25th March 2025
A recent conversation with a social media client (over lunch) inevitably brought up the topic of salon life in 2025 and what the expectations of a business owner are, and, more importantly, what product suppliers do to help support and grow salon services and retail. It was a fascinating insight into the changing relationship between customer (salon) and company (product supplier).
Some of the aspects of today’s interaction was surprising to say the least. Whilst the salon owner I was discussing this with is an independent, small salon, nonetheless, they carry a wide range of retail and a large stock of colour and associated products, developers, backbar stock etc from a major company, alongside additional brands from other companies, including a wholesaler.
The main product supplier doesn’t have a representative visit the salon. Orders are done through WhatsApp, where deals and offers are also shared, but those offers do not match what is available in mass market channels. No education is offered, apart from accessing online tutorials via Instagram, unless, of course, the salon wanted to buy into academy training.
The wholesaler, who also supplies the salon with products, has a sales person that visits regularly and shares deals and promotions that are built around building business within the salon; and there are offers related to education that make it more accessible, from an in-salon, collective and academy perspective as well as online.
So what should the expectations of a salon owner be?
1: A nominated sales representative who visits regularly, shares business offers that help salons grow and generate more profit. A person who wants to share advice and information, someone genuinely interested in supporting the growth plans of the salon owner and the team.
2: Education as part of the contract, be it in-salon or collective training in local areas, and academy courses that are built into promotional activity and a comprehensive online education platform that is free of charge.
3: POS and collateral, leaflets, mirror decals, posters, and samples that can be used in the salon environment, and graphics to use across social platforms.
4: Quarterly or half year meetings to help keep track of progress and targets.
5: Incentive gifts for salon owners to use to encourage teams to recommend services and retail.
6: Events that bring like minded individuals together to be inspired by creative and business specialists.
It all sounds far fetched, and yet, there are companies out there that are doing almost all of the above as part and parcel of their commitment to salons and salon owners.
It seems to me that as huge corporations change their go to market model, the salon business is taking more and more of a back seat and what was once the norm (the above 6 points) seems to becoming less important. So thank goodness for the companies out there, be them brand organisations or wholesalers that are focussed on making sure they deliver all the expectations that salon owners have.
And yes, I get it, as profits are squeezed, big organisations hone down and streamline staff numbers, which means meeting expectations of salons, be them small, medium or large becomes ever more challenging, but the companies that recognise that the help salons and their owners need to maintain successful businesses requires interaction with sales and education experts, these are the brands that are going to help secure future growth for hairdressers and barbers up and down the land.
Also, I appreciate big corporations still put on their ‘big shows’ but they don’t necessarily grow salon business.
I have recently has the opportunity to witness lots and lots of the expectations in action, and if you want to know the brands and companies who are delivering 1 to 6, get in touch!
#SalonPro #ProForPro #ExpectationsMet
