It used to be that a salon could almost just "smile and look pretty," and that's all it took to be successful, or at least to stay in business. Today we're seeing a drastic change in the salon industry, making it very necessary to take a different approach to attracting and retaining a loyal and profitable clientele.
Many salons try to build their business by relying strictly on advertising or walk-in clients. Statistics show, however, that the retention rate for new customers who are referred by loyal salon clients is far greater than the retention rate for new clients who come through advertising or walk-ins. Therefore, the way I see it, it makes more sense to focus on your existing clients and motivate them to want to refer their friends. How can you do this? By offering unbelievable customer service through the 5 Senses Program. Not just good customer service. Not just satisfactory, status quo customer service. But unbelievable customer service.
In Kenneth Blanchard's wonderful book, Raving Fans, he says it's not enough to have a "satisfied customer." Have you noticed that customer service in most industries has gone downhill in the past ten years or so? When you're out shopping for clothing, you almost have to pretend you're stealing something just to get a salesperson to come over and say hello.
These days, it's not enough to have a satisfied customer, because your clients' expectations are so low that they'll be satisfied if you just don't slap them! In his book, Blanchard says you need raving fans, clients who are so excited about their experience in your salon that they eagerly tell all their friends about you.
I believe we need to take a different approach to looking at the salon industry. It's not about just having salon owners, managers, receptionists, hairdressers, and clients. Instead, we need directors, producers, choreographers, prop people, actors . . . and an audience! When was the last time you received a standing ovation from your audience-your raving fan clients?
To desperately try to increase their revenues, some salon owners spend a lot of money remodeling their salons so they can visually appeal to their clients, which is important. However, human beings have five senses, and salons need to appeal to all five. Using the 5 Senses Program will help you implement unbelievable customer service and attract and retain those ideal clients. In the meantime, just remember that you're an actor, and it's time to do everything in your power to give that sold-out performance and earn your standing ovation!
Sight
The first thing that comes to mind on how you can visually appeal to your customers is cleanliness. I can't stress enough the importance of having a clean salon. In fact, your salon should be cleaner than your client's own home. If your client keeps an immaculate home, and then sits in your stylist's chair and sees clutter all over the station, personal pictures all over the mirror, and hair all over the floor, it won't matter how great the haircut is because you've already offended the client.
Hanging fashion posters in the salon is another great way to visually appeal to your clients. They help dictate what the salon represents. Along the same lines, only subscribe to fashion magazines. Get rid of those gossip tabloids!
Visually, one of the greatest things your salon staff can do to appeal to the client would be to improve their appearance. It's important to look the part of a professional and to dictate fashion. Would you trust a dentist who didn't have any teeth?
Smell
This second sense is why we have the wonderful fragrances in the products we use on our customers. Create a dialogue with your customer about why certain herbs or ingredients are contained in the products you use.
It's also important to consider the air quality in your salon. If cigarette smoke offends just one customer, that's one too many!
Taste
Do you offer refreshments to your customers? If so, great! However, I'm more concerned with the presentation than with the type of refreshments you serve. I didn't realize the importance of this until I went into a salon and they offered me champagne. I thought to myself, Champagne! That's great. But it was served in a paper cup! Was I impressed? Not at all! Although it may be labor intensive, it's worth the effort to serve champagne in a glass, and coffee in a mug. Remember, your clients could get a great haircut down the street for the same price, but they might come back to you simply because you serve coffee in a clean, nice mug. And besides, Styrofoam cups offend some clients.
Hearing
In terms of music, you'll want to provide a soothing and relaxing experience for your clients. Yet certain staff members may want to listen to head-banging rock and roll. Who are you trying to cater to-your staff or your clients? Your staff may say they want rock-and-roll music to keep themselves motivated throughout the day. However, your staff's motivation shouldn't come from the music you play. Experts say that the best type of music to listen to in a salon environment is light jazz.
Touch
A recent survey showed that what clients liked best about their visit to the salon was the wonderful massage at the shampoo bowl, the manicure station, or during the facial. Unfortunately, stylist surveys show that what they hate doing the most is the massage at the shampoo bowl. Stylists know it's what their clients like the most, and yet maybe only one out of ten stylists can honestly say they give every single client a wonderful massage, every single time.
Salons that are truly dedicated to making more money, and therefore are committed to quality customer service, will guarantee a five-minute, stress-relieving, relaxing massage for every customer, or the entire service is free! Remember, unbelievable customer service is not optional.
Using the 5-Senses Program will help you implement unbelievable customer service, and in return attract and retain ideal clients. Remember that you're an actor and it's time to do everything in your power to give that sold-out performance and earn your standing ovation!
By Win Claybaugh
they said i need to learn and brush up on my interview skills any comments would be nice thanks
