21st August 2020
Things are settling down now, in fact some salons are reporting that they are quietening down significantly. With the worry about recession looming large, hairdressers need to face some stark truths about the next few moths and then the bigger picture of life in austerity (again).
What to do?
THINK – PLAN – ACT – SHARE
First things first, take stock of where you are, what has happened since lockdown ended and what successes you have recorded in the business.
THINK about what you need to do to keep your business afloat, analyse every detail of the costs associated with running your salon successfully, and then compare that against your weekly takings (after all costs have been deducted). Do they match up, are you in the red or black? Seek financial advise if you are worried about what your figures reveal.
THINK about the opportunities every member of your team have to increase their clients average spend. What do you offer that can increase revenue, in salon treatments, new services, retail, additional products that may help with impulse purchases. Make sure your team, from senior members to the newest apprentice and front of house staff are fully aware of what you are expecting of them
THINK about what you can do to encourage your teams to get on board with the need to keep busy. Do you need to set an incentive?, make it affordable for you but exciting and challenging the team.
THINK about each and every client and what you can do to secure their next appointment and the one after that, and the one after that! Once a client has their name in your diary, they are 99.9% committed to returning.
RE-BOOKING IS THE SINGLE MOST IMPORTANT THING YOU NEED TO GET YOUR TEAM DOING RIGHT NOW.
THINK about Christmas, I know you don’t want to, but YOU MUST, if you want to see retail surge, now is the time to start thinking about the offers and festive gift packs you might have available and it’s time to start talking about them. Speak with your suppliers and get some ‘advanced info’ about what they have available.
PLAN every element of the next month, quarter, year end strategy, map out each team members role, duties, targets and goals. Look at your previous years data and try to work out what days, weeks, months usually run like, then, if need be, set up ‘hot promotions’ to fill potential empty spaces in the book.
PLAN a social media strategy that tells a store clients can engage with, something that showcases every part of your business, especially services that can be additional revenue sources. Talk the talk about your retail offering and why it’s what you have in salon. Don’t keep posting back of head shots, mix things up to make your social platforms more interesting and engaging.
PLAN regular meetings with the team to keep them motivated, inspired and (most importantly) aware of the challenges ahead, they need to know the truth about what is ahead of them. Don’t run an ‘off the cuff’ meeting, build and present information that meets the needs of you and your staff.
PLAN an email campaign to keep your clients updated on ‘all the exciting things’ coming their way. Keep your e-blasts short and succinct, and don’t over do it, otherwise they will just end up being ‘unsubscribed’.
PLAN to run special offers and promotions throughout the coming months and into 2021. Try not to discount if possible, give added benefits to services, and ask your suppliers if they have anything they can help you with that can be give aways.
ACT on your thoughts and ideas, don’t let them just remain that. Put them into action as soon as possible. Hairdressers are creative thinkers, put that creative thought process into practice and practical use.
ACT on dealing with your biggest concerns immediately. If cashflow is an issue, speak to your bank, your suppliers and your team. Each has the ability to help you through a difficult financial patch in their own way. You cannot hide from financial woes, deal with them head on in whatever way is necessary for you to keep operating.
SHARE your thoughts with each and every member of your team. If they know what you are thinking, what you are planning and how you are going to act on it, they will be more on board and open to helping. Honesty is (always) the best policy).
SHARE positive stories, images and quotes on your social feeds, your clients, and potential new customers want to see that everything is good in your world.
SHARE your plans for each month with your team, get them behind you so that they actively work toward up-selling services and treatments and retail, and encourage them to ALWAYS get their own clients rebooked in the diary for their next appointments.
It’s not all doom and gloom, but you must THINK NOW, PLAN NOW, ACT NOW and SHARE NOW if you want to stay ahead of the game and keep your business buzzing.
Remember, your clients are now used to going months without having their hair cut and coloured, don’t let them fall into the idea that it was okay during lockdown, so it will be okay now. What you need to do is make sure every person who walks through your door leaves in the knowledge that their next appointment(s) are secured and that they are excited about the journey ahead.
#StayStrong #StayFocussed #StayPositive
