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Loosen Up Tippers in a Tight Economy
Elizabeth Brown | elizabeth @ 12monthsofmarketing.net
Be InPulse Branding, Marketing and Design | beinpulse.com
‘Exceptional customer service’ is supposed to be the norm at so many businesses that what is supposed to be ‘exceptional’ is now the norm – get it?
Waiters at my favorite restaurants love to see me come back through the door because I am an incurable over-tipper. In fact, one time when I treated my fiancé to dinner, he took a look at the tip I’d left and said he wished I tipped him for mowing my lawn.
It’s not that I don't know how to “double the tax” or calculate a percentage. It is out of sheer appreciation for good service, a friendly attitude, and the knowledge that people who work for tips truly need them to make their living in addition to their hourly wage. And of course the knowledge that everyone doesn’t always tip appropriately – I am sure that the good karma will come back ‘round to me!
During college my bread, butter and tuition depended on tippers entrusting their cars to valet staff at an upscale hotel in Grand Rapids, Michigan. With base pay at just a couple of dollars an hour, tips were needed just to achieve minimum wage, let alone provide a livable wage. I doubt that most guests gave it much thought, but for the most part, they rewarded good attitudes and service with gratuities.
Another interesting tidbit about tippers: you can’t judge a book by its cover. As a valet, sometimes you would find that the guy with the BMW would skate, while the guy with the Ford Taurus paid for dinner. With no rhyme or reason, you soon learned that you give good service, provide directions and assistance and do it with a cheerful demeanor because it is who you are, rather than playing any games for tips. If you don’t have good interpersonal skills and really don’t care about other people, it comes through, no matter what kind of job you have (and if you don’t have them, maybe you shouldn’t be in a ‘people’ business!)
We all know the economy is tight; in fact, we’re tired of hearing about it. Even writing it feels cliché. Fewer customers coming through the door, and some come in less frequently. Business is slow and tips per client are down no matter what gratuity-dependent profession you are in. And it’s not about greedy or mean-spirited customers, either. As you know from daily interactions with clients, they are hurting too. You would probably rather that your clients continue to come in to you for services, even if they don’t have the money to tip you at the end of their appointment, than to stay away.
While you as stylists, estheticians and therapists put your heart and creativity in to your work, delivering professional, caring, thoughtful service to each client who comes in the door, your efforts may be consistent but are no longer as consistently rewarded.
The good news is that the same principles that work to build business, referrals, retail sales and client loyalty help to build compensation—and tips, as well.
The phrase ‘exceptional customer service’ has been overused to the point that it no longer carries weight. ‘Exceptional customer service’ is supposed to be the norm at so many businesses that what is supposed to be ‘exceptional’ is now the norm – get it? But while many people say that their business provides it, few do. While many people, when asked, assert that “the difference” in their business is their people, how can it be proved? The difference in any business is the unique blend of individuals who provide services and products to customers.
So how do you use your unique blend to really make a difference in your business?
By definition, what is “exceptional” is beyond the norm. If the norm is meeting client expectations in a courteous, personable way, in a clean, welcoming environment, providing them with the desired results for hair, skin, nails, etc., then you have to know how to exceed expectations in a way that is exceptional.
This hit home to me last week in a powerful way. My mom is considering switching dentists, and I made a recommendation. She didn't ask if the dentist had a soft touch. She didn't ask if his staff was nice. She didn't ask about the quality of his work. She asked me if the dentist I am recommending does ‘Paraffin dips.’
When I asked what she meant, she told me that her current dentist dips her hands in a paraffin dip and then wraps them in plastic at the beginning of her appointment. She says she is more relaxed and she “stays warm” all during the procedure; plus, days later, she still has baby-soft hands! At her last visit, to top things off, she was awarded the daily flower bouquet from the staff.
This, my friends, is exceptional! Can you imagine a scenario where your client recommended that their friends come to you for service, and they were asked whether you provided teeth whitening services? Or had a gift shop? Or served lunch? Or had a certain style of clothing or accessories for sale? Or provided some other non-salon-traditional service or product?
Salons and stylists who truly want to set themselves apart simply have to go beyond the norm in order to do so. Whether it is in add-on services, samples, or the environment and “extras” available to clients within the salon itself, something needs to be more than what is expected.
It is exceptional to provide a client with a free sample; whether it is a product sample, or a free mini add-on service. It is exceptional to give the client a quick touch up around the edges of their foundation, blush, and eye shadow after their shampoo and style. It is exceptional to provide a client with a hand-massage or brow wax while conditioning at the shampoo bowl.
Give clients more, unique reasons to visit your business. It is exceptional to schedule wine tastings, fashion shows, bridal fairs, baby showers or bridal showers, girls nights out – etc. – in the salon for clients. It is exceptional to find partners such as party planners, the owners of local shops and restaurants, local celebrities or civic groups and the like to partner with to cross-market and hold cooperative events. It is exceptional to create and organize “buy local” campaigns within the community (particularly relevant with the holiday season closing in fast!)
And sad to say that even after all the reminders that service professionals are given on this point; it is STILL exceptional to send a personal thank you note, client or referral reward in the mail after an appointment. (But happy to say, it is SO easy to do!)
Set yourself apart. You know the value of ongoing education; but how many times do you make your clients aware of recently attended classes, the quality of the educators, the cost of the class, and how many times do you make it a point to tie that in and actually verbalize to clients that you spent this money specifically so you could bring them this new, improved result? Have you considered setting up an event immediately after receiving new technical education and inviting VIP clients in for an exclusive demo show? Do you cross train employees in new technical skills and demonstrate this through pairing while clients are in the chair?
You set yourself apart by providing samples of products and mini-services, verbalizing the benefits to clients, and making it easy for them to purchase retail products or do a full-size add-on at their next appointment. According to stats released at this year's Symposium, consumers view their stylists as the experts on products and yet overwhelmingly indicate that their stylists continue to remain silent about products during appointments.
Demonstrate your expertise to clients by taking the time to understand their specific hair and skin needs, to address them honestly about these conditions, and to have the right products to recommend to them. Products not only intended to bolster retail sales, but products which honestly deliver real results clients recognize through use at home.
Finally, as a salon owner or manager, you may need to educate clients who may be unaware of the extent to which stylists or booth renters in your salon are dependent upon gratuities over and above the cost of services. Just as some corporations provide constituents with an “annual report,” you can get creative in your communications with clients to let them know where the dollars go, and ask for more referrals, client feedback, and more.
Elizabeth Brown
elizabeth @ 12monthsofmarketing.net
Be InPulse Branding, Marketing and Design
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