“My clients are coming less often”
We’ve had this consistent conversation with over 100 salon owners that Salon Owners Collective looks after worldwide.
Clients are the ones who are pushing appointments out, not coming in for the same services they used to, they’re the ones not picking up products on the way out.
It’s easy for the team to blame the clients, right?
“They're trying to save money. Everybody's on a budget, we're in a recession, and I'm not making targets because my clients don't want to come as often”
and as a result, sales become a little stagnant… which is a challenge.
If we’ve been on a growth trajectory, maintaining that momentum can feel a little bit stressful because you don’t want a rock… or even a small stone to throw your growth off its course.
And yes, Covid for many of us has made the past three years feel like a big boulder in the middle of a narrow road that we can’t quite move completely over the way… which is why we look for a silver bullet… or four of them!
We've been on a journey, on a ride and it's easy to blame the economy
- I totally get it but recessions are biased - not everyone is struggling
- so I don't want us to focus on the things that we can't control.
We want to focus on the four revenue-building tactics we can control coming into 2024.
Breaking down the numbers
Sales are plateauing, profits have taken a dip, and sometimes growth is still slowly increasing but the numbers aren’t making sense.
Typically our mind immediately goes looking for a solution. .. like, I'm racking my brains.
The numbers tell us exactly what to do but… you can’t change what you don’t track.
If you don't know what was, how do you know if you’re creating change?
Is it going up or is it going down? You first need a baseline.
And I really want to encourage you that if that's you and you've dropped some of those balls or it's become boring... Because as hair and beauty owners, we don't see ourselves as NUMBERS PEOPLE
I know, data entry is boring as heck but how will we know our weak points, or what promotions to do or what to say to our team if we don’t really know what’s going on?
Knowledge is power.
When you start looking at the numbers, you’ll find your hero service!
It’s your service that:
- is a high profit,
- in high demand,
- and is easy for you to serve.
When you start looking at your numbers, you’ll be able to find solutions to your problems… and start bringing in the revenue!
5 Meeting Rule... trust me it's not that many meetings!
When there’s a big boulder in the road, you need to go back to basics to move it out of the way.
It's easy to drop some of the balls - or basics - when things get stressful and I'm encouraging you to not let these five meetings drop out of your calendar to be deprioritized.
- Morning Huddles - Morning huddles are one of the easiest fastest and most consistently reliable ways to lift income if you direct the focus towards, it's the huddle before the big game!
- Team Meetings - I believe team meetings should be every single week and keep communication up. Performance is up when communication is up - consistency builds a brand.
- Training Workshops - I never have time to train or coach my team one-on-one as much as I would like to so doing workshops and killing five birds with one stone is very useful in terms of high impact for your team and low delivery for you as an owner you're busy enough. This should include TIHWDIH, Sales strategies, how we consult & how we serve around here… - not just technical training
- One-on-One - I think one-on-ones should be, could be, would be anywhere between weekly and monthly, depending on the competence and confidence of each team member.
- Regular Leadership Team Meetings - No more hallway management. You need a really clear agenda, those things are the things that can fall off when things are sort of going south.
Consistent communication with your team helps keep them focused, they know what they need to do to book clients and meet targets.
Remember to breathe and have FUN
As an owner, we can easily feel like we're repeating the same shit on different days, but remember to keep things fun and light!
Yes, we need to keep the team focused on their targets with promotions but try to inject some fun into it… without throwing the baby out with the bathwater. Trust me, they’ll be more motivated and excited to come to work if there are elements of fun.
There is a fine line between fun & change but keep hold of the SIMPLE things that work... on repeat!
We're salespeople, and so is your team
The last thing on back to basics is sales!
You are a salesperson - I know you think you’re a creative or a service provider BUT
You’re not really selling hair or beautiful skin… you're selling the time of your team. So to keep on top of your appointment book, you need to keep on top of your team in training them on how to manage appointments or upsell services.
This will help keep them focused on the biggest thing… your Salon’s growth and revenue.
Sales doesn't have to be salesy and it shouldn't be salesy for sales' sake, we're not selling shoes. Remember the previous point of having fun… just remember that!
It's the 1% factor of combining the lead bullets of numbers, meetings, fun and sales that will create that one key silver bullet to move that boulder out of the way. When we’re putting all of these steps in motion, things will get easier. Clients will start coming in and our team will begin hitting their targets.
No more blaming the clients, step into building a winning culture in your salon - one where the client, your team, you and the Salon all win.
Start putting inputting that data, scheduling team meetings and planning upskilling workshops for the whole team. And why not, start adding a little fun to things now?
Don’t let the Covid boulder bring you down, you will beat the recession with these revenue-building tactics in 2024!
Salon ownership can feel lonely, especially after the past three years. But you don’t need to push the boulder alone. I created The Salon Mastery Programme for Salon Owners, like you, can connect and share how they’re growing their business to achieve all of their freedom and profit dreams!
If you want to join this community, please reach out, I’d love to chat. Let's find out if Salon Mastery is a good fit for you.
Let's keep the convo going...
Come & chat with me in messenger... I'd love to get to know more about you & your Salon.