| Probably the most powerful view
you can offer your customers is no view. This is by far the last
thing you want them to see, but unfortunately it is all too
common when business is slow. It is an important lesson we must
all learn; if you aren’t busy, look busy! Your motivation will
draw customers through the door; it will positively send the
message that you are indeed open for business, and not waiting
to leave. There are several key functions that will help you in
productively using this time to move your salon above the rest.
Renew Your Displays
Retail displays should never become stagnant. You want to
continuously change their look in a significant way to attract
your customers’ attention. If you are seeing your customers once
every 60 days then your displays should be altered in that time
period as well. By alternating products, changing adds, and
adjusting lighting or fixtures your clients will notice the
change and take a closer look. You want your customers to be
drawn to your displays in the hope they will pick up the
products, as it is well known that touch will begin a bonding
process.
Build Your Skills
Use this time to work with your personnel on skill building.
Every member of your team has their own specialties that they
can share. Take the time to share tips, teach new skills, and
practice with one another through trial and error. This practice
will decrease competition among staff and help build store
quality as a whole, while promoting personal appearance of each
member of your team. Your customers deserve the best, and so
does your staff.
Product Knowledge
Take the time to go through you product lines and learn them.
Can you list reasons why you have a specific brand of product?
What does this product offer your client and why? Customers tend
to purchase within the same product line, can you recommend the
proper line to suit all of your customer’s needs? Learning the
product lines you offer will create a confidence in being able
to endorse them which will help in the sale. Your customers will
purchase more when they trust in what they are purchasing.
Get to Know Your Neighbor
Slow times are great for taking a closer look around. Try
expanding this look by including your neighboring businesses. Do
they offer a service that you don’t? Would a combined offer from
this business in conjunction with yours be beneficial? A shared
marketing venture in the right demographic location could prove
beneficial to both you and your customers. Take the time to
approach these businesses with your ideas and come up with a
presentation and a special offer that would appeal to both sets
of customers.
Plan for the Upcoming Season
Is spring and summer approaching? Use typically slow days to
invite friends and family, or even preferred customers to your
business to try out new techniques in wedding and prom styles.
Sharing the most recent trends and styles with your preferred
customers will promote excitement and bring new customers in
from word of mouth referrals. Obtain some banners and posters
from suppliers to brighten up walls to help keep you and your
customers in tune. Your customers want to feel special and by
sharing this opportunity with them will increase talk of your
business.
Backup and Update
With days seeming to run together and life being more hectic
than ever, backing up your customer information is easy to put
off. It is crucial to take the time to do this each and every
day. Without backing up, you are potentially throwing away your
clients. Take the time each evening when things slow down to
backup your computer data. Even if you have a slow spot during
the day this can be done. Look into automating backup to online
server storage. Many of these services are free for small
storage. Another way to utilize these times is to take the time
to upgrade the software you have. Staying on the leading edge of
technology will help you advance above the other salons. This
may seem like too much of a hassle, but it needs to be made a
priority, just like staying current with the latest styles.
Personalize
Sharing a personal moment with your customers is something
that will make an unforgettable impact on them. Take the time to
call them about a new product you think they will enjoy or a
special on something they frequent. Write a thank you note for
their repeated services, or just to say hello or show concern
about something they shared with you. A birthday card with a
special discount just for them is a great way to bring them back
and make them feel special. Try sending “haven’t seen you in a
while” cards to customers that have not been in for a while, you
can do this from lists obtained by a database query most
software programs will run. In making this extra effort they
will not only feel special but feel bonded to your salon as a
friend and not just a number. |
