In a perfect world, every walk-in client would become a regular client. Unfortunately, that’s not the case. Therefore, it’s imperative that salon owners take the time to get to know every client that walks through your door. Investigating why and what is keeping their regular client’s from going to another salon can only help increase your salon’s earning potential. Demographic information is the best way to learn about a client’s lifestyle and needs.
Your salon’s location says a lot to a potential client. For instance, if your shop is located in a high-end commercial district, then people expect the salon to reflect a sense of luxury and high quality. Use these logical assumptions as a tool to help you gauge client expectations. Marketing and Business Consultant Danielle MacInnis describes how a typical client assesses your salon, “Unconsciously your customer is progressing all the time. Her unconscious mind is looking for cues that say yes this meets my expectations. She is thinking, “I like the decor, the buzz, the style, the color, the people. Or no, this doesn’t appeal to me.” You have the power to reverse a negative outcome by tailoring your salon to identify with the ideal client.
Understanding the client’s needs and lifestyle is the first step. Think about the common characteristics your regular clients possess. Ask yourself questions like:
Are they constantly on the go?
Do they enjoy reading?
Do they have children?
Are they tech savvy?
Styleyourwaytosuccess.com suggests great ways to market women on the go. They believe “A salon looking for women on the go like students, stay at home moms and busy single career women need to capitalize on three key factors: sensible pricing, prompt reliable service and a bit of much-needed pampering.” Once you know more about who the client is, then you can formulate and/or adjust the services and prices to match their needs.
Knowing a client’s income and service expectations can help you adjust the pricing and services you provide. Salon Voices makes finding this information easy with our demographic survey. It’s an excellent tool that enables salon owners to maximize their salon’s service and product sales. Businesswomen who always have their laptop when they come to your salon clearly value their time. Offering free wifi or getting services done in a time-efficient manner would show the client that you’re aware of that and want to accommodate their lifestyle. In addition, they might also be willing to pay more for an express service that allows them to get in and out quickly. Melinda Gaines adds, “You shouldn’t necessarily make every change that your target market demands, but the changes that will benefit both the customers and your business.”
Once you figure out what strategy is mutually beneficial for the salon and your regular clients, you can create marketing to gain new clients. For example, if your salon specializes in providing a family environment, you can distribute business cards, flyers, and/or coupons in places where families frequently visit like restaurants, grocery stores, and day cares. Emphasize why your salon is family friendly in the marketing materials with eye catching phrases like a “Wide assortment of children’s books available”, “One stop shop”, or “Extended Weekday Hours.” Nella Verde believes offering “leads to share a prospect with you through ‘Buy one, get one free’ coupons, or 25 percent off if you bring in a friend” is an effective idea way to entice your prospects.
We’ve told you why demographic information is important, but we want to hear from you! Let us know how demographic information has helped your salon.
For more information on the benefits of demographic information, visit inc.com!
Salon Voices is the leader in Social Networking Operations and Reputation Management focused on salons. The challenge of promoting your salon’s accurate images rests in your hands. Salon Voices delivers the true face of your hard earned reputation to your current and potential customers. Salon Voices combines social networking reviews with confidential insight from your regular and consistent customers to give you a concise analysis of your business. For more information visit http://salonvoices.com.
