The summer slowdown is here! But while you may be looking forward to enjoying some time off, you certainly don’t want your business to suffer during the holiday season. It’s not just hair salons that feel a slump during July and August –businesses across all sectors are affected as productivity dips and clients have other things on their minds. Whilst a solid business will always account for seasonal fluctuations – profit is built over 12 months, not just two –it’s still worth looking at the various ways you can make up for slower sales figures and turn up the heat on your income this summer…
1. ADD VALUE, DON’T CUT PRICES If you’re hoping that a discount might draw in extra clients, STOP right there! Cutting your prices during a sales dip is the most disastrous thing you can do. Instead, look at ways you can add value by offering a little extra. This could be an adjustment to the usual service or encouraging clients to upgrade their bookings with a pre or post-holiday treatment.
2. THINK SEASONAL Customer mindset is something that all great marketeers tap into. Where is your customer’s head at during summer? Whether it’s protecting their colour, reviving sun-damaged hair or looking great for their holiday, take the opportunity to swoop in and offer exactly what they need at exactly the right time. If you have a database (you should), now’s the time to nudge your mailing list with tips and ideas for getting their hair summer ready –always add a ‘call to action’ to make sure they can book an appointment straightaway without any hassle.
3. SELL, SELL, SELL Incentivise your staff to sell more during the summer months. While the old ‘going anywhere nice this year’ conversation may be the biggest cliché, it is a genuine opportunity to sell extra products specifically for the holiday season. If you don’t already stock travel-sized products, get them ordered and make sure your team knows everything there is to know about UV heat protection products and nourishing treatments for sun-damaged hair.
4. MARKET A SUMMER MENU Tweak your service menu to reflect the summer mood. Some clients will want a looser, more natural look at this time of year, so can you offer summer-specific blow-dries, for example? Clients may also be looking for less processed and lower maintenance colour techniques as they approach the summer. Appeal to them by shouting about the colour services that will give them that gorgeous glow with lower maintenance. Promote on social media for free to keep your marketing costs low.
5. BOOST WITH BUNDLES Bundle treatments that offer a complete ‘summer ready’ or ‘post-holiday rehab’ package are great for business. If your salon offers beauty treatments, combine these with cut, colour and conditioning services to encourage up-selling and boost your bottom line. Or if you’re a hair-only salon, think about offering a product along with purchase. Now is the time to be creative about how you can maximise cash as much as possible, before and after the holidays.
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