5 Ways To Better Salon Sales Without Discounting

Better Salon Sales Without Discounting

There is often a myth in our industry that discounting is a way to lure new clients through your door, and also a way to get lapsed clients back in to fill our appointment books to overflowing.

I am sure if you have tried discounting that you know that it simply isn’t that easy and can backfire in so many ways.

I have witnessed some great salons fall from grace and ruin their reputation by trying to grow their client base with deep discounting.

Discounts, inadvertently show your client that you can afford to do their treatment for a far lesser price, or else how could you be doing it?
I see treatment offers slashing up to 50% off. That treatment will never have the same worth to a client at full price ever again, and more often than not, it kills sales of that treatment forever and causes cash flow issues for the long term.

The deal site model is sold to businesses as a popular route to gain new clients but please, please be extremely careful!

A lot of these new clients will constantly be chasing the next latest offer, with little chance of ever becoming loyal to any one business.

During periods of deep discounting, you will often see your loyal regular clientele running for the hills. The change in how the business has to run to cope with demand, can totally change the salon ambience and team dynamics…

I have seen lovely salons literally turned into conveyor belts for little or no gain whilst trying to accommodate deal site or discount offers.

So what can you do instead…

  1. Address the underlying issues
  2. Look firstly at why you think you need to give discounts. Rather than chasing new clients, look in depth at why you aren’t retaining existing clients, ask for honest feedback and act fast to fix any issues. It is far easier to make past clients raving fans again with a little TLC, rather than constantly chasing new business.

  3. Always have a reason
  4. Any offer needs an explanation or reason behind it. This way a client can understand the discount. The offer could be a new treatment launch, salon anniversary, client birthday, refer a friend scheme or rebooking incentive.

  5. Plan Ahead
  6. Be proactive rather than reactive. Plan your marketing calendar well ahead so all offers are structured throughout the year. This way you can create a constant salon buzz, and excite and delight your clients with upcoming special treatments and events. This also gives clients a great reason to talk about your salon and to recommend your services to friends.

  7. Use Add-ons
  8. A common mistake is to run a promotion on an unpopular treatment thinking it will draw clients in, but a far better idea is to run a promotion on a busier treatment linking it to an add-on, upsell offer including the less appealing treatment.
    Doing this will give your existing clients a real sense of value by allowing them to try a taster of the less popular treatment and also it will generate extra business to an already established and popular treatment.

  9. Get Help from Suppliers
  10. Suppliers can be a great resource of free gifts, sample products or discounted products to add value to your treatments. Also ask your suppliers to help you to promote with events, workshops etc too

Here’s to your great business success

Susan x

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Plus lots, lots more. Try a month’s membership to see if it’s for you. www.beautydirectorsclub.com

Are You Killing Your Salon Cash-Flow?

Cash Flow for your beauty business

Imagine someone gave you £30,000 to spend in your business. No strings attached.

Being An Owner Of A Salon – What would you do?

I bet you’re thinking Wow; I would love that. I could buy that extra piece of equipment, put it towards a refurb, take on extra staff…

But would it really make a difference to your long -term cash flow?

Sadly, statistics show that it wouldn’t.

Shockingly, there is over a 90% chance that you would end up in the same financial situation as you started within less than a year!!

That is unless you were to change both your mindset around money and also restructure your business systems to accommodate the new cash injection.

Salon owners often tell me that they are working so hard, and feel like they have totally exhausted every idea to get more money in the bank, and then when they get cash, it is gone again in a flash.

There are two things that have magnified as a result of their situation.

These are their feelings about lack of money and also how they are handling their business in general by running on low self-esteem, even though on the surface they seem fine.

So what can you do?

Firstly, realise that there is nothing wrong with either you, or your business.

I firmly believe that everything in life happens for a reason and that as salon owners, we have to accept 100% responsibly for our current situation.

How we handle the situation in our head is the difference between great results or continued mediocracy.

Mindset is such a huge topic, but simply said, you must become very aware of your internal and external dialogue.

It has been proven over and over again, that if you speak in terms of lack and not enough-ness, that it will continue to be your reality.

How often are you talking about how bad things are? talking about what is going wrong around you? jealous that others have what you want?…then STOP!!

Instead, consciously look at what you can learn from where you are now, and feel truly grateful for all you have no matter how big or small.

We take so much for granted and don’t give ourselves credit for how far we have come, or all that we have.

Secondly, Take time to sit quietly and start to forge a plan of action to get you to where you want to be, and regularly revel in your mind at what your next success and milestone will look like.

If £30,000 appeals to you, then what would it take for you to get that next extra £30,000 in the bank, and then grow it further?

It may seem like a distant dream currently, but the more you can visualise it, then the more likely it will become your reality.

Make sure you focus on getting the result and not the current lack of not having it. It does take a lot of focus to steer away from negative thoughts to start with, but it does get easier with time.

Thirdly, Write down your ideas, and most importantly the reasons why they are important. What systems and processes do you need to implement or change to help aid your goal into reality?

List these out in a notebook so you can clearly see the steps you need to take.

List who’s help you need to enlist to help you achieve your goal. The clearer you are on your vision, then the easier it is to get others on board with your future plans.

Keep your journal close to you at all times, and stay focused by re-reading your ideas regularly.

I can always remember writing goals such as winning Professional Beauty Salon of the year, dreaming of speaking in Dubai and getting a diamond ring that I literally had a photo of for 10 years before manifesting it. All came true, even though they seemed outrageous dreams to start with.

We are always taught that seeing is believing, but it is strongly proven to be the other way around.

If you can believe it, then you will see it, and all by keeping firm focus on the result, rather than lack of it.

I love the fact that every business worldwide, started with an idea in a business owners head.

Everyone has started with that first ever customer and a vision for the future.

It’s what happens from there that defines the difference of your success, and that comes solely down to YOU, so get planning and dreaming now!!

Here’s to your great business success.

Susan x

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