Coming in from the cold

With the already struggling economy, it’s time to think outside of the box about how to keep a steady flow of bookings throughout the normally slower winter months.

Image from Shutterstock

As you will have a little more time available than usual, winter is a great opportunity to concentrate on business planning and preparing in advance for the summer rush. Also, use this time to do general maintenance and to freshen up the salon.

One useful tip on how to keep customers coming through the doors is to introduce ‘Winter Warmer’ deals. Offering special deals or discounts on treatments can entice customers to book appointments.

However, you need to proceed with this strategy the correct way. Avoid just dropping prices continuously with the aim of trying to get new clients. This often doesn’t work. Never discount your main income earning treatment. For example, if nail treatments are responsible for the main income to your salon, keep that treatment at the normal asking price but introduce a gel pedicure at a discount. Clients who normally have their nails done would likely also book for the gel pedicure just because it’s on a discount.

Promote your salon online

By concentrating your marketing on online platforms, you are opening up your business to potential new clients. Many of the online platforms and pages are free and this is an excellent way of marketing your business, showcasing what services you offer and growing a following.

Send updates and any special deals to your data base

This includes all contacts, even clients who haven’t necessarily been to you recently. Communication is key. If a client hasn’t been to you for a while, give her a call and find out how she is doing. Invite a client to come in for a complimentary treatment such as a brow wax or nail art that can be redeemed at her next nail appointment. This way you are getting a guaranteed paid for booking in your diary but also promoting other treatments and services that you offer. Now that she knows you offer a good job at brow waxes, she is likely to book for this treatment with you again.

Offer a ‘refer a friend’ promotion

Often networks of family members and friends will use the same salons and therapists. Encourage your client to refer their friends or family and in return they can receive a discount on their own treatment, or you could offer them a complimentary treatment. Acknowledge the referral and always make your clients feel valued and appreciated.

Retail

This is an essential part of any salon business and a great tool to earn a potential extra income without any hard work or time required. During the drier winter months in South Africa, every client in your salon could do with an exfoliator, nourishing hand cream or butter and a cuticle oil. Imagine what sales you could turn over if you encouraged every one of you clients to purchase these products.

Remember to always use reputable brands in your salon. Clients show up for quality products and services.

Other suggestions

These could include a complimentary cup of coffee with all booked treatments, monthly giveaways, or a monthly newsletter.

Although the quieter months can be stressful, we can use this time to our advantage to rejuvenate our businesses and concentrate on tasks that you don’t get time to attend to during the busier months.