“How to Cure the “Beauty Business Blues”

Author:  Dr. Willie H. Bailey

- An excerpt from Dr. Bailey’s book, “Getting The Customers You Deserve” -

Are your clients coming in for services and products less frequently than they did a year ago?  Are your clients spending less than they did a year ago?  Are you attracting fewer new clients than a year ago? If you answered, “Yes”, to either of these questions, your business could be suffering from the “Beauty Business Blues”.

The “Beauty Business Blues” is a devastating sickness that can eventually kill your business.   Although this sickness is contagious, it is not incurable.  It will only go away with effective treatment. 

What is the most effective treatment for the “Beauty Business Blues”?  The most effective treatment is to make your business “ENTERTAINING”.  Clients love to be entertained along with great service.  When this happens your clients feel they deserve to come to your salon.  They begin to feel they deserve the services and products you offer. They begin to see your salon as a “good time salon”.  The word will spread and more clients will start to come in more often.

Clients feel entertained when their senses are engaged in a pleasurable experience.  What are the stimulating aromas in your salon?  What visual items (pictures, displays, etc.) engage, relax or excite the clients?  What things can they touch and feel that makes them go “Wow”? Are they relaxed or energized by the sounds in the salon?  Does the salon have a warm, calming or stimulating ambience?  You get the picture?  The salon that stimulates more of the clients’ senses gets the clients.  The client gets what they feel they deserve and they are giving you what they feel you deserve.

The second thing you want to do is to maintain a high energy level in the salon. Clients feed off of your energy.  If you have enough to share with them, they will come to your salon to be energized.  If your energy level is low, it will drain them and they will find somewhere else to go.  Read, pray, meditate or do whatever it takes to keep that positive energy high in your salon.  Energy multiplies itself and attracts.

Thirdly, clients love stories and themes. Use different themes to promote your menu of services and products.  Clients go where they feel invited.  They go where they receive offers. Conduct themed events.  Display programs throughout the year that you constantly invite your clients to.  Always have new things to offer them. The salons that are most inviting and have the most attractive offers get the clients. When your clients experience new and exciting themes they can’t wait to come back.

Follow these simple steps to cure the “Beauty Business Blues” and bring on the “good times” in your salon.  Set aside one hour each day to work on these ideas for your salon. You will turn your salon around and get it growing.  Email Dr. Bailey at dr.bailey@dudleyeducation.com for a sample chapter of the book, “Getting the Customers You Deserve”.  For more ideas and suggestions to build your salon, call Dr. Bailey directly at (336) 287-3615.

Writer:  Dr. Willie H. Bailey, Sr., President - Dudley Cosmetology University.  Visit us online at www.DudleyEducation.com. <