We received a question on our Facebook account asking what strategies we would recommend using to help increase salon sales. I thought you might be interested in my response.
"We are a CPA firm that works with hundreds of salons across the country. As I look at the monthly numbers I am happy to report that service sales are back to the 2008 levels in 80+% of the salons and spas that we work with. Retail sales remain below the 2008 levels in most of the salons. Overall sales are still down for the year because of the poor first quarter.
We had one on one meetings with most of our salons in May and also did a Webinar which we entitled Survival Strategies. During these meetings we stressed the steps that need to be taken to offset the lower sales and methods to help increase sales.
Every salon and spa is different so I do not believe that there is one strategy that can be used across the board for every salon. It sounds like you are working your clients and potential clients.
A few of the items that we recommended:
• Provide great customer service. This will keep clients coming back.
• Never ever prejudge clients. The service that you are providing is an inexpensive luxury. If you look at a client and think that they cannot afford a product or service, there is no way that you will increase the ticket price.
• Prebook, prebook, prebook. Get them coming back in asap.
• Follow-up with clients, especially new clients to make sure that they are pleased.
• Fill the empty time. Learn, learn, and learn. Knowledge is Power!
• Consider increasing prices. You most likely will not lose clients if you take a small increase. Remember you are an inexpensive luxury.
• Sell retail. Not just any retail, the retail the works for the client. Remember you are the professional. You know which products work and which don’t. Get them the right product to make them look the best and you will have a client for life… and at the same time get referrals. Remember, people ask, 'Who does your hair? It looks great!'"
