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Salon Success Comes One Client at a Time…

We live in a society that is programmed for the “home run”.  People are addicted to lottery tickets and instant gratification.  We’re always preparing for the next big breakthrough that will change everything, the giant insight that magically opens every door.  Or even worse, we fret about apocalyptic endings or the big crash. 

The media feeds into this as well…it isn’t news…if it isn’t sensational.  But in reality, it almost never happens this way, in business or in life.  Products and services succeed one client at a time, as the word slowly spreads.  Salons fail as well…one client at a time as people are disappointed with results or level of service. 

If you listen to the news, we’re one step away from recession.  When in reality the country is getting better every day.  But here’s the real thing you have to understand…your reality is whatever you focus on every day.  If you focus on “lack”, that is what you will believe and that is where your life will head. 

Businesses are not built overnight.  They are built one client at a time.  The salon industry is one of the most residual businesses there is.  Therefore, things can turnaround very quickly if new clients turn into repeat clients on a consistent basis.  Of course, you have to get a sufficient amount of new clients to support the business and that’s where I see most salons running into trouble. 

Look, when times are tight…it’s natural that we pull in our horns.  We scrimp and save and hope that next week will magically bring in a flood of new clients.  Let me let you in on a little secret – hope doesn’t work.  That is the lottery ticket mentality.  That is also focusing on “lack” rather than focusing on abundance. 

One thing you have to realize is that there is a tremendous amount of money in this world.  It moves with terrific velocity and it can flow to you if you just let it.  But you have to be in the right frame of mind to attract it. 

Let me explain… 

If I told you that a new client was coming into your salon for a $2,000 service today…would you get excited?  Would you treat them like royalty?  Of course you would.  Well guess what?  That person will be worth $2,000 to your salon over a period of time if you keep them.  So wouldn’t it make sense to treat them as royalty? 

You see, if you have the “instant gratification” mentality…you don’t look at it that way.  You’re only looking at the ”visit” and not the “future bank” potential of the client.  Focus your attention on the lifetime value of the client and you will be building a business instead of just paying this week’s expenses. 

You also have to focus at least two hours a week on attracting new clients into the salon.  I know…you probably hate doing this…but each bit of marketing will add 2 or 3 new clients to your business.  Over the year that will be hundreds of additional clients added to the salon. 

Focusing on things like “Groupon” are also the “instant gratification” (or home run) mentality.  Salon owners like them because there are no upfront costs.  But, as many have already found out, there is not much of a “future bank” that gets created. 

Success happens one client at a time.  It’s not sexy and it’s a little anticlimactic – but one at a time is how a salon win’s or loses. 

And guess what…the world is not ending anytime soon.  If you find yourself bitching and complaining…take a deep breath…and quit watching the news.  Focus on your client’s experience and soon you will figure out that making money can be pretty easy and fun. 

As always, aim high…and dream even higher… 

Steve Sampson

HairMax Salon Software is a product designed to be the best investment your salon has ever made.  It is not only the easiest and most powerful salon software on the market.  It is from a company dedicated to becoming the ultimate VALUE source to the industry.  Check out my latest product the Salon Growth Blueprint if you need ideas on how to attract clients each and every week like clockwork.

Comments

4 Responses to “Salon Success Comes One Client at a Time…”

  1. Connie Nash on December 1st, 2011 8:23 pm

    Steve,

    I enjoy reading your e-mails. After being a salon owner for 42 years, I have seen many changes in this business. I have seen as many as four generations come though my doors.
    From 1985 until 1999, I had three locations, and business was good. I remember how easy it was to put on a new stylist, and within six to eight months that stylist had a “full book”.

    In 1999 when I sold one location, and merged the other two, I only did so because I was 55, and I wanted to get out of the “fast lane”, and plan for retirement. I was able to conscentrate on one large location, and develope the spa services more. Business was great, until the recession hit. I was amazing what it did to my business. Revenue dropped $150,000.

    I have a good staff, and I am trying many different things to bring in new clients, and have them repeat. This is new to me because I never had to market my salon. We were always busy.

    Yes I am an “old dog”, but I can learn new tricks.

    Thanks,
    Connie Nash

  2. Steve Sampson on December 2nd, 2011 5:18 pm

    Hi Connie, you’re right…times are different today. But I always tell people that ALL businesses need to “re-invent” themselves every 2-3 years. Or at least introduce new products, services that make a significant difference in their businesses. Heck Look at McDonalds…they’re constantly re-inventing themselves and the company is stronger and better than ever. If they have to do it…so don’t we all! Keep on plugging away…and i will help you any way I can.

  3. Lisa Goyette on December 2nd, 2011 4:03 pm

    I’m very willing to spend 2-3 hours a week attracting new clients. What do you suggest is the most effecient way to do this?

    Lisa

  4. Steve Sampson on December 2nd, 2011 5:13 pm

    Hey Lisa,

    The most efficient? That is a tough question to answer in a few sentences. I suggest that you go to http://www.salongrowthexpert.com and there is a free report that I put together that tells you the 7 BEST ways of attracting new clients. Check it out when you get a chance.

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