If you want to know how to make your Salon or Spa more profitable, you're in the right place.
If you're a Salon or Spa, you know that Salon or Spa can be a tough business to excel in; customers don’t always appreciate the difference between an ‘average’ Salon or Spa and a ‘great’ Salon or Spa. This leaves many struggling to find concrete, reliably discernible ways to improve their , improve their profit margins, and make the money their skill deserves.
We’ll discuss 11 ways for you to create a more profitable Salon or Spa, including changes in method, staffing, advertising, and administration. Hopefully by the time you finish the list, you’ll be ready to put together blueprints for a more profitable .
So hold on, sit back, and let's go through 11 ways you can make your Salon or Spa more profitable.
1. Educate Yourself and Your Team on Better Business
Before anything else, focus on instilling a basic understanding of superior business principals in yourself and your team. Consider how each action of the day impacts the bottom line, value customer satisfaction as highly as possible, and learn to recognize and rectify wastes of effort, time, and resources.
By teaching everyone on the team to pay attention and think about profit, customer satisfaction, and other concepts of value, you’ll get better returns on every other profit-improvement scheme you implement at your Salon or Spa
2. Create an Organized Marketing Plan
You may have something resembling a marketing plan in place already, but how much of it is ‘plan’ and how much of it is ‘haphazard collection of marketing efforts haphazardly enacted’?
A proper Salon or Spa marketing plan should be organized from beginning to end, a coherent map of targeted campaigns, unified efforts, and incentives understood by everyone in the organization.
Your marketing plan should be shared and understood by everyone in your office, so they can spot gaps, offer insight, and pay attention to small details that may have slipped past them if they weren’t involved in ‘the big picture’.
3. Establish Goals
Setting reachable, challenging goals for your leads to better productivity than aimless endeavors or stretching for impossible results. Look carefully at your current profits, marketing success, etc., then set goals that will make each member of the team work hard and ultimately succeed.
Morale levels become increasingly important with every change you make to your ; allow yourself or your people to lose their motivation, and your efforts will be for naught.
Everyone should know and understand the goals you’ve set for them and for the office as a whole. Talk about them, discuss them, work out the best approaches. Understanding what’s going on gets everyone invested, and invested employees work better.
4. Utilize Understandable Incentives
Incentives, used correctly, push your team to excel and improves profit across the board. But not all incentives work equally well.
There are two factors to consider when developing incentives to improve productivity at your Salon or Spa:
The first should be tied directly to valuable metrics, such as positive results from customer surveys. The latter should probably not be cash, as cash has been shown in many, many studies to have a negligible impact on worker effort—by the time the worker buys something with their incentive bonus, they’ve lost the association of ‘hard work’ and ‘that money’.
Try benefits, paid vacation, and other rewards that will maintain their association over time.
5. Learn the Value of Good Presentation
Quality presentation goes a long way in improving the profitability of your Salon or Spa office. It’s not enough to be the best in town, or offer the best service—you need to be able to present your business as such. That means investing in a good camera for putting together marketing materials, showing customers the condition of their teeth, etc. It means revamping your office interior and exterior. It means hiring a quality web developer to make you a high quality Salon or Spa website.
Presentation, in many cases, accounts more for profitability than actual quality. Combine both for maximum effect.
Unique presentations work wonders as well. If, for example, you sit your customers down to see the state of their teeth as a high-definition video on a big screen TV, pointing out problems and explaining them like a sports commentator explaining a play, that’s going to leave an impact. Leaving an impact gets customers to come back, and it gets them talking to their friends, family, and others they come in contact with.
Presentations done right, mean impact, and impact means profit.
6. Revamp Your Customers Experience
Few people think of their Spa or Customers visits as a positive experience. Changing that mindset’s the key to extreme success in a Salon or Spa, and that means making the Customers experience as impressive as possible.
Everything you do should be viewed through the lens of the customers experience—because happy Customerss come back, happy Customerss tell their friends, happy customers leave glowing Yelp reviews. Happy customers drive every success story.
7. Improve How You Receive Calls
If you don’t have a plan for receiving calls, a method discussed among your team and a system for handling missed calls and voice mail, then you’re missing out on potential profit. Every conversation with a potential or current Customers should be treated exactly the same as a sales call.
Your receptionists sell your , and that means implementing all the attention to detail, scripting, and secondary considerations that a sales agent would when communicating by phone.
8. Automate When Possible
Automation’s key to improving worker efficiency, and in turn improving profit. Hours wasted manually entering data that could have been managed automatically by workflow software. Potential prospects lost because your solution for missed calls begins and ends with “State your name and the reason for your call after the beep”.
Follow up opportunities lost because you don’t have a system automatically emailing or calling customers after their visit. Automation, when used properly, can make your Salon or Spa infinitely more profitable.
9. Treat all Interactions as Marketing
A discussion on the phone, explaining what needs to be done after an examination, chatting during a procedure, setting the next appointment, all of these interactions impact the customer's willingness to come back. So treat them was what they are—marketing interactions.
That doesn’t mean you should be making the hard sale every moment you’re with the Customers, but it does mean you should be mindful of the interaction’s value beyond the immediate result.
10. Consider Mobilizing Your Team
A Salon or Spa that adopts the latest technology spends more up front, but ends up at the forefront of earnings as well. Mobile apps and tablet PCs may not feel particularly useful for you or your Customers, but beyond any additional functionality provided by modern tools you’ll also improve your image, developing that “Wow Factor” we discussed earlier.
Of course, there are dozens of ways for a savvy office to utilize mobile technology to improve efficiency, so wow factor alone is a bonus, not the whole package.
11. Wow Factor
Awing your Customers should be a high priority. Impress them with your ads, your building exterior, the inside of your office, etc. At each of these points, leave an impact—that means not looking like every other Salon or Spa’s office in the country.
This doesn’t have to be an expensive endeavor. Being a stylist that establishes vividly at every turn the focus on making a painless, fun experience for kids offers as much wow factor as being the high-end office with expensive furniture and nice paintings.
Knowing that you need to prioritize good interactions with clients is important, but knowledge isn’t enough. Put together scripts, come up with scenarios, have receptionists and hygienists and assistants sit down and practice their patient interactions.
It might be annoying, but it goes a long way—especially when unusual or confrontational situations arise. When you get your team members familiar with the different ways a conversation with a patient or potential patient might go, they don’t panic when it happens. You’ll see improved morale, improved efficiency, happier patients, and through all that, more profit.