A panel of beauty, business and hairdressing experts
solve your real-life business dilemmas
THE PANEL
Q I have two salons, should they try and compete against each other, or should they work as a team? Should we synchronize promotions or alternate them between salons?
NICK: You need to think about the clients that you are targeting, is it the same type of client at both salons or are they different? If they are different you need to tailor each salon accordingly.
KATE: This is an opportunity to experiment and to see what works. If a promotion implemented at one salon is successful then it can be moved over to the other.
LISA: Keep it clear, keep it simple and keep it unified. You could introduce blow dry evenings and tell clients to bring their friends and children.
Q I want to bring new clients into the salon without
discounting, how do I go about this?
CORY: I am an avid anti-discounter, give a free product with a service that clients could then buy at a later date instead. Reward them with something you would like them to purchase at a later date, such as a cut or colour voucher. Also, spend extra time with first time visitors so you get a repeat visit. Ask clients to also bring in products that they normally use and suggest something better, or in replace of. Let them know that they won’t achieve the style created in salon with the products they use at home. A cheap pharmacy brush isn’t going to do the same as a £200 Mason Pearson brush.
KEN: Be careful not to become a discount brand. Up-sell and give them more for their money and then give a discount on your add-on, but not on your core service. Use an existing database to promote your salon and get clients to speak to friends.
LISA: Use any word other than ‘off ’! Be smart and make sure it is wrapped in the right way!
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