10. The best social media sites are: Facebook, Twitter, Instagram, Pinterest, and LinkedIn. 11. Why Instagram? Since the salon profession centers around beautification, it’s a natural match to show beautiful images. Stylists can recruit some friends to get into the act and pose after having their hair styled or colored. Sometimes a well-timed image is exactly what a potential customer needs to encourage them to come into a salon and use its services. 12. Why Facebook? Because everyone is on it! Stylists who are not probably should be. Stylists can check out what others are doing, as well as showcase their own talents and accomplishments. For instance, a stylist could announce that she attended a recent workshop on the latest coloring techniques. 13. Social media marketing takes patience. Without a viral video, the odds of a website or page achieving overnight success is highly unlikely. Instead of trying to become the master of all platforms, stylists should pick two that they can dedicate consistent time to and create content for. 6. Remember to thank clients when they do spend extra on additional products. This is their hard-earned money and they’ve (probably) used it based on the stylist’s recommendation. This is probably an obvious marketing and communication strategy. One way for stylists to promote their business is to have repeat customers. The best way to do this is to offer the customer something in return for their repeat business. If someone comes in every six weeks for a haircut, perhaps a stylist could offer that customer a slight discount. However, the stylist should verify this with the salon before making any such offer. The stylist should be clear with clients that they receive this discount because they’re coming in on a regular basis. Returning clients are the key to growing a business at a more rapid rate. If a stylist retains half of her new clients, then 0 percent of all that hard work and expense involved in gaining those new clients has been wasted. But what about the other half? The stylist is also losing lots of potential income, because customers are spending their money elsewhere. There can be many reasons why a client doesn’t return. Maybe they weren’t happy with the treatment they received, or perhaps they weren’t made to feel special by staff members during their time in the salon. Whatever the reason, stylists need to make sure that these clients give them a second chance. The stylist needs to prove that they work at right salon for them, and that means getting those new clients back through the salon doors. The next section of this course focuses on how to keep clients coming back.
3. Create a separate folder in their email account for this list. It must not be the stylist’s personal email . In the folder, stylists should keep copies of everything they’ve ever sent to clients by email. 4. Use the email list to offer incentives such as discounts, referral rewards, and other client bonuses. 5. Don’t inundate clients. One email a month is more than adequate. 6. Keep emails brief and to the point. It’s often best to offer information in bulleted or numbered lists rather than long paragraphs. 7. Discuss list management with other salon professionals. Just don’t share email addresses. 8. A small, professional website is the best way to connect with clients. In that way, stylists can simply send an email with a link to the website for the latest news and offers. 9. Research, research, research! Scour the Internet for ideas on how to develop an effective website for a salon professional, as well as ideas on email lists and e-newsletters. Planning ahead This is the most obvious time to provide clients with an opportunity to purchase products, or book appointments for additional treatments/services. When stylists are working, they have a captive audience (for the most part) and the time to chat with clients. However, as with all communication, stylists must be careful not to abuse the situation, or use it in ways that would be upset the client. Helpful tips When making recommendations, stylists should: 1. Never use the hard sell. People don’t like to be pushed or pressured into their purchases. 2. Specify exactly why they are recommending a specific product. Stylists could say, “Well, you have very curly hair, which I know you sometimes find difficult to manage. This new product “x” is good for you because it’s all natural and specifically created for managing curly hair.” 3. Make time for client responses and questions. This shouldn’t be a monologue, but a conversation. Stylists should remember to occasionally ask, “What do you think?” or “Are you looking for any additional products right now?” 4. Remember that no means no. This has been mentioned before, but it’s worth repeating. When a client says they can’t afford anything more right now, stylists should take them at their word. Stylists should never try to persuade clients to do something just to earn more money. 5. Always offer the most affordable options you can. People appreciate it when others try to help them save money. Special personal products are a luxury today and not everyone can afford them. Presentation In today’s world, people are dressing in increasingly informal styles. Stylists should verify their salon’s policies on how to dress for work. However, there’s something to be said for the “well-dressed professional.” This doesn’t mean stylists need to purchase thousands of dollars in professional business clothes. No one expects a stylist to wear a suit to the salon. However, a nice pair of pants with a well-tailored top gives clients better impression than sloppy jeans and an old t-shirt that doesn’t fit properly.
Here’s one example of a salon dress code:
The following is not allowed: poorly fitted clothes, tank tops, undershirts, mini-skirts, shorts, athletic shoes, casual flip-flops, long pants that drag on the ground, and sweatshirts including those with hoods. No midriffs or excessive cleavage.
EliteLearning.com/Cosmetology
Book Code: CIL0725
Page 16
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