What It’s Going to Take
Elizabeth Brown | elizabeth @ 12monthsofmarketing.net
Be InPulse Branding, Marketing and Design | beinpulse.com
What is it going to take?
You find yourself at the end of another day at the end of another week at the end of another month well into a year where business is just not what it used to be. Revenues are down, clients are waiting longer to come in, clients are taking on their own color and foregoing regular spa treatments because – like you – they are impacted or just plain scared by the new economy.
So you are waiting. You are waiting for clients to call. You are waiting for them to start coming back in more often. To realize they can’t live without you. To realize they are terrible at doing their own color. You are waiting for things to “get back to normal.”
I am here with news: this is the new normal.
Or more accurately, the new normal isn’t here yet. You can either shape your new normal, or you can wait for it (and begin thinking what it is that you want to do in your next career or when your salon is sold or closes).
The era of decadent, confident, free spending is over. Even as the economy recovers, consumers are not going to forget what the many months or year has felt like; wondering whether they would be next to receive a pink slip, giving up tens of thousands in equity on their homes, shaving the budget of ‘extras’ in order to ensure that basic needs are taken care of, and just how plain scared they have felt because they had not planned for this future.
Even as the economy recovers, consumers are going to be much more selective in how they spend their dollars. The old model for your business is not going to work in the new economy; you simply cannot support your business with a “wait and hope for the best” mentality.
This is not bad news, this is opportunity.
I know that change is hard, and I know that it is going to take a certain level of discomfort to move you to the place where changing the way that you do business is less painful, less uncomfortable, than continuing to “wait and hope.”
What is it going to take? How long can you maintain your lifestyle at your current level of income? What happens to you if 10 percent more of your clients begin doing their own color. Their own nails. What if 10 percent more of your clients switch to drugstore skin care and cosmetics? How about 25 percent? How about half?
What is it going to take to motivate you out of your comfort zone and into actions that can give you back control over your own present and future?
You have the opportunity as an individual stylist, therapist, esthetician or salon owner to take control of your own income, your own business, your own profitability and your own future. But you have to be willing to do things differently than you have before. You have to build social and professional networks and communications. You have to reach beyond traditional services and partner with other business professionals (and there are HUNDREDS to choose from, many of which are already in your clientele). You have to create a retail atmosphere that transforms your salon or spa from somewhere your client might accidentally buy a product or two during the year into a retail offering that ensures that clients will purchase from you every time they come in because they look forward to what fun, decorative, poignant or sassy item you have added.
You can no longer just be the person that does your client’s hair every 6 – or 10 – weeks. You must be a style and design consultant, a moment of sunshine, a resource for information, fun and social connections.
I know that it sounds daunting, but like anything else it starts with a decision, a determination, a moment of courage and leadership on your part to do something, try something you haven’t tried before.
Like anything else it starts with one action, one idea, one new activity. You don’t have to have everything figured out and you don’t have to have money to do it.
If you have the courage and have made the decision, you are halfway there. The first time, the first event, the first activity will be the biggest learning curve, but once you start working to create fun, adventure, social activities and event you will wonder why it took you so long to start.
12 Months of Marketing, available for purchase online or from Salon Services and Supplies showrooms and consultants is one way to take control of your own future. It provides you with a list of basics – thanking clients, giving out business cards, asking for referrals, and a long list of business people that you could work with to share contacts, marketing or event costs. Each month provides you with enough ideas for hundreds of options, but then focuses in on one or two big ideas.
You must begin thinking two-three months ahead. For instance, by April 1st you should begin selling through Mother’s Day ideas to clients. You should be collecting e-mail addresses and creating simple or complex e-mail communications (i.e., you do not have to wait until you have hundreds of names in your database. If you have 5, send them something. If you have 500, send them something. If you have 5,000, send them something. Start with what you have and build from here).
April - May is a good combination for you to take a small step.
April is de-stress month and a good opportunity to purchase aromatherapy products such as LOMAtherapy or Davines candles and room sprays (two items, by the way, that I have personally purchased in the last 3 months and which I gave as Christmas presents to all my favorite women).
Even as a stylist, you can purchase as few as 5 or 6 of each, combine them with gift certificates, place them in a pretty plastic bag or basket and sell these during April as “de-stress” gifts and in April and May as Mother’s Day gifts.
Send a postcard, notecard, or e-mail to your clients letting them know you have a limited number of these packages, and make sure they are visible on your station when you have clients in the chair. If possible, create gift certificates in “two’s” and give clients a discount if they are booking in themselves with their mom or daughter – especially if mom or daughter will be a new client for you. Or a lip gloss display.
The point is, you can start small and grow to larger ideas, events and promotions.
The point is, to start.
Elizabeth Brown
elizabeth @ 12monthsofmarketing.net
Be InPulse Branding, Marketing and Design
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