It is an election year. The air waves are flooded with political adds that range from ridiculous to down right untrue. But in salon world what does that mean? Given our artistic and generally accepting nature how much are we affected by donkeys and elephants? Well.....the economy does drive all commerce. The amount of goods consumed create the need for more goods, more workers, more materials, more......
But we are a service industry you say. So let us substitute goods consumed to frequency of visits. Now as discussed previously clients when left on their own visit a salon 4-6 times less a year. So toss in a weak economy and less disposable income, and well you see where this is going. Now you are fighting winning a clients over and making their individual budget cuts. Pile on top of that the repetitive message from the media, commercials, and radio that we may be doomed economically. The battle just got harder. So now that the problem, in very simplistic terms, has been identified how do we combat this?
There are many avenues a salon or stylist can take. I will cover the one I feel will do the most long term good and ones that are not so good. Coupons, I am not a fan. I have always viewed stylists as artistic people, the passionate ones are dedicated and cherish their craft, therefore, why discount your art? However, there are things you can do, without running the discount race. I worked with one of most talented colorists in Pittsburgh, Rich.He has a magic touch with color, there is nothing he cannot formulate. His clients pay top dollar to see him and do it willingly. But, he also smart, business smart, and most important he respects and empathizes with his clients financials. He will offer a small break on a color just to keep a client on schedule. This not only serves the clients needs it reinforces the personal relationship he has with them. Why? Because he tells them, he explains it, and the revenue is made up on referrals and volume of visits. It is your relationship with your client that carries you through sluggish economic times. They have to feel you are in this with them and are willing to work with them (with in reason) to keep them looking and feeling their best.
Now one to avoid. Over Charging!! There are stylists with slower books that charge over and above what they should. They do this to compensate for their lack of following. It is a lazy approach. If you only have 15 clients a week, build from them, if you turn those 15 into raving fans they will refer others. Another no-no, do not complain about how slow you are. Clients do not want to hear it, sorry just being honest. Telling a client you are slow sends the indirect message to them you may not be that good, it chips away at your reputation and where you have your chair. Keep your conversation on the client. Now more than ever they need to know they are spending their hard earned money wisely.
Now the one thing stylists have in their favor, styling is a needs based business at the core.Like a dentist or a doctor. People have to get their hair cut. Otherwise it would a Crystal Gale kind of world. However, as we know the "need" clients are not as profitable as the "want" clients. Do not stop offering add on services, do not stop guiding them to looking their best. Do not let your frustrations spill out on the cutting floor. But during these times, be on 100% of the time.
So really at the end of the day the one major truth still stands. It is the client. It is their needs, their wants, and their desires that a good stylists takes pride in exceeding. So take care of the client, stay in touch with ones that you have not seen in awhile, let them know you miss working on them.
Most importantly.....DO NOT GIVE UP!!!
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