? How do you work together as a team? What is everyone responsible for? What are everyone’s priorities? Is sustainability a priority?

You can talk about things like what music fits the vibe? How does your social media activity reflect your brand and it’s importance to your salon?

Procedural things like how you dispose of rubbish, phone communications, time spent on education and even the magazine choice. Choice of products, time allocated for services and staff responsibilities.

Spend some time getting clear on your salon vision is if it has been awhile or you just winged it at the start-up phase. You won’t regret it, it’s definitely time well spent.

 

 

Once you get clear on your salon vision, it should feel authentic. We are in the creative field so it can help to create something visual.  If it fits with your vibe make a vision board. It could be in the salon, your office, on Pinterest. Anywhere that works.

 

What is a vision board?

A vision board is a space that displays what you desire.

Vision boards actually work and do you know why? When you create a vision board and place it somewhere, you often see it so you are doing a short visualisation exercise without even thinking about it!

Visualisation is powerful.

Use the imagination to create pictures and visions of what you want in your life and how these things make you feel.

Along with focus, emotion and intention it becomes a powerful tool to help us achieve what we want.

 

How to create a salon vision board with your team:

Have a meeting earlier in the day. Make coffee, have fruit and scones… whatever your team love. Get them in a creative positive mood. We have taken salons through this at retreat team building days. It is an excellent time to put the hairstyling work to one side and dig deep on what you all want to achieve.

Explain that you want everyone in the team to create a salon vision and why it is important to you, the salon owner, to implement this.

Take some time and go through magazines and tear out images, quotes and words that inspire them in the salon. Get everyone to pick some favourites. This can be quite revealing… you might be surprised about what drives and motivates some people you thought you knew quite well.

Ask them to keep the salon in mind when choosing for this exercise. You can always have a personal vision board for each team member too, to express their wants and dreams in the salon.

Once the vision board is complete, place it in a communal area where you can see it multiple times throughout the day. Take a photo of the board and save it to your computer wallpaper or home screen of the salon iPad.

 

 

Team building takes time but see it as an investment.

Building your salon tribe reaps rewards for your business but most importantly your customers will receive the benefits.

A salon with focus and direction is one they will enjoy spending their time and money in. You will create loyal customers who recommend your business and buy into what you stand for.

It’s a place everyone will enjoy coming to and working at… one that contributes to the betterment of everyone’s lives.

Do you have strong leadership skills at your team meetings? Read our blog about productive team meetings here.

Also, check out the Leadership Skills Tool we have in the Salon Leadership Library. There are lots of motivational and practical tips for you to define the leadership skills that will take your business and team to the next level.

 

 

Help Your Salon Team Educate and Sell to Customers

When talking to customers about services and products, your team needs to feel empowered and educated themselves. 

 

Woman at the hair salon paying by card

 

Help your team educate and sell to customers without feeling salesy! Using persuasive techniques can just feel icky to most of us…but remember customers have to use shampoo and they are buying it somewhere.

 

5 Tips to get you started.

#1. Start by asking your customers a few questions where you know the answer will be Yes! This helps to put the customer in a frame of mind where they want to answer your questions.

#2. Then ask questions which help you learn more about the customer and what they want. Use ‘open’ questions that cannot be answered with a simple yes or no, to encourage the customer to talk.

#3. Listen carefully to what they say… make intelligent comments to show that you understand their situation.

#4. Avoid delivering long-winded replies without giving the customer the chance to get involved.

#5. Check that they understand what you are saying. Ask them if they have any questions.

Too often the customer feels like they are being ‘pushed’ into buying a product. Instead of doing a hard sell, ask the right questions to lead the conversation naturally towards the customer and their needs. Be guided by the answers you get.

Check out the Money Mindset Cheat Sheet in the Salon Leadership Library for more tips on sales and marketing.

 


 

It’s about helping the customer to make a decision to buy, rather than being sold to.

 


 

Sell Benefits instead of Features.

This is Marketing 101. People tend to care less about features than they do about benefits.

Benefits carry with them a more clearly defined value.

People really care about having more of: love, money, acceptance and free time, while at the same time wishing for less: stress, conflict, hassle and uncertainty.

There is still room for showing features occasionally, just be sure to tie them back to benefits where possible.

Describing features can be an easy way of explaining what you are offering, but it does not sell the product. Instead, you need to show the customer what’s in it for them. Even if you tell customers about features, you should always translate those features into benefits.

For example, a feature of the conditioner you produce may be its lightweight packaging. But customers don’t buy the conditioner because of the packaging — they buy it because it is easier to use in the shower.

Or a feature of the brush is that it has a ceramic coating. The customer needs it because it dries the hair faster with less damage… emphasise that.

Remember too, that the benefits can be specific to that particular customer: different customers may value different benefits. This is where the communication and question asking comes in. Find out what their needs are and address them. Some people prioritise ease, others assurance that they get results. Your sales process should include finding out as much as possible about what the customer wants

Benefit statements often include words like increase, improve, reduce, save, gain or protect. Although don’t use all of them at once!

 

 

Use Loss Aversion instead of Emphasising gains.

We like to win, but we hate to lose.

According to the rules of persuasive psychology, we are more driven to avoid losses than to acquiring gains.

This can be applied to how product and service offers are presented and communicated.

By underlying that a product is protective of a customer’s existing well-being, it is more effective than trying to provide a customer with something additional which they don’t already have.

Do insurance companies sell the payout that can be gained after the accident or the protection of the things we hold dear to us?

Don’t get into the fear and scaremongering here though.

We have a close and often intimate relationship with our customers and don’t want to risk that by making them fearful that their hair may fall out if they don’t use a particular product.

However, a very good use of this strategy is when selling treatments to customers who are colouring or straightening their hair.

As professionals, we know the damage they are doing to their hair and a rebuilding treatment will minimise the impact of this quickly and simply. Not enough salon teams recommend this service regularly enough and it can lead to a really noticeable hike in revenue and profit, plus give your customers beautiful healthy hair.

 

Showcase the products you use.

Challenge your team to talk about every product they have used on the customer’s hair. Why, what it does and how to use it.

Place the finishing products in front of the customer after using them so they can see and look at the bottles.

 

Improve your teams Money Mindset.

Often we find that our team can have a lack money mindset and this can get in the way of them achieving success with selling products and services.

Check out the Money Mindset Cheat Sheet in the Salon Leadership Library and uncover what could be holding them back.

 

Encouraging your team to feel confident recommending take-home products is part of the whole salon experience. Customers are more likely to be loyal and return for more services if you engage them with home haircare products.

Make it a challenge for them with in-salon competitions, incentives and bonuses.

Highlight a product for the week and see how they get motivated to talk about it more often with their customers.

It can be a great source of revenue and profits for the team and salon. The customer benefits are obvious. Their hair looks great!

 

How to Hire and Onboard New Team Members

Are you hiring new team members?

Do you have a interview process that uncovers the values of prospective employees?

Are your new team members settling in?

 

How to hire and onboard a new team member is an important skill. Do you pick the right new team members at interviews and have an onboarding process to ensure they start well?

Few of us have time to hire and onboard really well when we are already busy building and running a salon business.

Salon owners are often in desperate need of new team members and just want them to take the load off and get on with the job. They just show them around, have a quick meeting and let them get on with it. Is that you?

Interviewing for a salon role is challenging at the best of times.

How do you uncover the values that you want in a stylist and work out whether they are saying what you want to hear or how they really feel. Are they passionate and motivated?

Is the next apprentice going to cope with the rigours and commitment required for training?

Will they take personal responsibility or just become negative and complain?

Are you just inviting a poison apple into your team only to regret the hire later?

 

Common things salon owners say when they are asked what they regret or what they would do differently is… ‘I wish I’d not rushed to hire someone’ or ‘I’ve hired the wrong people’.

It’s a horrible mistake. An unsuitable person can make your life and those on your team a misery and it’s not just the hairstyling team…

Hiring hairstylists is not the only HR role salon owners have.

Front desk and a back end team like bookkeepers, salon managers or VA’s are also essential to get right. These are pivotal roles and bringing the right person into the fold to help your business grow is crucial.

 


You know what they say, ‘Hire Slow, Fire Fast’

 


 

But the truth of the matter is that moving someone along if they are not working out is easier said than done these days. Actually it’s a minefield and one that could cost you dearly if it’s not handled correctly.

Your contracts and employee agreements have to be updated and incredibly water tight so you don’t get caught out on trial periods, grievance and unfair dismissal.

 

How to Hire and Onboard New Team Members

woman's hands signing an employment contract, close-upStylists and trainees need to have their skills tested and their ability to learn accessed.

  • Are they interested in a job or a career?
  • Do they have passion and are they driven?
  • Are these the same values your salon shares?
  • Are they individuals or team players? What influences them? Are they coachable?

These questions will expose their ability to work in a team, how they view the industry and if they will add value to your business.

For more interview questions that really uncover the values, passions and potential of prospective new team members, get the Interview Questions Cheat Sheet in the Salon Leadership Library.

 

 

Ok now you have them onboard, how do you go about starting the relationship off well?

Create a welcome package for new team members. See below for essential elements to consider.

 

Salon Systems and Procedures Manual. If you don’t have one by now it’s time to get it done. Think of it as an insurance policy and a massive peace of mind strategy.

Salon Values Document or Mission Statement. Create your own vision for what your salon represents. What do you really care about.

Job Description. This should be included in the contract, so make sure they understand what they are responsible for and what is expected of them.

On-boarding Training Programme Schedule. Training for the first month/quarter. Include things like:

  • reception
  • client care
  • colour usage
  • pricing
  • product knowledge and usage
  • services you offer
  • record keeping
  • how to sell and promote services
  • loyalty schemes and promos.

For example. Do they consult with customers to your standards? See our fact filled blog on customer care and client development here.

Marketing Strategy. How do you plan to market them to potential customers and what do you expect of them to do themselves. Haphazard promotion with no strategy will not cut it when you want a new stylist to be busy, attracting good quality customers and keep them.

Client Management Systems. Make them aware of how you record data and KPI’s for your business, like new client retention, utilisation of time, average client spend, average client year visits, client lifetime value etc… Discuss targets and benchmarks you want them to achieve in particular time frames.

 

 

Wages and Pay Structure. If this is performance related, it goes well with the meeting you will be having in the previous point. Explain how your salon runs and what you need from them to be profitable. Junior team members and the front desk need to understand that their wage costs need to be covered. They should know that all product and time wastage will kill everyone’s earning power and how their efficiency affects the ability for the salon to be more profitable.

 


 

A true leader is not a boss. They lead, motivate and encourage a team. Micro managing and controlling your team is not the way to success or happiness.

 


 

Frustration is easy when things get out of control and you are facing under-performance and ineffective team work.

Being the boss can be challenging when you have a disgruntled team and you are facing challenges that they just don’t understand. Your team needs a leader. Step up and put aside time to get things right from the start. Set clear expectations so everyone is on the same page and refer back to these when you need to keep them on track.

Get Interview Questions that uncover the values, passions and potential of prospective new team members.
They’re Free in the Salon Leadership Library here.

 

How to Raise Your Prices

Are you considering raising your prices as part of your strategy this year?

Do you want to know more on how to raise your prices?

 

These are just a few benefits of raising your prices:

  • You will position yourself higher in the marketplace.
  • Increased revenue and profit.
  • Rewarding your team for their results.
  • People will take your business more seriously.
  • Customers will value and respect you as an authority and will want to book in.
  • Your confidence and self worth will grow.
  • Your team will respect you.
  • Getting out of your comfort zone and pushing the boundaries will help you grow on a deeper level.
  • Business takes balls and putting that on the line is important.

 


 

We are here to serve, but not be slaves.

 


 

As salon owners we are also in the game of creating and giving. We can face resistance around raising our prices and the perceived value of the problems we solve for our customers.

 

Don’t be afraid to charge what you are worth.

Sure you may lose some customers but if they don’t value your worth and services… we say goodbye and good luck.

We all have money blocks and they show up in many shapes and sizes!

 


 

Get your Money Mindset Cheat Sheet in the Free salon leadership Library.

An invaluable tool to help you discover your blocks and release wealth and prosperity into your life.

 


 

Realise this… charging what you are worth is just a small part in the process of breaking through those blocks.

Our businesses are like mirrors and reflect back to us what is in us. If you see an overwhelmed business owner that’s what you’ll get. If you see someone who wouldn’t pay $100 for a decent haircut… that will be your experience.

The world works on flow. In and out. You need to get just as used to receiving as giving and this includes money.

Think about when someone gives you a compliment. Do you accept it and politely say thank you… or do you brush it off. Accepting the compliment makes everyone feel good.

Are there salon owners you aspire to be and have a business like theirs? You can bet your last dollar they charge what they are worth. This means they have a profitable business too. Do you know how profitable your business is?

 

Are you willing to let these blocks go and charge what you are worth?

Do you really want success?

Step #1 Charge what you are worth!

Really look at what you are saying to the world when you undervalue your services. Remember you are not selling your time… you are solving a problem. What is having that problem solved worth to your customer?

Think about your ideal customer. They will pay you what you are worth and they will value having their problems solved.

We understand there can be some inner resistance and there are common questions we hear about raising your prices.

  • When should I raise my prices?
  • Should I tell my clients?
  • How do I handle customer resistance if it comes up?
  • Tell me how to own this price increase and confidently express it?

 

Should you do a gradual increase, or one big jump?

Small but often is the best policy. We have clients that do it yearly or 6 monthly to keep in line with other cost increases.

Your cut and style price is the one you most often quote and is your entry level service for many customers. Raise this a few dollars each time and no one will feel put out.

Have a – From price on your printed material to cover this as it can be a problem. We have all been in the situation where we have got the extra printing because it was cheaper but ended up with price lists we can’t use.

If you have a scaled price list then this covers this too. You will become more in demand as the owner… your prices need to reflect that.

Stylists will also grow to higher levels and charge more. This is easily explained to the clients as a ‘graduation’ for the stylists as they are busier and more in demand.

If they want to pay less they can go on to a lower level stylist for the same price they have been used to.

Technical services are more easily increased as they are not always the same each visit. Sometimes they have more foils or a treatment. The client will not always be charged a set amount and will not worry too much about an increase.

The product companies put their prices up every year so just pass on the increase and explain it this way.

 

Hairstylist blowdrying a young beautiful female customer's hair

 

Can you charge more for clients who just want YOU?

Yes and please do. If you are busy and in demand and want to filter out some clients who would be happy with the other stylists, this is a great method of passing them on.

We recently put up an owners price and offered a membership rate to current customers who want to sign up… otherwise they paid the increased rate each visit. Worked wonders at filtering out the clients and helping the owner to transition to less time on the floor.

The clients that stayed were happy to pay the increased amount and they felt special. You can apply a more significant price rise here and really enable yourself to increase profits.

 

How to deal with resistance from customers?

We have covered this with the grading in prices and it being small and often, but you will get some who will not be happy.

It’s a fact of life and a couple of dollars is not worth worrying over.

Give them the option of a lesser experienced stylist. You don’t need to spend the whole visit justifying yourself and explaining every detail of your costs.

Feel confident and move on.

 


 

‘Don’t say my prices are too high, just be honest,  Say you can’t afford me. it makes more sense’.

 


 

Explain that you let them know in the email, and if they didn’t read it perhaps they might take more notice of your emails in the future.

We have 2 ways of ranking our customers.

The amount they spend in dollars and the amount they engage with the salon via emails, promos, events and social engagement.

The more engaged a customer is with the salon the less likely they are to leave, complain and be dissatisfied. We all want more of those customers so ones who do all that aren’t worth worrying about.

Cheap attracts cheap.

 

How and should I let my customers know?

We were discussing this with a partnership the other day…

One wanted to advise the customers and put prices up by the end of the week and one didn’t see it necessary.

Neither could see each others perspective but when we introduced the idea of using it to boost the months lagging sales they both could see the benefits.

Send out an email letting your customers know of the price increase and the date it will come into effect.

Give them an incentive to book in before the increase. Post it on social media if you have a good following of customers and you will reach more this way.

If you have the problem of customers not opening your emails, have you tried segmenting your list and using different subject lines to get the open rates up?

Think about other businesses.

Do you get notification from the dentist or physio when their prices increase. What about your car service? Do you ever know what this will cost?

Recently an online coach doubled the price of her course.

Great example valuing of her worth… but she gave lots of notice and gave people the chance to sign up before the price increased.

It sold like hotcakes and everyone thought they were getting a great deal for something that was actually the same price at the time.

 

What about team resistance?

If you have team members that are undercutting the prices and selling their services cheaper, that needs attention.

If they don’t value themselves or your business, they will not grow with you.

Front desk staff can deal with the billing, but if you don’t have a front desk team then you must make sure all your team are playing by the rules or hurt them where it hurts… in their pocket… not yours.

 

Lastly you need to consider the most important thing…

Is your business making a profit?

All this mindset work, customer and team management aside, it’s not a matter of how and when you put your prices up but can you afford not to?

 


Get your Free Money Mindset Cheat Sheet in the Salon leadership Library.

An invaluable tool to help you discover your blocks and release wealth and prosperity into your life.