Increasing Sales in a Recession - Beauty Parlors

In a down economy people get their hair cut less. There's nothing you can do about that, but there are things that you can to make sure that the general trend does not hurt your business. Following are five inexpensive, easy-to-implement things that you can do to help your business prosper despite a recession.

• Stay in touch with your clients. Find out what's on their minds. Suggest how your services can help them to achieve your goals. For example if you find that someone is applying for a new job, explore their concerns about getting the job. If they feel that they may not get it because they don't look young enough, perhaps it is time to suggest a new hairstyle or dye job.
• Join a barter organization - True, you may not realize more revenue immediately, but you may be able to cut your expenses by bartering, and some of the people who you meet through the barter organization will refer new clients to you. Some of them will be cash clients.
• Suggest income producing ideas to your clients - You may be able to put one of your clients in touch with another one. If they both make more money, they'll be able to afford more of your services, and they'll appreciate what you've done for them. Satisfied clients tell others. New clients are the life blood of any business, and their particularly valuable in a recession when people may be getting their hair cut ever four or five weeks instead of every three weeks.
• Give a low-priced, high-value gift to select clients, and I'm not just talking calendars. A great gift for many beauty saloon customers is something that helps them enjoy their family more. If possible, make sure that it's something they want before you give it to them. Better yet, give them something that has a high value perception, but costs you little. There are, for example, web sites that provide many hours of entertainment for families. These tend to cost between $10 and $50 a year, but if you buy a quantity subscription and give them for gifts, you may pay as little as $1 or $2. Your client perceives that you've given them an expensive gift. You've invested very little. Another idea is to give someone a mother a CD or book for their children. People enjoy getting gifts for no special reason except that you appreciate them. You might even find that they start tipping you more.
• Create a referral form - Asking for referrals is a time-honored way of getting more sales. Insurance agents and stock brokers wouldn't think of not asking for referrals. Companies like Netflix and 24-Hour Fitness often give a free month of service for a referral. Consider making up a marketing piece that points out the advantages of your business, asks for referrals and offers a free haircut or product.

Think about it if the economy causes100 clients cutting back from 15 visits a year to 12 visits a year costs you 300 visits. 300 x $20 is $6,000 in decreased revenue. That's significant. Taking proactive steps now will help you to prosper, even in a recession economy.

10 Oct 2008 22:28:21

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