In ancient times, columns supported monolithic structures, keeping them firmly in place – a fairly accurate analogy of what salon appointment books used to be like, the strong columns supporting the business.
But like the crumbled ruins of columns dotted across the globe, no longer displaying their strength, salon columns have become less the determining factor in how successful a business is.
A Measurement of Success
A salon column shows the state of play with client visits with most salons noticing a shift from six weeks to eight or nine weeks before a rebooking is in place. Likewise, the start of the week is generally seen as quieter with pockets of ‘free time’ in most columns.
So how do we generate revenue that compensates for the lack of physical clients in quieter times and how do we make all columns stronger? Upselling is key.
Be Colour Conscious
With new technology bringing innovation to the market all the time, now is a great time to capitalise on the ever-burgeoning colour service market with something other than just a new shade. Colour services are an excellent tool to generate additional revenue.
Be Time Efficient
The time factor is minimal, but the care factor should be extended. This is an ideal opportunity to use a ‘gap’ in the column to deliver a consultation beyond excellence that fully explains everything to your client. The use of the time can then generate the necessary commitment from the client to go ahead with this new service.
Treat Clients to Hair Treatments
Treatments are still relevant in the salon, offering a luxury service that elevates the salon experience to a higher level. If treatments are to be recommended, then the experience must be a worthwhile one for the client to invest in. For example, gowns and towels should suggest a luxurious experience that differs from the norm.
Promote Loyalty
Use loyalty cards, bring a friend promotions, and additional services to help increase client visits and rebook appointments. Always be the epitome of professionalism – this isn’t about a hard sell; it’s about being a professional column builder.
Are the days of strong columns over? Not at all, but hairdressers need to look at their column like it’s their own business and maximise the productivity every day. This means analysing the bookings regularly, planning ahead and not arriving at work glancing at the appointments and resigning themselves to the fact that they are having a quiet day. Their ‘business’, their column, needs to be strong to help support the salon structure.
Column Builders
- Maximise colour revenues by offering new colour services, even to regular colour clients.
- Increase the luxury element of treatments to make them a real experience for the client.
- Check your column regularly – plan the potential upsells in advance.
- Remember that ‘your’ column supports ‘your’ salon business.
- Use promotional activities to encourage new and existing clients to visit more often.