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How to increase the turnover of his hairdressing salon? This is a real problem faced by many hair salon or beauty salon managers. Most salon managers have been trained to be hair and beauty professionals, where "business" training is too often forgotten. Little or no knowledge of business creation and management is passed on to you. It is therefore quite natural to feel a certain vagueness about certain aspects of management, sales or communication, especially if you are just starting out.
In the rest of this article, we present you with various tips that will help you increase the turnover of your hairdressing salon . They are based on the three pillars: increase the average basket, increase the number of visits, bring in new customers .
To increase the turnover of your hairdressing salon, we advise you to firstincrease your average basket... Be careful, this does not necessarily mean increasing the prices.
"You're a hairdresser, not a salesman" is a phrase we hear a lot. It is precisely because you are a hairdresser and you know your job that you will be able to advise your client on this or that product. Don't be in a purely commercial approach, but in a support approach. In this way, the customer will be more confident and will be more likely to buy one of your products.
The sale of a product is divided into several steps that you need to know to facilitate the act of purchase.
The diagnosis is a privileged moment with your customer. Take the time toreally evaluate the hair, while asking as many questions as possible to learn about your client's hair care habits: what products does he use, how does he care for his hair, what would he like to do?
In order to complete your analysis, please refer to his customer file. This will also allow you to find out if he has already bought products in your living room. This is when you can predict the products you will use during the service. The products that the customer will be the most likely to buy.
Throughout the service, share your knowledge with your client, he or she will appreciate the exchange, feel reassured and have a sense of empowerment. Talk to him about the products you use: why the brand, what are the benefits, how long does it take to see results, etc. Place the product in front of him: this will create the desire to take the product in your hands. The customer will feel a little closer to the product. If he or she looks at it, reads the instructions or takes it in his or her hands, it means that he or she is already considering the purchase.
According to the history of your customer file, you have two possibilities at the end of the appointment .
Case 1: Your customer has never bought any products from you, but you have just told him about a product that will improve the health of his hair. Better yet, your client seemed intrigued by this product. So it's time!
Put the product in question on the counter and offer it to him! You need to let your customer know that you are selling professional products, which may be more expensive, but are of better quality and will last over time.
Case 2 : Your customer has bought products during his previous visits, this makes it easier for you to sell. Simply ask him/her for his/her opinion on the product(s), if he/she wants to buy it again or if he/she wants to try complementary products. If you have used other products during his appointment, don't hesitate to highlight them!
Of course your customers have more or less purchasing power. Do not hesitate to offer more expensive products to your customers who have a higher average basket (on Wavy, it is displayed at checkout).
Forgotten appointments, also known as "no-shows", represent a real chasm in your salon's turnover.
If one client per week does not show up for an appointment, this represents 52 non-honoured appointments over the course of a year. With an average record of 40€, you have therefore lost 2080€ over the year (40*52).
There are several reasons for no-shows:
Case 1: Your client forgot the appointment
-> Adopt the online schedule! Your customer receives an SMS the day before his appointment, 100% guaranteed.
Case 2: Your client has not forgotten his appointment, but he does not call you to cancelit.
-> Opt for online planning. Your customer will receive an appointment confirmation SMS with a cancellation link.
Case 3: Your client accepts an appointment date that does not completely correspond to himor her.
-> This is definitely the online booking you need! Let the customer choose his appointment when it suits him, he won't feel rushed or forced. Of course, even with these solutions in place, no-shows won't disappear 100%.
That's why the Wavy application goes further. When you make a reservation, you are notified of the number of no-shows the client has. If he is unreliable, refuse the appointment!
Increasing sales is a team effort! And there's nothing like a boost to energize it! Evaluate your figures, define your objectives and challenge your employees. We advise you to make challenges over the month, or over 2 weeks depending on your objectives.
Finance and accounting are not the most exciting parts, yet they are essential. That's why it's important that you have simple and fun statistics. These allow you, of course, to know the "health" of your salon in terms of turnover, but also to evaluate the work of your staff. You can challenge your team as a whole, but not only.
The statistics also show you the figures per employee. If an employee's figures are falling, you can analyse his performance with him, set objectives and re-motivate him. On the contrary, if an employee's numbers are increasing, you can also show and congratulate him/her on his/her performance!
The number of visits to hair salons has been halved in recent years. Increase your turnover by attracting your customers to the salon more often!
In order to make people talk about you and bring in customers, don't take things for granted and don't rely (only) on your loyal customers.
There are several tools that allow you to promote your hair salon. Social networks (Facebook and Instagram in particular) but also SMS or email campaigns are good tools for this.
Attention, Facebook and Instagram are 2 distinct social networks. A publication made on Facebook must therefore generally be different from the one published on Instagram. That said, it may be relevant to sometimes publish the same thing on both networks. To do so, you can link your Facebook and Instagram accounts to publish at once on both platforms.
SMS campaigns are clear and precise messages that go straight to the point (160 characters maximum). The big advantage of these campaigns is undeniably the number of openings. 95% of SMS messages are opened and read within 5 minutes of being sent.
SMS campaigns allow you to get your customers to come back thanks to the promotions you offer, or simply to thank them for their loyalty.
Calling your hairdresser during salon opening hours is a constraint for many people. The customer often postpones his call for several days or even weeks. When a customer shifts each of his appointments by one to two weeks, this represents 1 or 2 appointments less at the end of the year. Thanks to online booking, your customers make their appointments whenever they want!
Online booking not only optimizes your customer's experience online, free to book their time slot in the middle of the night if they wish, but also optimizes your customer's experience at the show. You'll spend less time picking up the phone and more time with your customer.
We even advise you to cut your phone line when all employees are busy. On your voicemail, notify your customers that they can make an appointment online. However, keep the option to leave a message in case of an emergency, just in case.
The customer experience in your salon is very important for the retention and recurrence of customer visits, as well as the acquisition of new customers through word-of-mouth.
This may seem logical to you, but customers are unwelcome and poorly served in many lounges. You have to be careful, because like everywhere else, people tend to speak out to complain about a place rather than to praise it. To improve the customer experience, we advise you to play on all 5 senses. Here's one way to play on all 5 senses to improve the customer experience in your salon:
If your customers come to have a cocooning moment, avoid rocking! There is a non-exhaustive list of ways to play on the 5 senses, think of ways that resemble your living room. As you've (re)discovered, there are many ways to increase your salon's turnover. These may seem more or less complicated to set up, we advise you to start with an action where you feel comfortable! The more experience you have on the points mentioned, the more you will improve and see your turnover increase!
