What’s Your Salon’s Competitive Advantage?
I recently took a course on “What makes companies great?” and I came away with something that I really thought would apply to your business. It certainly applied to mine.
So, here is the “cliff notes” version of what I learned in the course.
If you’re in business, and you can’t identify a clear “competitive advantage” over other people in your marketplace – you’re going to struggle. It’s really that simple.
Now, that doesn’t mean that you’ll go out of business. It just means that your business will plod along never really reaching its potential or your dream level.
I mean, think about it. If you can’t articulate a specific reason for people to “do business with you” versus any other salon in your area – how can you expect a potential client to? You really can’t. So ask yourself this question:
Why is your salon really “different” than any other salon in your area?
Go ahead and start listing the reasons. And when you stop writing, look at the list and ask yourself this very important question:
Are any of these things, that I listed, really important to the customer? If they’re not…then they don’t represent a true competitive advantage. So, let me backup for just a second.
What exactly does constitute “a competitive advantage”?
Well, it’s probably not what you’re thinking.
But in a nutshell, it’s the reason why a person chooses your salon over another one down the street. It’s something that – if their friends asked them why – they could tell them pretty quickly.
Here are a few examples of what your competitive advantage could be:
- You could employ the most trained and talented stylists that deliver services that wow a client almost every time.
- You could specialize in a specific type of service that nobody else in the area does
- You could deliver a customer service experience that people can’t stop talking about
- You could provide a level of “personal” contact and connection that your competitors could never replicate
- You could be on the “cutting edge” of bringing new styles, color, and hair designs to your clients every month or so.
Whatever it is – it should identify your business as “different”.
Look, I don’t think either of us got into business because we wanted to “struggle”. Am I right?
Well, take some time and try to differentiate your salon from the competition. In marketing, we call that a “hook”. Come up with what your salon’s “hook” will be going forward. It will save you a lot of heartache down the road.
I mean, if you really think about it, the new features in HairMax 11.6 can help you with both number 3 and number 4 in the above list. Go watch the video again on building an email list.
Oh, and by the way, you might be asking, what’s my number one competitive advantage over every other salon software company in the world?
Well, mine is very simple.
You’re reading it right now.
Best Regards, 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.
Thanks for another though provoking email!
I always read these, because I get something out of your articles, and they don’t take too much time up, either.
I am a while away from purchase, but HariMax is the salon software of choice for me.
I have purchased the HairMax Salon software and I am very happy that i did. I have had the most amazing experience working with Steve Smith at HairMax. Before i made up my mind if i wanted to buy this software, he work with me to completely understand how to set up and work with the program. This program is great just purchase it and get the total experience for yourself. I really can’t see why you would buy any other program if you have not give this one that thirty day trail. It really made up my mind for me. Sincerely, Tony Collins
Because you’re emails news letters are so informative, I wouldn’t dare not open it up and read EVERY word. I’ve been using Hairmax Software for 7 years now, and can’t wait to upgrade to the next and newest version. Having Hairmax and relating to Steve who maintains my web site monthly, I feel like I have something that towers over the other Salons in my area. I can track so many important things that help my business grow. My latest excitement and goals to master are increasing the client email list, with that, attaching a link to become a fan of our facebook page, continuing to track new clients each week and sending them a thank you with another $10 gift card to return, upgrading our Hairmax software, continuing with Steve’s abilities to maintain my website monthly, (keeping us at the 1-2-3 top google search), and market, market, market! Right now we’re doing a pre booking promotion until the end of December. If you prebook your next 2 appointments, you can enter to win a FREE service. So far, IT’S WORKING! Thank you Steve for all the direction and knowledge you give to me, and looking forward to all the more you have coming….
I became a salon owner…March of 2010 and was very overwhelmed with it all. I googled salon software for salons and thank goodness HairMax was on the list. After much consideration, I chose this software. I believe it truly was the best business decision I could have ever made. Steve Smith has tutored me through this whole experience. With his help and encouragement my business has been a success.. I can’t thank him and Hair max enough!
Vickie Harness /owner stylist
This is a great article and definitely something we make sure our clients know. Finding that competitive edge is a key to building a successful marketing campaign for any business but also for salons and spas. Salons really have to dig deep and ask themselves what separates them from others. Great points you mentioned in this article.