Advice for a Fellow Salon Pro?
Dawn R. recently responded to our “Devil in the Details” blog with a cry for help! Dawn is need of some advice to share with her salon owner (and how to best do that!). This particular comment seems like the perfect opportunity for some serious give and take on the core concepts and strategies of building salon success. Hope all will considering adding your thoughts:
Dawn R said on March 5th:
I am a stylist in a new salon and spa. We are located off the beaten path, this was to own and renovate a house so we wouldn’t have to pay astronomical retail store prices. I work for a woman who has never owned a salon before and who is desperately trying everything to help us pick up business. She is beyond frugal in trying to keep expenses low. She is doing some advertising in some local coupon magazines. We have done two rounds of direct marketing by selling packages at severely discounted prices to get people in the door.
She says she can’t afford to pay more than $7/hr for a full time receptionist, we think that is why we can’t hire someone “good” for our first impression. There was no planning for retail display so it is just up on shelves where ever there is room for a standing shelf. Furthermore, when I try to discuss things with her, no matter what my approach is, I have tried suggestions, I have asked her about reading publications etc., she is defensive, doesn’t see a way to change things etc. But I have always heard that retail is where the “add-on” money is. I worked at a department store in an upscale salon and I sold $3-500.00 a week in retail, because we had 10 lines. I can barely sell $100 here because there are no choices. We have 2 brands…how do I reach my boss?
Someone please help me with some suggestions.
Do you have suggestions to help Dawn out? To comment on this posting, click on the “comments” link below. If there is no comments link below, click here and then click on the comments link that will be below this paragraph.
March 13th, 2008 at 10:29 am
Research the two lines you do have and start selling them to your clients. Almost every line made for professionals hjas at least one or two items that will work for the individual client. When your owner sees the sales figures your talk about retail will have more credibility. Another suggestion is for your group of stylists to contact car dealerships, real estate agents, church groups,and helath clubs and have an introductory broshure or coupon posted or given out by the slaesperson. Give the sales person a FREE service and offer to continue that as long as they send you clients(5for expample.)
March 13th, 2008 at 7:29 pm
I got an idea from a business class at a hair show and it worked for me. Write an introductory letter telling about yourself and your salon and send it as a new neighbor letter to all of the new home owners in you area. You can get the list from the Real Estate section of your Sunday paper.Use letterhead paper with matching envelopes and include a coupon for an amount that is worth using.I do$10.00. I also insert a salon menu and a business card. Do not skimp on this.We also hand address the encelopes. Another idea is to get very involved in your local Chamber of Commerce. It’s a huge networking tool.
Good Luck!!
March 14th, 2008 at 4:29 pm
A great way to make a positive impact on the community and great way to increase business is have a cut for the cure(women’s breast cancer) and donate a portion or all of your take for the day (a Sun. or Mon.or even a holiday.) Call your local chapter and you’ll be surprised how pleased they are to assist you and the warm wonderful buzz it will create. You can offer do the same for a shelter or battered women’s group. A little TLC goes a long way. Good Luck!!
March 15th, 2008 at 4:08 pm
You don’t tell us what “kind” of salon you work in. When I see the owner is advertising in the local coupon magazines she is competing for eye space with the local lube job place and is probably offering a discount to get people in for cheap haircuts.
Start with image. If you have a good image inside and outside that’s critical.
Yes, a $7/hour front desk person can be a positive, not a negative. A lot of young kids in High School or college will work for that rate. Find a cute one. Offer some incentives that might be extra services if she sells a certain amount. Just be sure to train her. It’s not all about the money.
Marketing - the suggestion about sending a mailing to new movers is excellent. Also, but a list of all the households in the immediate area and mail someting to them to try your services. Get involved in the community. Offer quick services at the next PTA fundraiser and get your faces in front of the community. Word of Mouth marketing is free if done right.
There’s plenty to do. It’s tough when the owner has no vision but that’s the real world.
And as for the two lines, dress up their presentation, and talk them up with every guest. Your best source of extra revenue is the guest in your chair. Don’t wait for the front desk to finish your job. It’s not the front desk’s responsibility to “close the retail sale. IT’S YOURS.
March 18th, 2008 at 7:58 am
It does not take a lot of money to increase the business but it does take time and creativity. There seems to be a lot of great ideas coming at you. Heres another! When i was starting my business I contacted the local womens club and help organize a fashhion show fund raiser luncheon. The first year we had approximatly 40 models and 250 women in the audience and I did all the hair. I changed every ones hair from day to night to sports. It changed my business over night. Any new stylist that comes to my salon now does fashion shows for free except the name of the stylist and the salon must be in the proigram.
What about trying to have a day that you will cut off pony tails for LOCKS OF LOVE at no cost. I am sure the local media would jump on it. Free PR
As for retail… I agree that you do not need a lott of different lines every company has a variety of products. What you need is creativity in display and telling the clients what they need.
March 20th, 2008 at 3:00 pm
Dawn, it’s hard to pass judgement without being in the salon (and even then it is not so easy). You dont say if the owner is an experienced salon professional herself. Without knowing much, we’d share the following based on what we have learned over the years from nca members:
1. You can get a great receptionist for $7 an hour if you hire smart - AND consider incentive pay based on sales so she can increase those wages if she performs. Key is finding a ’sales minded’ receptionist who is good with the detail, can keep the area ‘together’ and also loves to sell.
2. Look for role models and borrow their display ideas. is there a local salon that is a great retailer? Look for salons such as aveda concept, Paul Mitchell Signature or Redken salons - these are retail focused businesses. See what they do and then create your own version.
3. Dont let 2 lines be a block to success. You can succeed with one, two or ten - if you know how to retail and constantly adjust your promotions, display and sales efforts. The right lines will stand on their own - but the staff ideally must support the sales of those lines. And for sure, the receptionist should be passionate
4. Does your salon get distributor support? Manufacturer support? The industry if filled with great ideas and best practice models. Leverage the product buys the salon makes to get help from those you support. If the support is not there, consider changing lines.
Great comments from so many. Hope to hear more!
April 20th, 2008 at 2:04 pm
Success in the salon is not just about getting the clients in the door, you also must treat them right. Provide not just “good” but EXCEPTIONAL services! and then you must KEEP Them!!! Ask them to send their friends with an in-house referral program and be sure to thank them for their efforts( perhaps comp. services or products within the salon to keep the trend going)…happy clients will sing your praises and are THE MOST SUCCESSFUL FORM OF MARKETING IN OUR INDUSTRY
I also love the ideas about reaching out to the community!
Good Luck!
May 14th, 2008 at 7:31 am
Dawn,
I have worked in small salons, and big salons. Currently I work in a small salon where my boss is very frugal and also cannot be told anything, yet I am a very successful hairdresser. I book out at least a week ahead.
If you want to know how to become much busier, you need to learn how to get clients to come and see you specifically instead of coming to the salon. My clients don’t come to me for the salon I work in they come to me for my attitude and skills as a hairdresser. Granted you dont want to work in a pig pen.
As long as the salon is clean and nice looking, dont worry about your boss and what she is doing with her business. You need to focus on the fact that you are a licensed professional and should be working to build your own clientele that will follow you wherever you may go.
First I would suggest you get your own cell phone, and your own business cards, and start making your own appointments. I know you may think that if you are on commission you are not allowed to do this, but wouldnt you do this for a friend? You want to consider your clients friends and build trust between you and your clients. Nobody cares about your business or livelyhood as much as you do or should. Do yourself a favor and check out this website, it will help you greatly!
www.hairdressersuccess.com
May 16th, 2008 at 10:14 am
I agree with Heather. Promote yourself. Get your own website and put your own skills on it. Also I started working on Sundays in the salon, the owner allows me to go in, and people LOVE Sundays. It is quiet and they find it very relaxing. Also, discuss with your local Animal Shelter a promotion, for ever cat adopted you will give a free haircut Or whatever you choose to do with proof that the animal was taken to the vet for a checkup including a fecal examine.
That is what I am doing. Makes great news in the local newspaper and gets a poor cat adopted…
July 1st, 2008 at 12:37 am
I just want to know if this is the Dawn I met in Alaska back around 1988 who had an Old English Mastiff and a Bulldog. If so, please contact me!