Salon owners are in unique situations when it comes to operating their business as most of these entrepreneurs rent individual stations to hairdressers, who are self-employed. The owners are dependent on the hairdressers to bring in their own business; if they are successful, the salon is busy and profitable. If the hairdressers fail to attract customers, they will not be able to pay their monthly rent, and the salon will suffer as a result.
Another concern that hair salon owners face is that customers become loyal to their individual hairdressers instead of the salon. If the individual chooses to move to a different space, the customers will follow, decreasing business for the salon.
The answer to these potential problems is for business owners to persuade customers to fall in love with the salon instead of just their hairdresser. This can be done with the following tips:
Suggesting Different Hairdressers
When a client calls the salon to request an appointment with a specific individual, they are often simply told that they are not available if they are booked or don’t work during that specific time. Instead, train your receptionist to offer the services of a different person if the stylist they request is not available. This way, your customers will come to rely on multiple stylists in your salon instead of only being loyal to one.
Discuss this option with your staff before implementing the change, as they may be upset if their loyal customers are given the option to book services with someone else. If this occurs, point out that everyone will benefit from this setup, as all hairdressers will be able to share customers if they are not available.
You can also suggest that hairdressers receive commission if their customers are serviced by someone else in your salon. Instead of potentially losing on the sale if they are busy, they can receive a certain percentage or fee from a colleague.
Another strategy to promote customer loyalty to the salon instead of the individual stylist is to expand the services offered in your establishment. Some professionals specialize in only one service, whether it is hair cutting, blow-drying, up-dos or coloring. Instead of having customers visit multiple salons, hire staffers that will offer different kinds of services, keeping the clients in your salon for all their hair needs.
Consider offering other services, such as nails, waxing and makeup in your salon. By doing this, you will save your customers time by meeting all their beauty needs in one space. Not only will you increase revenue for your business with this move, but you will also likely retain more clients if any person leaves the salon as they will become dependent on your business as a one-stop shop.
Incentivize Repeat Customers
To keep customers loyal to your business, you need to create incentives for customers to keep coming back, even if it is to see different hairdressers. Ask all people who frequent your salon to sign up for your mailing list, which you can use to communicate with them. Send coupons, special deals, offers and announcements by mail and email to entice clients to keep coming back through your doors. Share these deals on social media, and consider offering a discount for every like or share from a customer. By your clients to come back, they will become the salon’s customers instead of just the hairdressers!
Some of the suggestions on retaining customer loyalty suggested in this article can be a financial burden to small business owners. For example, expanding services may require funds to build new stations and purchase supplies. Marketing the salon calls for expenditures on paid advertising or consulting a marketing professional. If you would like to invest in your salon but cannot afford to, consider getting a small business loan from IOU Financial. Contact us to find out how you can get approved for a loan in under 24 hours!