Create fans for your salon not clients

It’s not enough to attract new clients, salons need fans, says Alan Austin-Smith. Nobody is disputing the fact that business today is pretty different to how it was just a few years ago. Possibly most important is that your client’s loyalty to their salon has changed. This has been driven by discounts, offers and deals by other salons encouraging your client to try them, where in the past they would never have dreamt of going elsewhere. However, it’s what they found in those other salons that had the biggest impact. In many cases they found another good hairdresser, in a good salon, offering good service, nice coffee, herbal tea, a relaxing scalp massage, and so on… In other words, they discovered that what they had previously perceived as special in their salon, had actually become normal in most good salons. The danger of this is that price becomes the key factor in a client’s decision making, which is detrimental for our industry. So how do we change things? PEOPLE NOT THINGS In the past, salons, restaurants and hotels had focused on creating their wow-factor with things, for example refreshments, flowers and decor. The problem with this strategy is that a) it is too easily copied, and b) it is not sustainable, as what was wow in the past very quickly becomes the norm today. It is your team that will wow people and get that loyalty back – not things! BOOM-YEAR GRADUATES We have a generation of hairdressers who graduated in the boom years – they came and had a busy column very quickly, almost without doing anything. It’s not like that anymore but they don’t seem to do anything about it, other than moan about not being busy! However, we have to teach them how to build a column, as it is a skill they have never had to learn in the past. When a stylist realises that their column is their future they will be more motivated to take control of it. TURN CLIENTS INTO FANS – RAVING FANS The goal is simple – when a new client comes in, you have to turn them into a fan. Clients are customers, and customers will shop elsewhere on price but fans will never leave you! Now turn your fans into “raving fans”. People who rave about you to other people. It’s a very simple system: 1 Get a new client. 2 Turn that client into a fan. 3 Get your fans to get you new clients, who you will themselves turn into fans. In my experience though we are often only doing the first step by just getting new clients in with discounts who will then just follow the deals around town. Obviously, client loyalty systems and “recommend a friend” schemes all work here, as well as a culture that makes people feel fantastic. Although, the key is inspiring and educating your team to make it happen, which of course starts with the salon owner being positive and focused on what needs to change. We don’t need more clients – we desperately need more fans! Alan Austin-Smith is founder of The Fantastic Hairdresser, delivering education to salon owners and hairdressers across the globe. He has more than 30 years of experience in the salon industry. www.fantastichairdresser.com