Julie eldrett demonstrates how clients see your salon

Julie Eldrett's Business Extra seminar at Salon International delivered a straight to the point, easy to grasp picture of how customers see their salon.

Entitled 'View your salon through the customers' eyes,' Julie presented research that she had commissioned in order to demonstrate just how salons are perceived by their customers.

With research showing that clients are returning to the salon less frequently than in the past, understanding how your customer views your business has never been so vital.

But how do customers really view their salon and what could be done definitely to improve user experience? Julies shares her thoughs.

Research Findings

• Are you really listening? 
  
  The research showed that 42% of clients visit the salon with a new look in mind, but end up coming out the same.
  
  "Saying to a client 'what are we doing to your hair today' is not what they want to hear, they want you to tell them! Why not say to them 'are we maintaining your hair today or do you want something different'?" she suggested.



• More than just a haircut...
  
  30% of a salon visit equates to the technical experience, while 70% is the emotional experience.
  
  "How did that person get served, how was she treated? We have to be really aware of what the customer is seeing and feeling," said Julie. 



• Retailing is not selling...
  
  78% would be more likely to buy from the salon if the stylist explains the benefits and why they used specific products.
  
  "Don't be frightened to give them the advice that they want. We have thousands of wonderful hairdressers and thousands of customers who want advice." 



• Ensure your client has confidence in your brand...
  
  Perhaps the key statistic in Julie's research was the fact that when 100 women were asked the main reasons they would return to a salon, reasons included their stylist listening to their needs, they leave the salon feeling great, and that they trust the salon. 



• How to become customer focused....
  
  The research clearly showed that trading on any high street or shopping centre is tougher than ever.
  
  "If you want to give them the wow factor, record cards are a must. They're not just for technical- they are for the little things that make such a difference," said Julie.

Future Strategies

• Giving your customer prescriptions for their hair will define your position as the expert...
  
  "Show them how to maintain their hair at home - they are your biggest advert. You are not selling - you are a professional with huge amounts of information- give this information to the customer."



• Training is fundamental and this is not a time to cut back on mentoring your team and on-going training...
  
  "Behaviour breeds behaviour. Don't ask anyone to shampoo or give anyone a coffee if they are not going to do it with enthusiasm. People will go elsewhere and it is often the smallest of things that make them leave."



• Finally, don't forget about the details...
  
  "It's all about showing you care. Ensure your salon is free from dust, there are no marks on the floor and you have a spotless toilet. You need to impress and the team need to totally understand what they need to do," said Julie.