I remember when I first opened my salon, someone suggested it wouldn’t make any money because ‘sitting around all day painting nails is a hobby and not a business’. Well, I proved them wrong. After growing a 9-treatment room spa which I sold in 2020, I now coach salon owners daily and regularly see that actually, owning a salon or hair and beauty business, is probably more complex than most other business models.
We’ve all been there. A client calls to cancel 20 minutes before their treatment and asks for their deposit back and we don’t know what to say. Refund, and all will be well, but we will have lost that booking space? Or tell the client we can’t refund and we are holding their deposit and risk a tirade of abuse?
It’s a wonderful thing, the salon world. It's sparkly, ever-evolving, transformational and a truly beautiful industry to be part of. We are so lucky that we can bring our passion to life and spend time looking after our gorgeous clients. But, (because there is always a but) this ONLY works IF you can get your numbers right. Your salon pricing is fundamentally the biggest building block of your business, and now, more than ever, we need to have this in hand.
Once upon a time, if you needed a plumber, you used the yellow pages. If you aren’t familiar with the yellow pages, it was a HUGE yellow book, filled with listings for every business whose services you could ever need.
Someone once said to me “EVERYONE who comes into my salon is a VIP. I do not differentiate”. Bold statement. Because whilst I appreciate the sentiment, if EVERYONE is a VIP, surely no one is a VIP right? Because VIP implies an elevated experience for your clients. And if everyone has that elevated experience, then surely that experience is just, well, normal. But of course, wanting to attract a certain calibre of clients – particularly those who seek a VIP experience and are willing to pay for it, can only be a good thing. As long as you structure it in a way that provides different levels of VIP experience.
The wow factor. That’s what we all want, don’t we? Our clients think that what we do is ‘wow’. That we are the best. That we deliver the most incredible experience every single time they walk through our doors. And isn’t that an exciting concept? I mean after all. We are artists. We are healers. We are therapists. We are stylists. We often know our clients better than they know themselves. And yet, on occasion, we can overlook the simplest of things that have the biggest impact.