This week our resident business coach Irene Moore, offers advice to a salon owner who is frustrated by her lack of business growth.
Q: I have owned my own Afro specialist salon for over 5 years now, but I don’t feel like I’m progressing enough in terms of growth and sales. I really think the logical step would be to price my services higher, but the salon is situated in quite a low-income area and I’m concerned this will put customers off. What do you think?
Irene says…It’s not easy keeping ANY business fresh after 5 years, but we do need to put plans in place to continuously grow. If you are struggling with growth and sales, it could be a number of things that are holding your business back, such as increased competition, lack of offering, not keeping up with customer demands and needs and even staff or location.
When was the last time you did an audit of your business?
Do you regularly explore the local area to see what competition has appeared and checked out there offering to ensure you are still relevant?
Are you offering the latest techniques in your salon to ensure you are still fresh and current?
Is the customer service that customers are now expecting in a salon experience, up to scratch or ideally a cut above the rest of the salons in your area? Have you asked your current clients (or even past clients) why they no longer come to you or what they are seeing out there in other salons?
These are all questions we need to continuously ask ourselves.
Naturally your prices should be competitive, but if you haven’t raised your prices in the last five years you need to ensure you are not selling yourself too short. It may be work exploring how the pricing compares locally as well in comparison to the rest of the market.
Also, how are you upselling your current clients? When they come in for a treatment are your team confident enough to sell them the products to maintain the styling they require. This may be an easier way then charging them a lot more to begin with.
We have to remember, that even if our businesses were successful to begin with, what got you there, may not take you where you want to go. We need to evolve and the only way to do that it to ensure we are staying competitive and providing the customer with everything they would come to expect from a salon experience today.